Once upon a time, there was an unwilling hero focused on their own problems or desires. To join their story, the guide (your brand) must align with the hero's priorities.
Early in the story, the guide teaches the hero a "Key Lesson" that later helps them win the final battle. What should prospects care about if they want to reach their goals?
Before the hero can have a breakthrough, they must first reach the "all is lost" moment. All competing solutions must fail, reinforcing the "Key Lesson" they learned earlier.
The "Key Lesson" is climactically introduced as a key part of your offer, enabling the hero to reach their goals better, faster, and with higher confidence.
With other decision-makers, priorities, and complexities to manage, there's a long way between "convinced" and "closed." Here we use content to keep prospects from stalling out at the bottom of your funnel.