Ever feel like your content isn’t converting—despite the traffic?
It’s probably not your copy. Or your SEO. It’s likely that your content is out of sync with where your audience is in their decision-making process.
That’s where funnel-based content mapping comes in.
In this guide, I’ll break down how I align content with each stage of the buyer journey—Top of Funnel (TOFU), Middle of Funnel (MOFU), and Bottom of Funnel (BOFU)—so you’re not just attracting clicks, but moving buyers forward.
What You’ll Learn in This Article
- What TOFU, MOFU, and BOFU actually mean (in plain English)
- How to identify which stage your content belongs to
- The content types that work best at each stage
- My process for mapping keywords and content to the funnel
- The most common mapping mistakes (and how to avoid them)
Why Funnel-Based Content Mapping Works
Your audience isn’t monolithic. Some are just learning about the problem. Others are choosing between you and a competitor.
When you map content to funnel stages, you:
- Attract the right people with the right message
- Create smoother content journeys
- Improve engagement, trust, and conversions
If you skip this? You risk showing your demo CTA to someone who’s just now learning what a CRM is.
TOFU (Top of Funnel) – Awareness Stage
This is where people realize they have a problem—but don’t yet know the solution.
They’re asking:
- “What is…?”
- “Why does this happen?”
- “How can I fix this?”
Goal: Educate and attract
You’re building awareness, not making a sales pitch.
TOFU Content Types:
- Blog posts
- Educational guides
- Infographics
- Podcasts
- Social content
- Intro videos
Keyword Intent:
Informational
Examples:
- What is keyword research?
- Signs your remote onboarding process is broken
- How to improve employee engagement
Want to see how I build TOFU topics with intent?
The Ultimate Guide to Keyword Research for 2025
MOFU (Middle of Funnel) – Consideration Stage
Now they know the problem—and they’re looking for solutions.
They’re asking:
- “What are my options?”
- “Which tools or approaches work best?”
- “Who’s done this before?”
Goal: Help them evaluate solutions
You’re showing how your product or service can help—without pushing too hard.
MOFU Content Types:
- Comparison guides
- Webinars
- Case studies
- How-to videos
- Product listicles
- Email nurture sequences
Keyword Intent:
Commercial / Navigational
Examples:
- Best keyword research tools
- Keyword research vs content mapping
- Conductor alternatives for enterprise SEO
This is where your content should stand out for clarity, trust, and depth.
See how I position content types for this stage here:
Content Mapping 101
BOFU (Bottom of Funnel) – Decision Stage
They’re ready. They’ve done the homework. Now they’re choosing.
They’re asking:
- “Why should I choose this over that?”
- “What does this cost?”
- “Can I trust this brand?”
Goal: Convert
This is where you address objections, prove your value, and invite action.
BOFU Content Types:
- Product pages
- Pricing pages
- Customer testimonials
- ROI calculators
- Demo requests
- Sales pages
Keyword Intent:
Transactional / Branded
Examples:
- Buy keyword research software
- Conductor pricing
- MKH content strategy services
Your CTA should be front and center—and crystal clear.
If you’re not sure how to align SEO with content that sells, read:
The Link Between SEO Keywords and High-Converting Content
My Step-by-Step Process for Funnel-Based Content Mapping
Here’s how I do it for clients and campaigns:
1. Start with Audience Intent
I look at what people are actually searching for—and what those searches tell me about their stage.
TOFU = curiosity
MOFU = consideration
BOFU = action
I use search data, customer conversations, and sales team insights to validate this.
2. Map Keywords to Funnel Stages
I assign each keyword to TOFU, MOFU, or BOFU using:
- Intent
- Language cues (like “best,” “vs,” “pricing”)
- SERP analysis (what’s already ranking)
This makes it easier to plan content with purpose.
Need a shortcut? Use my breakdown here:
Keyword Prioritization Tips
3. Build a Content Matrix
I plot content types by funnel stage and topic.
| Funnel Stage | Topic: Keyword Research |
| TOFU | “What is keyword research?” blog post |
| MOFU | “Best keyword research tools” comparison |
| BOFU | “Request a demo of MKH keyword strategy” landing page |
Each piece links to the next. That way, visitors don’t just land and leave—they move forward.
4. Optimize Each Stage Accordingly
- TOFU: Focus on education, SEO, and readability
- MOFU: Add internal links, subtle CTAs, and proof
- BOFU: Make CTAs bold, persuasive, and fast to act on
No one wants a “Request a Demo” banner on a TOFU blog post. Trust me.
Common Funnel Mapping Mistakes
- Treating all content like it’s BOFU (over-selling too early)
- Publishing only TOFU content (hello, traffic… goodbye, leads)
- Forgetting to guide users between stages
- Using the same CTA everywhere
Each stage deserves its own tone, format, and offer.
Otherwise, you’re just creating noise.
Final Thoughts: Don’t Just Create Content—Guide Journeys
TOFU, MOFU, and BOFU content are not siloed—they’re a sequence.
When you map content across the funnel:
- You meet users where they are
- You build trust over time
- You increase conversions without being pushy
If your content plan doesn’t account for buyer stage, that’s not strategy—it’s guesswork.
Want to align content by keyword, journey, and value?
Start here:
How to Build a Content Strategy Around Keyword ResearchOr turn keywords into actual sales assets:
From Keywords to Conversions
