Episode Summary
How adding Heart, Happy and Human content to the 3H framework completes the picture across every stage of the customer journey.
Key Takeaways
Heart content maps to conversion — sales pages and product content.
Happy content maps to loyalty — onboarding, welcome sequences.
Human content maps to advocacy — community and personal outreach.
The post-purchase period is the most psychologically sensitive moment in the customer relationship.
Full Discussion
The natural progression from the 3H framework was to ask: what content serves the lower funnel stages? This episode introduces the extended 6H Content Marketing Framework, adding Heart (conversion), Happy (loyalty) and Human (advocacy) content types.
David explains why Happy content — onboarding and welcome sequences — is the most neglected stage in most marketing strategies, and why investing in it pays dividends in retention and advocacy.
Sources & Further Reading
- The Pump and Funnel Marketing Model — full overview of the model and how it evolved.
- Applying the 3H Content Framework
- Extending the Model: The 6H Framework
- David Bain — content marketing strategist
- Pump & Funnel YouTube Channel
