The buyer’s journey is extremely helpful for marketers in mapping out content to align with where people are in the purchasing process. Whether you use the Awareness -> Consideration -> Decision model or thesales funnel model; ToFu -> MoFu -> BoFu , they both describe a similar process we all go through leading up to a purchase. Leveraging your existing content and mapping it out with the buyer’s journey is a great tactic for nurturing leads, but how do you go about creating new content?
Coming up with ideas for top-of-the-funnel (or ToFu- not to be mistaken by the vegetarian protein) is often easier than other stages as there’s a ton of room for creativity. In this stage, content should be purely educational and unbranded, helping the reader identify their problem. Examples of ToFu offers include:
