How’s your ToFu content?

No I’m not looking for a plant-based recipe (though I am currently vegan-ish).

It’s a marketing acronym that stands for Top of Funnel. It’s where your group of potential customers start, before they hopefully filter through to the BoFu (bottom of funnel) when they’re ready to buy. At the ToFu stage they’re just becoming aware of their need, they’re looking for information.

Keep these people in mind when you’re planning marketing content. There’s no point hammering them with a ‘buy now’ message or discount. They’re not ready to buy. They’re having a mooch around, sussing out what's relevant to them.

Give them the right content and they might stay a while and move along the funnel.

Give them the wrong content - ‘hey here’s an offer, buy now, over here yoo hoo!’ - and they’ll probably go elsewhere.

At this point in their customer journey (hey we’re all on a journey guys), they want information. Think blogs, guides, short video clips, infographics.

Give them the content that answers their questions. It will move them a step closer to buying and help you filter out the ones that were never serious anyway.

If you need help writing some tasty ToFu content, get in touch.