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TOFU / MOFU / BOFU (Top/Middle/Bottom of Funnel)
TOFU/MOFU/BOFU — основа любой content strategy. Помогает планировать контент под разные стадии buyer's journey.
3 уровня
- TOFU (Awareness): blog posts по general topics, infographics, videos, social, podcasts. Метрики: traffic, brand awareness.
- MOFU (Consideration): e-books, white papers, comparison guides, webinars, calculators. Метрики: leads, MQLs.
- BOFU (Decision): case studies, demo, free trial, pricing, ROI calculator. Метрики: SQLs, opportunities.
Распределение
Типичный split: TOFU 60% контента, MOFU 30%, BOFU 10%. TOFU нужен много (low conversion), BOFU — мало но critical.
Когда применять и когда нет
Применять
- Content strategy planning
- Marketing budget allocation
- Performance reporting
Не применять
- Очень короткий impulse buyer's journey (low-cost B2C)
Примеры применения
SaaS PM-tool: TOFU — «Что такое sprint planning» (blog). MOFU — «Сравнение топ-10 PM-tools» (e-book за email). BOFU — «ROI calculator: stop using Excel for project management» (interactive tool на product page).
Часто задаваемые вопросы
По behavioral signals. TOFU: read blog, watched video. MOFU: downloaded e-book, attended webinar. BOFU: visited pricing, requested demo. Lead scoring автоматизирует определение и присваивает MQL/SQL статус.