TOFU, MOFU & BOFU Explained: Funnel Stages + Real Content Examples (2025 Guide)

What Are TOFU, MOFU and BOFU?

TOFU, MOFU and BOFU stand for the three stages in a content marketing funnel:

• TOFU (Top of Funnel): Awareness stage. Potential customers realize they have a problem. Content aims to attract and educate.
• MOFU (Middle of Funnel): Consideration stage. Prospects evaluate options. Content should build trust and demonstrate value.
• BOFU (Bottom of Funnel): Decision stage. Leads are ready to buy. Content negotiates the final push toward conversion.

These stages align with buyer intent from discovering a problem (TOFU), exploring solutions (MOFU), to choosing a vendor (BOFU).

Why TOFU, MOFU, BOFU Matters in Modern Marketing (2025)

Focusing on stage based content is essential today:

• Content segmentation lets you address specific buyer needs at each stage.
• Funnel aligned content boosts conversions and ROI, guiding users smoothly from TOFU to BOFU.
• The funnel vs. flywheel debate exists but even flywheels need TOFU for new entry, MOFU to nurture and BOFU to close sales.

TOFU Content: Awareness Stage Examples & Tactics

TOFU content aims to get found, educate and engage:

• Types: Blog posts, social media videos, infographics, podcasts.
• Examples:
  1. How to choose the perfect project management system (blog)
  2. Why small businesses struggle with remote team communication (infographic)
  3. Simple explainer videos: “What is inbound marketing?”
• Tactics:
  1. Use tools like AnswerThePublic and Google Trends to find common questions.
  2. Optimize for keywords like “What is inbound funnel marketing.”
  3. Offer free guides or short checklists as lead magnets.

MOFU Content: Consideration Stage Examples & Tactics

MOFU content builds credibility and trust:

• Types: Webinars, case studies, eBooks, buying guides.
• Examples:
  1. SaaS vs traditional licensing: 2025 comparison PDF
  2. Customer Case Study: How Company X reduced churn by 30%
  3. Interactive quiz: “Which marketing funnel suits your business?” using Typeform
• Tactics:
  1. Use gated content to capture leads.
  2. Host live or on demand webinars showing your product in action.
  3. Build comparison guides (e.g., your tool vs. competitors).

BOFU Content: Decision Stage Examples & Tactics

At BOFU, it's all about conversion:

• Types: Free trial offers, demos, pricing pages, ROI calculators, testimonials.
• Examples:
  1. “Schedule a 15 minute live demo” using Calendly
  2. Page with customer quotes, star ratings and video testimonials
  3. Embedded ROI Calculator: “How much can you save with our tool?”
• Tactics:
  1. Segment email lists from MOFU content to send targeted demo invites.
  2. Use CRM automation to offer limited time discounts.
  3. Make your pricing transparent and comparison friendly.

Sample Content Plan: TOFU → MOFU → BOFU for a SaaS Business

Imagine a Marketing Automation SaaS seeking more leads:

This map ensures prospects move logically through picking up, considering and choosing your service.

Common Mistakes When Creating Funnel Content

• ❌ Misaligned messaging: Speaking about product benefits in TOFU content can turn readers away.
• ❌ Repeating TOFU at MOFU: Don't reuse “what is” blog posts as mid-funnel content.
• ❌ Skipping BOFU: Without clear conversion content, leads slip away.

TOFU, MOFU, BOFU Content Distribution Channels

Here’s where each stage is best shared:

• TOFU:
  • Publish on blog + SEO
  • Post on social media (LinkedIn, Twitter)
  • Boost with lightweight paid ads
• MOFU:
  • Email drip campaigns
  • Retargeting ads with comparison content
  • Host webinars & share gated content
• BOFU:
  • Personalized email outreach
  • LinkedIn lead gen ads
  • Demo invites and reminder emails

Bottom Line

Using a well planned TOFU → MOFU → BOFU strategy is key to building a content marketing engine that attracts, nurtures and converts. Want a ready-to-use funnel content checklist or tailored 2025 funnel strategy? Or looking for optimized content?

Explore our Content Optimization or Custom Solutions to boost conversions and ROI.

Frequently Asked Questions (FAQs)

What does TOFU, MOFU, BOFU stand for?

TOFU = Top of funnel (awareness), MOFU = Middle (consideration), BOFU = Bottom (decision).

Is TOFU content only for blog posts?

Not at all! TOFU can be videos, infographics, podcasts and quizzes.

How do you convert MOFU leads to BOFU?

Nurture them with webinars, comparison guides and personalized email sequences that lead to demo requests.