T | Top-of-Funnel Content Calendar
Stay visible year-round and stop relying on last-minute promos to bring in bookings.
Many rental companies fall into the same pattern: they only post when they have a promotion. It might be a “Book now” graphic, a seasonal discount, or a reminder to reserve early. When there’s nothing to sell, the posting stops. This approach weakens engagement, limits reach, and teaches your audience to ignore you until a discount appears. Top-of-funnel content fixes this by helping you stay visible long before renters are ready to book.
Top-of-funnel (TOFU) content is simply content for people who aren’t actively renting yet. It helps future customers get familiar with your brand through helpful posts, short tips, simple explanations, and behind-the-scenes glimpses. Instead of pushing a sale, you show renters what you know, how you work, and why you’re a trustworthy choice. Promo content creates bookings today; TOFU content earns you loyal customers tomorrow. When you use both, you build a stronger, steadier brand.
A content calendar brings structure to the process. It removes the pressure of trying to create ideas on the spot and gives your marketing a predictable rhythm. When you plan in themes, your team always knows what type of content to focus on, which makes planning and production much easier. This is helpful if you work with an internal or external team, or simply have family or friends chipping in with a helping hand—everyone follows the same direction.
How to Build a Top-of-Funnel Content Calendar
Start by listing the questions renters ask most often. These questions naturally guide your content ideas. Group similar questions into simple themes like travel tips, FAQs, behind-the-scenes views, vehicle spotlights, customer stories, or policy explainers. Assign one theme to each month so your content stays focused without overwhelming you. From there, mix the way you present each theme; posts, reels, stories, or short blogs. Rotating formats helps you reach different types of renters without needing new ideas every day.
One strong topic can also be reused across platforms. A single FAQ can become a social post, a reel, a Google Business Profile update, website content and a short email tip. Repurposing allows you to stay present with less effort, which is one of the biggest advantages of having a structured calendar.
12-Month Topic Wheel PDF
To make planning easier, we created a 12-Month Top-of-Funnel Topic Wheel. Each month includes a ready-made theme and simple content prompts. You can use the wheel to plan your year in under an hour, or as a quick reference when content ideas run low. It removes the daily stress of figuring out what to post and gives you a reliable foundation for your social media and blog strategy.
Download the Topic Wheel PDF here:
FLEET 12-Month Top-of-Funnel Topic Wheel.pdf
Real-World Examples
One rental company noticed that their engagement dropped every time they relied only on promotions. When they switched to simple monthly themes—like local tips, customer highlights, and short staff videos—their reach and interactions grew steadily. When they later released a promotion, the response was much stronger because the audience had stayed warm and active.
Another company planned ahead using a single theme for each month. This gave them clarity and focus, which made it easier to post consistently. When they eventually shared a discount or seasonal offer, the audience was already familiar with their brand and more likely to convert.
Top-of-funnel content helps renters remember you even when they aren’t planning a trip. It builds trust over time, strengthens your presence, and sets you up for better results when you do run promotions. Download the Topic Wheel to start planning your themes.
If you’d like help building a complete content system for your rental business, book a strategy session or continue to the next letter in the A–Z Marketing Playbook.
