Attention is not the goal. Attention that turns into pipeline is the goal.

This map shows the whole journey. A raw market insight becomes an idea, the idea becomes a post, the post earns attention, and that attention becomes a lead, a call, and a customer. Then you measure it and do more of what worked.

Ten stages. Each one has an owner, an output, and a number you can check. If a stage has no owner, it doesn't happen. If it has no metric, you can't tell if it worked.

<aside> 🔗

The one rule that matters. Every stage hands something to the next one. Insight hands an idea to the writer. The hook hands a scroll-stop to the asset. Lead capture hands a name to nurture. When a handoff is missing, attention leaks out and you never see it again.

</aside>

The map

MARKET INSIGHT
    ↓
CONTENT IDEA
    ↓
HOOK
    ↓
CONTENT ASSET
    ↓
DISTRIBUTION
    ↓
ENGAGEMENT
    ↓
LEAD CAPTURE
    ↓
NURTURE
    ↓
CONVERSION
    ↓
REPORTING & OPTIMISATION  →  feeds back to the top

The ten stages

1. Market insight

What happens: You find out what your buyer actually cares about, struggles with, or argues about. Not what you want to say.

Owner: Founder or content lead.

Output: One clear sentence. Example: "Finance leaders don't trust AI forecasting because they can't see the assumptions behind the numbers."

Tools: Sales call recordings, customer interviews, LinkedIn comments, Reddit, support tickets.

What goes wrong: You guess instead of listen, so the content sounds like a brochure.

Key metric: Fresh insights captured per week. Aim for 3 to 5.

2. Content idea

What happens: You turn the insight into a specific angle worth posting.

Owner: Content lead.

Output: A titled idea with a clear angle and a format. Example: "Why your forecast is fiction, and the 3 assumptions to expose."

Tools: An idea bank in Notion, Airtable, or a sheet.

What goes wrong: Vague ideas like "post about AI" that nobody can action.