ToFu, Mofu & BoFu Blogs

Hellooooo!

Welcome back to Fully Content!

Today, we’re understanding a very important yet overlooked topic:

TOFU, MOFU, and BOFU Content.

Every blog you write should align with your reader’s stage in the funnel.

Why?

Because if your content doesn’t meet them where they are, it won’t matter how beautifully written it is; it won’t convert.

Let’s talk about the sales funnel first.

What Is the Sales Funnel?

The sales funnel represents your customer’s journey from awareness to action. It helps people discover, engage with, and (hopefully) buy from your brand.

Here’s how it works:

1. Top of the Funnel (TOFU):This is where potential customers first learn about your brand. They don’t know much about you—or maybe even about their own problem—yet.

1. Middle of the Funnel (MOFU): Now that you’ve got their attention, it’s time to nurture interest.

1. Bottom of the Funnel (BOFU): This is where decisions are made. Your audience knows what they need, and now they’re deciding who to buy from.

Let’s understand each stage and see how your content changes (or should change) depending on the audience you’re addressing!

What Do TOFU, MOFU, and BOFU Blogs Look Like?

Now that you have the funnel, let’s talk about how blogs align with these stages:

1. TOFU Blogs (Top of the Funnel)

These are your traffic magnets. The goal is to attract readers who don’t even know they have a problem yet.

• Goal: Awareness.

• Tone: Friendly, approachable, and educational.

TOFU blogs are about introducing readers to the problem and setting the stage for your solution.

2. MOFU Blogs (Middle of the Funnel)

These blogs nurture interest and help readers explore solutions.

• Goal: Consideration.

• Tone: Informative but persuasive.

MOFU blogs position your brand as an expert and show readers why you’re the best option.

3. BOFU Blogs (Bottom of the Funnel)

This is where you seal the deal. Your audience is ready to buy—they just need that final nudge.

• Goal: Decision.

• Tone: Persuasive and confident.

BOFU blogs include testimonials, case studies, and calls to action that push readers toward conversion.

Why This Matters?

Writing a BOFU blog for TOFU readers (or vice versa) means giving the wrong information at the wrong time. It confuses your audience and makes it harder for them to connect with your content.

Every blog you create should have a purpose. 

If you’re investing time and resources into content, it should serve your audience at the right stage of their journey. Otherwise, why even bother?

What do you think?

Are you using TOFU, MOFU, and BOFU blogs the right way?

Before You Go...

✍️ Writing Tip of the Week

Try breaking up your longest sentence into two. Short, punchy sentences help keep your readers’ attention and make your writing clearer.

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I’ll see you next Tuesday!

Stay Fully Content,
Nikita