Top of funnel ( TOFU ), middle of funnel ( MOFU ), and bottom of funnel ( BOFU ) content is very different — and should follow the logical path of the customer.
TOFU ( or top of funnel ) content includes blog posts, earned media, and other pieces of content that informs and educates. It’s not sales-driven.
MOFU is the middle of the funnel and can include email campaigns, webinars, ebooks, and case studies. Typically you’re trying to generate leads by getting people to give you their information in exchange for your content.
BOFU, or bottom of funnel, content should give potential customers the information they need to make an informed purchase decision. This includes optimized checkout pages, competitor comparison charts, product or service consultations.