Most social calendars are accidentally top-heavy: all reach, no revenue. The funnel is a fifty-year-old idea, but it's still the fastest way to diagnose why an account with great engagement isn't producing customers.
The three stages, translated to social
Awareness is content for people who don't know you: trends, broad how-tos, entertaining takes. It optimizes for reach and shares.
Consideration is for people deciding whether to trust you: case studies, comparisons, behind-the-scenes of how you work. It optimizes for saves and profile visits.
Conversion is for people ready to act: offers, demos, deadlines. It optimizes for clicks and sign-ups.
The mix most teams should run
A useful default is 60 / 30 / 10, awareness / consideration / conversion. Accounts that skew 90/10/0 build audiences that never buy; accounts that skew toward conversion burn their reach pitching to cold viewers.
Measure each stage differently
The classic mistake is judging every post by the same metric. Awareness posts will always beat conversion posts on reach, that doesn't make them more valuable. Compare posts within their stage: awareness against awareness on reach, conversion against conversion on clicks.
