If you’re a small business owner who needs to develop a solid marketing strategy then it is important for you to understand the marketing funnel.


If you thought that ToFU was just a squishy bean square then read on!


The marketing funnel is a framework that breaks down a potential customer's journey from awareness to purchase. It consists of three stages: Top of the Funnel (ToFU), Middle of the Funnel (MoFU), and Bottom of the Funnel (BoFU).


In this article, we’ll focus on the importance of creating engaging content for both the top and bottom of the funnel and provide you with practical ideas to nurture leads at each stage.


The Marketing Funnel explained

The marketing funnel represents the customer's progression through different stages of the buying process. At the top of the funnel (ToFU), potential customers are in the awareness stage. They may be aware of a problem or need but have not yet discovered your brand or product/service.

In the middle of the funnel (MoFU), prospects have shown interest and are considering various options.

Finally, at the bottom of the funnel (BoFU), leads are ready to make a purchase decision and need validation and persuasion to convert into customers.


Top of Funnel (ToFU)

ToFU content aims to capture the attention and interest of potential customers who are still in the early stages of their buyer's journey.

Content ideas for ToFU

  1. How-tos/Tips
    Create blog posts, videos, or infographics that provide valuable information and practical tips related to your industry. This content helps educate your audience and positions you as an authority and trusted resource.
  2. Lead Magnets
    Offer downloadable resources such as checklists, or templates in exchange for an email address. These lead magnets provide value to your audience and help you build a relationship with them.
  3. Videos
    Create short, attention-grabbing videos that showcase your products or services, explain complex concepts, or provide tutorials. It’s important to highlight that these don’t need to be slick, professional videos. Many businesses create videos using a smart phone. It’s the content that’s important.
  4. Webinars
    Host live or pre-recorded webinars on topics relevant to your industry. Webinars allow you to demonstrate your expertise, engage directly with your audience, and answer their questions in real-time.


Bottom of Funnel (BoFU)

BoFU content focuses on validating the purchase decision. This is the stage where you convince prospective customers or leads to take action.

Content ideas for BoFU

  1. Case Studies and success stories
    Highlight real-life examples of how your product or service has benefitted customers. Case studies provide ‘social proof’ and build trust.
  2. Testimonials
    Now that your ideal customer or client is aware of what you offer, convince them to them to make a purchase by showcasing what others say about your business. Gather testimonials from satisfied customers and feature them on your website, social media, or marketing materials.
  3. Free Trials/Demos
    Offer free trials or live product demos to allow potential customers to experience your product or service first hand. This hands-on approach can help remove any remaining barriers to purchase.
  4. Limited-Time Offers
    Create a sense of urgency by offering exclusive discounts or time-limited promotions. This can incentivise leads to make a purchase decision sooner rather than later.

When organising your content, categorise it based on where it fits in the marketing funnel. Also, consider how you'll distribute each piece. Social media, for example, works throughout the funnel, while email marketing is more effective for later stages when potential customers are familiar with your brand and comfortable sharing their contact information. It is important that you use both types of content to capture prospective customers or clients at all stages of the purchase journey. Remember to tailor your content to address their specific needs and guide them towards making a confident purchase decision.


Good luck!