The Buyer’s Journey Explained: TOFU, MOFU, and BOFU Content That Works
The buyer’s journey explains how people move from awareness to decision. TOFU, MOFU, and BOFU content helps guide potential customers at each stage by giving them the right information at the right time.
What is the Buyer’s Journey
The buyer’s journey is the process people follow before making a purchase. It has three main stages:
| Stage | Focus | Goal |
|---|---|---|
| TOFU (Top of Funnel) | Awareness | Educate and attract |
| MOFU (Middle of Funnel) | Consideration | Build trust and evaluate options |
| BOFU (Bottom of Funnel) | Decision | Convert into a customer |
TOFU Content: Awareness Stage
At this stage, prospects realize they have a problem or need. They are looking for educational content, not a sales pitch.
Examples of TOFU Content
- Blog posts that explain industry basics
- Infographics and explainer videos
- Social media content that sparks curiosity
For a deeper dive, see our content marketing guide.
MOFU Content: Consideration Stage
At this point, prospects are comparing options. They want more detail and proof that your solution can meet their needs.
Examples of MOFU Content
- Case studies and whitepapers
- Webinars and product demos
- Comparison guides and in-depth articles
Learn more about nurturing leads with email.
BOFU Content: Decision Stage
Here, the buyer is ready to make a decision. They need reassurance and a clear reason to choose you over others.
Examples of BOFU Content
- Free trials or product demos
- Customer testimonials and reviews
- Strong calls to action with clear offers
See our digital strategy template for building conversion-focused campaigns.
Building a Full-Funnel Strategy
A balanced content strategy supports prospects from the first touch to the final purchase. Here are three steps:
- Map content to each stage of the journey.
- Track engagement and move leads through the funnel with email and retargeting.
- Test and refine based on performance data.
Explore our SEO services to make sure your funnel is discoverable.
Conclusion
The buyer’s journey helps marketers match content with intent. By aligning TOFU, MOFU, and BOFU strategies, you can build trust, nurture leads, and increase conversions. Start by auditing your content and filling any gaps.
Service spotlight: TrueFuture Media helps brands design full-funnel digital strategies that connect content to real business growth.
FAQs
What is TOFU content?
TOFU content attracts new visitors at the awareness stage with educational and broad-interest material.
How does MOFU content work?
MOFU content builds trust during consideration, offering detailed resources like case studies and webinars.
What is BOFU content?
BOFU content helps close deals by providing demos, testimonials, and strong calls to action.
Why map content to the buyer’s journey?
Mapping content ensures that your message matches buyer intent, improving engagement and conversions.
Last updated September 15, 2025