TOFU, MOFU, BOFU (top, middle, bottom of funnel)
Shorthand for content and campaigns aimed at the top of the funnel (people not yet looking), the middle (people comparing) and the bottom (people ready to buy). It helps teams plan a mix instead of only writing sales pages or only writing awareness posts. Real buyers do not move in a straight line, and most top-of-funnel value shows up later as brand choice, so judging TOFU content on direct leads undervalues it.
Where it's used
Used in content plans, editorial calendars and paid media briefs to balance reach, consideration and conversion. Good for spotting gaps, such as plenty of product pages but nothing for people who are not yet in market.
Example
A content plan for accounting software
Illustrative scenarioA small-business accounting tool maps its content. At the top: articles on starting a company and a calculator for self-employed taxes. In the middle: comparisons with spreadsheets and other tools. At the bottom: a pricing page, a migration guide and a free trial. The top content produces few direct sign-ups but is where most future customers first meet the brand.