Content Marketing
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TOFU
Top of Funnel: content and ads for people who just noticed a problem. The job is demand and trust, not an immediate sale.
Detailed explanation
Definitions, news recaps, and broad-audience ads live here. KPIs are usually reach, sign-ups, or content consumption. Last-click ROAS unfairly fails this layer.
Copy answers “what is it / why it matters”. Price and hard forms too early raise costs.
Glossary entries are natural TOFU assets. Growing an email list is often a better conversion goal here than a purchase.
Frequently asked questions
- Should TOFU ads be cut on ROAS?
- Last-click ROAS punishes this layer. Assisted conversions, MER, and list growth are fairer.
- What content is TOFU?
- Definitions, news, broad guides, and tools. Comparisons and pricing pages usually sit lower.
Related terms
Internal links for the topic cluster — read these concepts together.
- MOFUMiddle of Funnel: people who accepted the problem and are comparing approaches. Guides, examples, and email sequences build trust here.
- BOFUBottom of Funnel: people who are ready to decide. Proof, objection handling, and a clear call to action concentrate here.
- FunnelA Funnel is a marketing model that visualizes the stages a potential customer moves through from first encountering a brand to making a purchase, and is used to analyze user drop-off at each stage.
- Search IntentThe purpose behind a query: learn, compare, navigate, or buy. Pages and ads rank and convert when they match that purpose, not just the keywords.
- Lead MagnetA Lead Magnet is a marketing incentive — a free, valuable piece of content or tool — offered in exchange for a potential customer providing their contact information, usually an email address.
- Customer JourneyThe map of touchpoints from first awareness to loyalty. Unlike a single funnel slide, channels and emotions overlap.