Today, we’re going to demystify a key component of search engine optimization (SEO) that often leaves people scratching their heads: the world of top-of-the-funnel content (ToFu) marketing. Don’t let the name fool you – we’re not discussing soybean products (though we wouldn’t say no to a delicious tofu stir-fry). Rather, we’re shining a light on the initial stage of the marketing funnel and the content best associated with it, which is all about making that crucial first impression with potential customers.

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What is Top-of-Funnel (ToFu) Content?

Top-of-funnel (ToFu) marketing refers to the strategies and tactics that businesses use to attract and engage a broad audience of potential customers who are at the earliest stage of the buying process.

The “funnel” metaphor comes from the idea that a large number of people will become aware of your brand or product (the top of the funnel), but only a portion of those will move further down the funnel to consider making a purchase, and an even smaller portion will actually decide to buy (the bottom of the funnel).

ToFu marketing is often used in tandem with SEO (Search Engine Optimization) strategies to ensure the content is discoverable to those who are searching for related topics on search engines like Google.

It’s important to note that ToFu marketing is not about selling. Instead, it’s about starting a relationship with potential customers, providing them with value, and positioning your brand as a trusted source of information or solution provider, which can eventually lead to sales further down the funnel.

top of funnel content for SEO by RiZen Metrics

Illustration of a Simple Marketing Funnel and Each Purpose


What Type of Content Do I Write for Top-of-Funnel?



In the context of ToFu marketing, the goal is to generate awareness and interest among a large audience, usually by providing valuable content that is relevant to what the potential customers are searching for. This content could be…

  • Blog posts

Suppose you run a travel agency. An example of ToFu blog content might be an article titled “10 Unforgettable Travel Destinations for Nature Lovers.” It would include engaging descriptions, beautiful photos, and maybe even a few travel tips. The idea here is not to push your travel packages but rather to inspire readers and fuel their interest in travel.

  • Infographics

Let’s say you’re in the fitness industry. An infographic entitled “The Benefits of Regular Exercise” could work as a ToFu piece. It could visually depict various benefits of exercise (e.g., improved mood, increased energy levels, etc.) using engaging graphics and minimal text.

  • Videos

If you’re in the cooking business, a video demonstrating “How to Make Perfect Homemade Pasta” could be your ToFu content. You can show the process step by step, ensuring anyone can follow along. It’s engaging, informative, and it indirectly suggests that you’re an expert in your field without overtly selling anything.

  • Webinars

Let’s assume you’re in the digital marketing industry. A webinar on “Understanding SEO: A Beginner’s Guide” could serve as a great ToFu content piece. It’s educational, introduces the audience to the subject, and positions your brand as a trusted source of information.

  • Social media posts

If you’re in the fashion industry, a series of posts featuring “Spring Fashion Trends” can be a good ToFu strategy. Sharing images of trending styles, color combinations, or outfit inspirations could be a great way to engage users. Again, you’re not directly selling but rather providing value and stoking interest in the topic.


How do I write Top-of-Funnel Content?

Writing top-of-the-funnel (ToFu) content is all about understanding your audience and what they need. For starters, you’ll want to be targeting informational keywords, and avoiding transactional, commercial keywords (more on that in a different blog post for Middle-of-Funnel and Bottom-of-Funnel content).

Informational Keywords

Informational keywords are search terms or phrases that users type into search engines when they’re looking for answers, solutions, or general information about a particular topic. These keywords typically start with “how to, ” “what is, ” “ways to, ” “tips for,” or the 5 Ws (who, what, when, where, why), among others.

The users’ intent behind these searches is not to buy something but rather to learn something or solve a problem. This makes informational keywords a key element of top-of-the-funnel (ToFu) content. By creating content that addresses the questions and topics associated with these keywords, you can attract a wide audience to your site, position your brand as a trusted source of information, and begin to build a relationship with potential customers.

For example, if you run a website about gardening, some relevant informational keywords might be “how to grow tomatoes,” “best time to plant roses,” “what is composting,” or “tips for indoor herb gardens.”

Using SEO tools, you can research and find the most searched informational keywords related to your field, which will give you a good idea about what kind of content your potential audience is interested in. By incorporating these keywords into your content, you can improve its visibility in search engine results and attract more visitors to your site.


