Awareness Stage

Top of Funnel

• Refers to the initial stages of a sales funnel – i.e. attracting potential customers and leads.
• TOF content is typically broader and aims to educate or inform the audience about a general topic related to their interests without directly promoting a specific product or service.
• TOF content aims to generate leads by building trust and providing value to the audience.

Top-of-funnel blog posts typically tick the following boxes:

• Written conversationally, steering away from jargon or technical examples that might overwhelm readers
• It avoids any “hard sell” or transactional call-to-action (although light product mentions are okay)
• Assumes that the post being read is the reader’s first encounter with a product

Middle of Funnel

• The middle-of-funnel (MOF) is where potential customers have moved beyond the initial awareness stage (TOF) and are seriously considering your product or service.
• At this stage, customers look closely at your offering(s) and compare it with your competitors. In other words, they need information to help them make an informed decision.
• In the middle of the funnel, you must grab the opportunity to educate, nurture, and build relationships with your potential customers.
• The overall goal is to guide prospects toward the bottom of the Funnel (BOF), at which point they’ll hopefully decide to purchase your product or service.

Bottom of Funnel

• The bottom of the Funnel refers to the end stages of a sales funnel. BOF content focuses more on closing the deal and converting leads into customers.
• At this stage, the audience is already interested in the product or service and is closer to purchasing.
• BOF content should emphasize the product's benefits, including calls to action, purchase incentives, discounts, and offers.

Audience

The audience filter on the library has five options.