Whole funnel in one content piece
We all talk about the marketing funnel – TOFU, MOFU, BOFU. Top, Middle, Bottom. Awareness, Consideration, Decision. The typical advice? Map your channels to these stages:
Social media? That's TOFU.
Webinars or case studies? Definitely MOFU.
Sales pages and demos? Pure BOFU.
Simple, right?
But here's where this thinking falls flat: it ignores how people actually consume information.
Your prospects don't live neatly in one stage or hop predictably from your "TOFU channel" to your "MOFU channel." They bounce around. They might see a BOFU-style ad first, get intrigued, then look for TOFU-style social proof later.
If your channels or content only cater to one specific stage, you're creating massive gaps in their journey. You're making them do the hard work of piecing things together.
And that’s why leads drop off. That’s why content doesn’t convert.
The real leverage comes from applying the TOFU/MOFU/BOFU framework within your channels, and even within a single piece of content.
The Multi-Stage Channel Strategy
First, instead of assigning one stage per channel, think about how each channel can guide someone through multiple stages.
Take social media, often labelled purely "TOFU":
TOFU Posts: Broad appeal, introduces a problem or idea (e.g., "Did you know 95% of your market isn't ready to buy yet?").
MOFU Posts: Builds trust, educates, showcases expertise (e.g., Sharing a framework, a mini-case study, client results).
BOFU Posts: Direct calls to action, highlighting the next step (e.g., "Want my template for X? DM me.", "Book a discovery call here.").
You're meeting people where they are on that channel and giving them pathways to move forward, without forcing them to jump platforms prematurely.
The Micro-Funnel: TOFU/MOFU/BOFU in One Post
This is where it gets really powerful. You can structure even a single piece of content to act as its own mini-funnel.
Where the beginning speaks to a wider audience, the middle educates and qualifies that audience, and the end converts them.
Imagine a LinkedIn post, a YouTube video, or even an email like this one:
The Hook (TOFU): Grab attention of a wider audience immediately. Start with a bold statement or a problem that’s relatable not just for your ideal prospects, but wider market. Instead of “lead generation” problems talk about people ghosting you, for example.
The Value/Explanation (MOFU): Go deeper into the problem providing value but steering the conversation into the solution your provide. Continuing the “lead gen” example: I could tell you that people don’t reply to you because you don’t spark their curiosity enough, and I’ve send 1000s of cold emails and I know the trick to getting people curious, and it’s a 3 step framework…
The Call To Action (BOFU): Tell your exact audience what to do next. This doesn't always have to be "Buy Now." It could be "Comment below," "DM me for the resource," "Watch the full video," "Visit this link," or yes, "Book a call." To lead them there you could say for example: if you want to see my exact cold email template that gets CEOs of Forbes 500 companies to reply, DM me “cheerios”.
You're essentially creating a complete qualification journey within one interaction.
This approach respects your audience's time and attention span. It allows a single piece of content to potentially move someone from unaware to interested, or from interested to taking action, far more effectively than content stuck rigidly in one "stage."
Stop thinking about your funnel as separate boxes tied to specific channels.
Start thinking about how every interaction, every post, every video can guide your prospect one step further down the path.
Build the funnel into your content.
That's how you turn passive scrollers into active leads.
Have a great week everyone. The last one was so packed I almost forgot about my weekly newlsetter :)
Oh, and I should give you a call to action!
Hey, schedule a free consultation and let’s talk getting your social selling funnel in order!