Top of the Funnel (TOFU)
💡 We apply this in: TOFU content →The top of the funnel (TOFU) is the upper stage of the marketing funnel where brand awareness is generated and a broad audience is attracted — people who do not yet know your business or have not identified a specific need.
beginner 💡 We apply this in: TOFU content →The top of the funnel (TOFU) is the discovery and attraction phase. Here the user does not even know they have a problem, or they know but have not yet started looking for solutions. The goal of TOFU content is not to sell: it is to capture attention, generate curiosity and establish your brand as a reference in the user's mind for when they are ready to move forward.
TOFU content that works
- Educational blog articles: "10 mistakes that ruin a hotel's online presence" or "Digital marketing guide for real estate agencies". They answer common questions without selling anything.
- Infographics and sector data: search statistics, market trends, benchmarks. Easy to share and with high backlink potential.
- Explainer videos: short visual content introducing concepts relevant to your audience.
- Social media posts: content that generates engagement and drives traffic to the website.
- Podcasts and collaborations: appearing in industry media amplifies reach without advertising cost.
TOFU by sector
In tourism: destination guides, articles on what to do in a location, lists of the best beaches or restaurants. The user is seeking inspiration, not a specific provider.
In real estate: local market analyses, price trend reports, guides for first-time buyers. They build authority before the user needs an agent.
In health: articles on symptoms, prevention and wellbeing. They generate high organic traffic that can be redirected towards specific services.
In automotive: model comparisons, maintenance guides, sector news. They attract an audience that will eventually need to buy, hire or repair.
TOFU and SEO strategy
TOFU content is the engine of organic traffic. Informational keywords have higher search volume than transactional ones and lower competition. A well-executed TOFU content strategy can multiply a website's organic traffic by 5–10 times in 6–12 months. This traffic feeds the full funnel: a portion of those visitors will become subscribers (MOFU) and ultimately leads and customers (BOFU).