Most marketing teams post and hope.
The top brands post with a system.
That’s the real difference between random visibility and reliable revenue.
Content isn’t a lottery where you buy tickets (posts) and hope one goes viral. It’s a funnel, a structured process designed to move people from curiosity to conversion. When you treat it like a funnel, every post has a purpose. Every view, like, and comment plays a role in building momentum.
TOFU → Pulls Attention
Top of Funnel content is your magnet. It’s what earns the scroll, stops the thumb, and earns a first impression. At this stage, you’re not selling, you’re intriguing.
Lead with ideas that make people feel seen: industry pain points, contrarian takes, or small “aha” moments from your daily work. TOFU content builds awareness and establishes credibility. It signals, “I understand your world.”
Think: a quick story that breaks a myth, a visual or analogy that simplifies a complex idea, or a one-line truth that earns a save or a share. You’re not trying to close; you’re trying to connect.
MOFU → Sparks Conversations
Middle of Funnel content is where you shift from impressions to interactions. This is where curiosity turns into conversation.
At this stage, your audience already knows who you are and now they need to know what you believe. Share frameworks, personal lessons, or examples that help people see a better way to solve their problems. This is your chance to teach, challenge, or inspire action.
Ask questions. Invite dialogue. Respond to comments thoughtfully. In B2B, the sale often starts in a comment thread, not a cold DM.
BOFU → Drives Conversions
Bottom of Funnel content turns relationships into results. Now that you’ve earned trust, it’s time to show proof.
BOFU content should demonstrate outcomes, credibility, and confidence. Case studies, testimonials, behind-the-scenes insights, and “here’s how we did it” stories work best here. You’re not bragging; you’re showing evidence.
The tone shifts from storytelling to partnership: “Here’s how we help leaders like you win.”
The System That Scales Trust
When done right, this funnel creates compounding returns. Each post builds on the last. Each interaction seeds future demand.
The biggest mistake? Treating content like a one-off performance instead of a repeatable process. Top brands know that consistency compounds and systems scale what luck can’t.
Post with purpose.
Steal the funnel.
Make it yours.
TOFU pulls attention. MOFU sparks conversations. BOFU drives conversions. And when your content runs like a system, the results feel like magic.