This post isn’t theory. It’s a tactical guide to building content and campaigns that actually move people from “never heard of you” to “take my money.”

Let’s break it down.

What is ToFu, MoFu, BoFu?

You’ve probably seen the terms before:

• ToFu (Top of Funnel): Awareness. People are just discovering a problem or exploring solutions.
• MoFu (Middle of Funnel): Consideration. They know they have a problem and are researching how to solve it.
• BoFu (Bottom of Funnel): Decision. They’re close to buying—but deciding who to buy from.

This isn’t just a content format. It’s a mindset shift. Each stage deserves its own message, distribution plan, and call to action.

ToFu: Earning Attention (Without Selling Yet)

ToFu is your “don’t scroll past this” moment. The goal isn’t conversion—it’s attention. You’re building trust and awareness without asking for anything in return.

What Works:

• Short-form videos (TikTok, Reels, YouTube Shorts)
• “How-to” content that actually helps
• Industry takes, trends, hot takes
• SEO blogs that rank for pain-point keywords
• Influencer content that introduces your brand casually

Real Brand Example:

Notion nails ToFu on TikTok by showing bite-sized productivity hacks without pushing sign-ups. The product is in the background, not the spotlight.

Metrics to Watch:

• Views
• Engagement (likes, saves, shares)
• Website visits from content
• Growth in email or SMS lists

MoFu: Proving You’re the Real Deal

Now they’re aware of the problem—and you. Your job is to build credibility, show how your product solves it, and make the short list.

What Works:

• Product comparison pages
• Testimonials and creator case studies
• Webinars with strong POVs
• Retargeted ads with education hooks
• Email drips that unpack your offer over time

Real Brand Example:

Webflow has a MoFu email sequence that shows off use cases, customer stories, and tutorials—no fluff, just “here’s how it works for people like you.”

Metrics to Watch:

• Click-through rate on emails or ads
• Time on site
• Resource downloads
• Trial sign-ups or demo bookings

BoFu: Closing with Clarity

At BoFu, clarity beats cleverness. Don’t bury the CTA. This is where you make it painfully easy to say yes.

What Works:

• Demo calls with screen shares
• Pricing breakdowns
• Limited-time offers or onboarding perks
• FAQs with no jargon
• Retargeting that hits urgency and value

Real Brand Example:

Monday.com hits BoFu hard with testimonial-based ads that lead directly to a trial. No extra clicks, no fluff—just social proof and a CTA.

Metrics to Watch:

• Conversion rate
• Revenue per lead
• CAC vs LTV
• Funnel velocity (how fast people convert)

Actionable Takeaways

1. Don’t mix funnel stages. A viral TikTok won’t convert cold traffic unless you’ve nailed MoFu and BoFu follow-up.
2. Repurpose with intent. That blog post? Break it into ToFu video snippets. That webinar? Clip it for MoFu email content.
3. Match content to mindset. BoFu content shown to a cold audience is a waste. Use retargeting tools to map messages to behavior.
4. Build backwards. Start with your conversion goal (BoFu) and work up to what content attracts the right audience (ToFu).

The Funnel Still Works—If You Actually Build One

Too many brands throw random content at the wall and wonder why leads don’t convert. The best growth teams map every piece of content to the right funnel stage and build systems that nurture—not just attract.

If you’re just “doing content,” you’re invisible. But if you structure your marketing like a funnel, you can turn cold followers into hot leads without burning budget on guesswork.