In today’s digital landscape, simply creating content isn’t enough—you need a strategic approach to guide potential customers from awareness to purchase. That’s where a content marketing funnel comes in.
A well-structured funnel nurtures leads, builds trust, and ultimately drives conversions. In this blog, we’ll break down the TOFU, MOFU, and BOFU stages of the funnel and show you how to build one with real-world examples.
What Is a Content Marketing Funnel?
A content marketing funnel is a framework that maps out the customer journey, delivering the right content at the right time. It consists of three key stages:
- TOFU (Top of the Funnel) – Awareness
- MOFU (Middle of the Funnel) – Consideration
- BOFU (Bottom of the Funnel) – Decision
Each stage requires different types of content to move prospects closer to a purchase.
1. TOFU (Top of the Funnel): Attracting Strangers
Goal: Educate and attract a broad audience.
At this stage, potential customers are just discovering their problem—they’re not yet looking for a solution. Your job is to capture their attention with valuable, non-promotional content.
Content Types for TOFU:
✔ Blog posts ("What is…?" or "How to…?" guides)
✔ Social media posts (infographics, short videos)
✔ SEO-optimized articles (answering common questions)
✔ Podcasts or webinars (general industry insights)
Real-World Example: HubSpot’s Blog
HubSpot attracts millions of visitors with free educational content like:
- "What is Inbound Marketing?"
- "How to Generate Leads on LinkedIn"
This builds trust before pitching their CRM software.
2. MOFU (Middle of the Funnel): Nurturing Leads
Goal: Engage prospects who are considering solutions.
Here, your audience knows their problem and is researching options. Your content should position your brand as the best solution without being overly salesy.
Content Types for MOFU:
✔ Case studies (proving your solution works)
✔ Comparison guides ("Product A vs. Product B")
✔ Email nurture sequences (educational drip campaigns)
✔ Free tools or templates (lead magnets)
Real-World Example: Shopify’s Ecommerce Guides
Shopify offers in-depth resources like:
- "How to Start an Online Store in 2025"
- "Dropshipping vs. Print-on-Demand"
These guides help entrepreneurs decide while subtly promoting Shopify’s platform.
3. BOFU (Bottom of the Funnel): Converting Buyers
Goal: Push leads to make a purchase decision.
At this stage, prospects are ready to buy—they just need a final nudge. Your content should overcome objections and drive action.
Content Types for BOFU:
✔ Free trials or demos (letting users experience the product)
✔ Customer testimonials & reviews (social proof)
✔ Limited-time offers (scarcity & urgency)
✔ Live demos or consultation calls (personalized pitches)
Real-World Example: Salesforce’s Free Trial
Salesforce doesn’t just say, "Buy our CRM." Instead, they offer:
- A free 30-day trial
- Demo videos showing ROI
- Customer success stories
This reduces risk and encourages sign-ups.
How to Build Your Own Content Marketing Funnel
Step 1: Define Your Audience
- Who are your ideal customers?
- What problems do they have?
Step 2: Map Content to Each Funnel Stage
- TOFU: Blog posts, social media, SEO
- MOFU: Webinars, case studies, email courses
- BOFU: Free trials, testimonials, discounts
Step 3: Use Lead Magnets to Capture Emails
- Offer a free eBook, checklist, or template in exchange for contact info.
Step 4: Nurture with Email Automation
- Send targeted emails based on user behavior (e.g., abandoned cart reminders).
Step 5: Analyze & Optimize
- Track metrics like CTR, conversion rate, and time spent on each piece of content.
Final Thoughts
A content marketing funnel isn’t just about selling—it’s about building relationships. By delivering the right content at each stage, you turn strangers into loyal customers.