← Back to full glossary
Demand & Lead Gen
Demand & Lead Gen
What is Top of Funnel (TOFU)?
Top of Funnel (TOFU) refers to the earliest stage of the buyer’s journey, where a prospect is just becoming aware of a problem or category, well before they’re evaluating specific vendors.
Who Is It For?
TOFU content and campaigns are typically built by content and SEO teams focused on broad awareness and education.
How Is It Used?
It’s used to build awareness and capture attention early, before a prospect is ready for sales-focused messaging.
- Serve educational content — guides, blog posts, explainer videos — that builds category awareness
- Avoid pushing product-specific or sales-heavy messaging at this stage
- Optimize TOFU content for broad organic discovery and search visibility
- Nurture TOFU visitors toward middle- and bottom-funnel content over time
Related Terms & Concepts
Frequently Asked Questions
What’s the difference between TOFU and BOFU?
TOFU targets people who don’t yet know they have the problem a product solves; BOFU targets people who already know the problem and are actively deciding which vendor to choose.
What content works best at TOFU?
Educational, broadly accessible content like blog posts, guides, and explainer videos that build awareness without pushing a specific product.
