Top of Funnel / Content Marketing Terms Top of Funnel Top of Funnel (TOFU) refers to the first stage in the marketing funnel where people are just beginning to learn about your brand, product or mission. This stage focuses on building awareness among individuals who may not yet be familiar with what you offer. The goal is to attract interest and provide value without asking for a purchase, donation or signup immediately. TOFU strategies include educational blog posts, how-to videos, social media content, downloadable guides and podcast episodes. These materials are designed to inform or inspire, helping the audience understand a challenge or trend that aligns with your expertise. Channels such as search engines, social media, display ads and partnerships are often used to reach new users at this early stage. Key performance indicators might include impressions, video views, new sessions or branded search volume. Top of funnel content sets the stage for deeper engagement. It helps build trust, establish authority and guide users toward mid-funnel actions such as email signups, content downloads or webinar attendance. For nonprofits, this might mean introducing the issue you address or sharing stories that humanize your work. For SaaS or B2B brands, it may involve offering insight into a common pain point. By introducing your brand early in the customer journey, you can turn passive viewers into engaged prospects and long-term supporters.