TOFU, MOFU, and BOFU.
If you’ve been in content marketing for a while, you’ll know those acronyms aren’t some strange culinary trend – they refer to “Top of Funnel,” “Middle of Funnel,” and “Bottom of Funnel.” They’re used to organize content according to the user’s journey, so marketers can deliver more relevant content based on where a prospect is in the buying cycle.
This idea of thinking about content in terms of the user journey can, and should, be applied to PPC advertising. Paid clicks are an ideal way to lead or nudge prospects through their buyer’s journey.
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