Lesson objectives
- Match content to funnel stage
- Understand intent at each stage
- Avoid selling too early
Top of funnel (TOFU)
People at the top are aware of a problem but not of you. They want education, not a pitch. Useful content: guides, videos, social posts, free tools.
Middle of funnel (MOFU)
People in the middle are evaluating solutions. They want depth and proof. Useful content: lead magnets, case studies, webinars, comparison guides, email sequences.
Bottom of funnel (BOFU)
People at the bottom are ready to decide. They want clarity and confidence. Useful content: sales pages, demos, consultations, pricing, guarantees, FAQs.
- TOFUGuides, videos, social
- MOFULead magnets, webinars, email
- BOFUSales pages, demos, calls
Action steps
- Label each piece of content you have as TOFU, MOFU or BOFU
- Find the stage with the least content
Checklist
- I have at least one piece of content per stage
- Each stage links to the next