TOFU (Top-of-Funnel) Content Strategy focuses on attracting potential customers at the awareness stage of the buyer journey. These prospects don’t yet know they have a problem—or are just starting to explore it—so the content should educate, inspire, or entertain without pushing a product.
Effective TOFU content answers broad questions, introduces relevant topics, and builds brand trust. Formats often include blog posts, explainer videos, infographics, or social media content. The goal? Get on your ideal customer’s radar and earn their curiosity.
Example:
A B2B cybersecurity company creates a blog post titled “5 Signs Your Business Might Be Vulnerable to a Data Breach.” This non-promotional content attracts traffic from search engines and social media while starting the conversation on data protection.