Matching Content to Buyer Intent
TOFU (Top of Funnel), MOFU (Middle of Funnel), and BOFU (Bottom of Funnel) describe the three stages of a buyer’s journey. Each stage requires different content, messaging, and marketing tactics. Getting this alignment right is the difference between effective marketing and wasted effort.
TOFU: Awareness Stage
At the top, prospects don’t know you yet and may not even fully understand their problem. They’re searching for information, not solutions. TOFU content educates and attracts. Formats include blog posts targeting informational keywords, social media content that reaches new audiences, infographics and shareable visual content, YouTube videos answering common questions, and podcast appearances expanding reach.
MOFU: Consideration Stage
In the middle, prospects understand their problem and are evaluating solutions. They know you exist and want to learn more. MOFU content nurtures and qualifies. Formats include case studies showing real results, comparison guides and buyer’s guides, webinars and in-depth educational content, email nurture sequences, and downloadable guides and whitepapers.
BOFU: Decision Stage
At the bottom, prospects are ready to buy and choosing between options. BOFU content converts. Formats include free consultations and demos, detailed pricing pages, customer testimonials and reviews, ROI calculators, and limited-time offers and promotions.
Why Funnel Alignment Matters
Sending BOFU content (pricing, demos) to TOFU audiences feels pushy and irrelevant. Sending TOFU content (educational blogs) to BOFU audiences doesn’t close deals. Match your content to where the prospect actually is in their journey.
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