TOFU, MOFU, and BOFU: Crafting Content for the Sales Funnel

People at your company who don’t work in content can become hyper-focused and myopic on the bottom of the funnel, sometimes to the detriment of the business, so remember to use this ebook to help you prove the value of your content along the way. The goal of the engagement stage is to capitalize on awareness by delivering more educational information and opportunities to engage with your company. Any marketing funnel stage can look vastly different by company or business, industry, or goals. A three-stage guide for B2B Marketers focused on the content and metrics that drive awareness, engagement, and decision-making.

Calculating ROI connects your funnel metrics to business results. Use Semrush's Social Poster to schedule and A/B test promotional posts across networks, tracking engagement by funnel stage to see which channels deliver the highest ROI. Adjust based on what your data tells you — if your TOFU is already strong, shift effort downstream to where conversion and revenue impact are easier to prove. A good funnel prioritizes intent-aligned content marketing tactics that move users from discovery to decision. Open Organic Research to see which keywords and pages drive the most traffic for your top competitors. The five steps below outline how to build and refine it using Semrush tools.

Focus on creating videos that add value, engage your audience, and guide them smoothly through the funnel—from awareness all the way to loyalty. If you focus too much on conversions, you risk pushing too hard, too fast—without giving your audience the chance to understand, trust, or even consider your product. A common mistake many businesses make is focusing too much on conversion-driven content, leaving gaps in their overall strategy. Mesoanticyclones, which accompany mesocyclones, often exhibit these funnel clouds.

Step 1: Secure Your Lead Capture Delivery

Some tornadoes may appear only as a debris swirl, with no obvious funnel cloud extending below the rotating cloud base at any time during the tornadic life cycle. The air pressure around the outer edge of the funnel cloud generally corresponds to the air pressure of the cloud base of the parent cloud. If the air is sufficiently moist and cools to the dew point, a funnel cloud is produced. The term condensation funnel may refer to either a tornadic cloud or a funnel cloud aloft, but the term funnel cloud exclusively refers to a rotating condensation funnel not reaching the surface. Most tornadoes begin as funnel clouds, but some funnel clouds do not make surface contact and these cannot be counted as tornadoes from the perspective of a naked eye observer, even as tornadic circulations of some intensity almost always are detectable when low-level radar observations are available.

How To Choose the Right MOFU Content for Your Business

At one SaaS company I worked with, we were proud of our output — dozens of “how-to” blog posts that pulled in steady traffic. So, start optimizing your content funnel today and watch your marketing efforts become more effective. By understanding the different stages of the content marketing funnel and tailoring your content accordingly, you can effectively generate leads and guide them toward conversion. To create effective TOFU content, focus on providing value and building trust rather than pushing a sale. Keep in mind that users may not move through the funnel in a straight line—they might revisit stages or skip ahead based on their needs and prior knowledge.

So you might consider starting with a larger audience size to keep costs low on LinkedIn. “One campaign for each stage of the funnel is typically all you need for a lower budget scenario,” says Derse. This makes it easy to blow through your marketing dollars with high costs per click (CPCs) and multiple funnel campaigns. Organic posts are lighter on the budget since you aren’t paying the platform per click. You can keep organic social media marketing in-house and budget-friendly with regular posts and stories about your products.

Moving to the middle of the funnel, nurturing occurs as you provide in-depth content, such as case studies and how-to guides, helping prospects evaluate their options and build trust. In the middle of the funnel (MOFU), you engage these prospects with more in-depth materials like guides and case studies. At the top of funnel marketing (TOFU), the focus is on brand awareness, using eye-catching content like blog posts and infographics to draw in potential customers. Comprehending how this funnel operates can improve your marketing strategy and boost customer engagement. A content marketing funnel is a structured approach that helps guide potential customers through their buying experience.

This phase of the marketing funnel explained focuses on educating potential customers about the benefits and features of your product, nurturing leads toward informed decisions. In this part of the digital content funnel marketing funnel, effective content types include detailed guides, case studies, webinars, and product comparison charts. As potential customers move through the buying process, they enter the Middle-of-Funnel (MOFU) stage, where they seek more in-depth information about your offerings. Each stage of the content marketing sales funnel is interdependent, enhancing overall effectiveness in driving conversions. Finally, the bottom of the funnel focuses on conversions, using persuasive content like testimonials and discounts to motivate ready-to-purchase customers.

Help candidates get questions answered about your company, open roles, and more through a friendly chatbot on your career website. They’ll be the ones who finally see the full picture — from first click to signed offer — and have the discipline to act on what they find. Mature brands present themselves consistently, from first impression to signed offer, with stories rooted in real experiences, not aspirations.

A strategic framework that converts

• When I started working in digital marketing, I spent hours publishing blog posts, sharing them on social media, and watching my traffic gradually increase.
• Help candidates get questions answered about your company, open roles, and more through a friendly chatbot on your career website.
• Businesses are increasingly recognizing the importance of a well-structured content marketing sales funnel.
• Free tools like Google Analytics and built-in social media analytics are enough to get you started.
• The funnel helps businesses nurture relationships and keep customers engaged at every point in their journey.

In this blog, I'll guide you through every stage of the content marketing funnel, from attracting prospects to converting them into loyal customers. Are you struggling to create content that drives conversions and builds trust with your audience? Master the art of content marketing funnel with our comprehensive guide, and attract, engage, and convert your target audience effectively So you can target specific segments and create engaging content for them.

Again, it’s important to note that not all companies’ sales funnels will have six levels or stages. When they visit and browse the website, they might (and should) be offered a chance to sign up for the e-commerce site’s email list. As the name suggests, a sales funnel takes in many leads and prospects and narrows them down towards the bottom, giving you fewer paying customers. These insights can be used to decide which marketing channels and activities will best guide the customer towards a purchase. Well-built sales funnels without gaps allow companies to shepherd potential customers through the buying process towards purchase completion. A sales funnel is a marketing term used to capture and describe potential customers’ journeys, from prospecting to purchase.