Think about it: how many times have you been watching a YouTube video, reading a blog, or listening to a podcast and learned about a problem that you didn’t even know you had? That’s top-of-funnel content at work. By design, that thought leader already has your attention (from their content). Maybe you’re a casual part of their audience and had no intention of buying anything from them at any point in the future. That’s cool—but now, they’ve made you aware of a problem—and when you think of that problem, you’re also thinking about them. They’ve made you problem aware.
