How to choose the ultimate type of content for ToFu and MoFu campaigns

4 min read By August 23, 2021 September 27th, 2022 No Comments

You’re probably familiar with lead funnels, but did you know each stage of this funnel has its own type of ideal content? In this article, we’ll introduce you to ToFu (no, not the vegan kind), MoFu and BoFu.

Your end-users are smart, it takes more than an informational flyer to persuade them to become a customer. You’ll need seriously good content to convince them of your worth, like e-books, videos and even demo’s. Did you know that every type of content has its ideal timing in the sales funnel? In order to maximize the impact of your marketing efforts, it’s key to launch the right campaign at the right time.

The different stages of the lead funnel

To figure out which content is right for which moment, it’s important to take a look at the classic marketing model of the lead funnel. End-users enter the funnel at the top, at this point they don’t know your company yet. In the middle, they start to get interested in what you have to offer. At this point, leads are researching what type of product suits their needs. When they reach the bottom of the funnel, they’ve become actual customers. Success!

These three stages all require a specific approach in order to persuade the end-user:

  • ToFu: Top of the Funnel
    Content designed to raise awareness and authority.
  • MoFu: Middle of the Funnel
    Content that allows users to familiarize themselves with the details of your product or service.
  • BoFu: Bottom of the Funnel
    Sales activities.


ToFu, MoFu, BoFu Funnel | ToFu, MoFu, BoFu Template

In general, BoFu is managed by sales. They close the deal by offering the potential customer a great deal. ToFu and MoFu on the other hand can be influenced by marketing. Curious to learn which type of campaigns work best in which phase? We analyzed over 100 campaigns and cracked the code.

The best campaigns for ToFu

At the very top of your lead funnel, end-users are unfamiliar with your brand and what you have to offer. You need to create some buzz around your products or services with conversation-starting content like informational video’s and blogs. Make sure they become aware of your company as an important player in the market.

Getting end-users to become familiar with your brand isn’t the only step you need to take in the TOFU-stage. They also have no reason to trust you yet. That’s why authority-enhancing content is a great match for the TOFU-stage. Show that you are an expert in your field by giving away free knowledge in whitepapers and e-books.

In return for this content, ask for contact details and permission to send sales-related e-mails in the future. Here, you can benefit from the reciprocity principle: people have the tendency to return a favour when they have received something for free.

The best campaigns for MoFu

Now that your potential customers have reached the middle of the funnel, they are more familiar with your brand. They are interested in your products or services and are eager to learn more. How does it work and why are you better than the competitors? As a result, they are more receptive towards content like demos and try & buys. They might even request a quote! This is your chance to show your lead some facts and figures about your products or services. MoFu-campaigns are very valuable because they allow you to nurture your leads and determine when a potential customer is ready to buy. Always end your MoFu-campaigns with a call-to-action, telling your lead what to do next.

Because these types of content require a stronger connection with the end-user, it’s smart to use your reseller’s existing network. Try posting MoFu-campaigns on the social media profiles and websites of your resellers. This keeps costs low and campaign engagement high. By using Channext, you can seamlessly publish both ToFu and MoFu campaigns for your resellers. The platform automatically posts on your partner’s social media.


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