Here are some steps to set up and create compelling ToFu content:

1. Define Your Audience

Who are you trying to attract to your site? What are their interests, problems, and desires? Understanding your audience is the first crucial step in creating content that will be relevant and valuable to them.

2. Conduct Keyword Research

Use tools like Google Keyword Planner, SEMRush, or Ahrefs to discover what phrases and questions your target audience is searching for. These keywords can give you insight into what topics your audience is interested in and help you tailor your content to meet those needs. Certain tools like SEMrush offer insight into what “type” of keyword you’re looking at. Make sure to toggle and sort by “informational” for this one.

3. Craft Engaging Content

ToFu content should be educational, engaging, and focused on providing value to the reader. This could be in the form of blog posts, articles, videos, infographics, or any other format that your audience engages with. Your content should answer questions, solve problems, or provide valuable insights that are relevant to your audience.

4. Use SEO Best Practices

Incorporate your target keywords naturally into your content, especially in your title and headings. Also, use meta descriptions, alt tags, and URL structures that include your keywords to help search engines understand what your content is about.

5. Include a Call to Action (CTA)

Even though ToFu content isn’t sales-focused, you should still include a soft CTA to guide your audience towards the next step. This could be an invitation to read more related content, sign up for a newsletter, download a free resource, or simply follow you on social media.

6. Measure and Adjust

Once your content is live, monitor your key metrics to see how it’s performing. Use this data to tweak your approach, refine your content, and continuously improve your strategy.

ToFu content can be an excellent way to attract a broad audience and start building relationships with potential customers. Just remember, the goal is to provide value and create a positive first impression of your brand. Happy writing!


How do I measure the success of ToFu Content?

Measuring the success of your Top of Funnel (ToFu) content marketing efforts can be a crucial part of understanding how effective your strategies are and where improvements can be made. Here are some key metrics to look at:

1. Traffic Volume

This is the most straightforward metric. If your goal is to draw a wider audience, then a boost in the number of visitors to your website, blog, or other online platform is a good sign your content is attracting attention.

2. Organic Search Traffic

This metric specifically looks at the visitors who come to your site through search engine results. A rise in organic traffic indicates your SEO efforts are paying off, making your content more discoverable to people searching for related topics.

3. Social Media Engagement

Shares, likes, comments, and reposts can all be indicators of successful ToFu content. If people are engaging with your content on social media, it’s a strong sign they find it valuable or interesting.

4. Time Spent on Page

If visitors are spending a good amount of time reading your content, it’s a sign they find it useful and engaging, which is exactly what you want from your ToFu content.

5. Bounce Rate

This measures the percentage of visitors who leave your site after viewing only one page. A high bounce rate may suggest your content isn’t engaging enough to encourage users to explore further.

6. New vs Returning Visitors

A healthy mix of both is ideal. New visitors indicate that your reach is expanding while returning visitors suggest that your content is compelling enough to bring people back.

7. Leads Generated

This could be measured through form fills, content downloads, newsletter sign-ups, or other actions that indicate a visitor is interested in what you’re offering.

Remember, while these metrics are important, the primary goal of ToFu content is to generate awareness and interest, not immediate sales. Be patient, consistent, and always strive to provide your audience with valuable content, and the results will follow.


Bottom Line

At the end of the day, top-of-the-funnel (ToFu) content isn’t a confusing jumble of SEO jargon. It’s simply about getting to know your audience, their interests, and their questions, then creating valuable, engaging content that answers those questions and sparks their interest. It’s about building trust, providing value, and beginning a conversation that could lead a casual browser down the path to becoming a loyal customer.

Remember, ToFu content isn’t about making the hard sell; it’s about building relationships. Use those informational keywords to craft content that resonates with your audience and meets them where they are in their buying journey.

Don’t forget to continuously monitor your performance using the right metrics to ensure your efforts are yielding results and adjust your strategy as needed. Be patient, be consistent, and above all, keep delivering value. With a thoughtful approach to ToFu content, you’ll be attracting and engaging your audience like a pro in no time. Now go forth and write that stellar top-of-the-funnel content!