Hey friend,
In my last email, I showed you how to use Gemini to uncover powerful audience insights. Now, it's time to turn those pain points, use cases, KPIs, and triggers into a blog strategy that positions you as THE expert solution for
your ideal client.
Your blog: A multi-stage powerhouse
Forget the idea that blog posts are just for awareness content. Here's how to use them from the top to the bottom of the funnel.
- TOFU (pronounced tow-foo) stands for the "top of funnel." It's the awareness
stage of the buyer's journey. Attract attention with problem-focused posts solving buyers' specific use cases and pain points.
- MOFU (pronounced mow-foo) stands for the "middle of funnel." This covers the interest and consideration stages of the buyer's journey, where you build trust through in-depth tutorials, comparisons, and "how I solved this client problem" examples. In MOFU, demonstrate your expertise.
- BOFU (pronounced bow-foo)
stands for the "bottom of funnel." It's the decision stage of the buyer's journey. BOFU content for your blog includes case studies with results and content addressing common client objections, for instance, "Is [your product or service] worth the investment?" BOFU content nudges buyers towards choosing you.
Mapping with a purpose: An example
Guiding your audience through their buying journey, from the first spark of awareness to the final decision, is about strategic alignment — crafting content to meet your audience at every step of their journey.
To help you understand the approach, I created a content mapping table for someone who sells social media marketing services. It outlines how to map blog content across the buyer's journey stages — complete with
content types, titles, key questions addressed, and tailored CTAs.
Notice that it's not about filling content gaps. It's about creating a seamless journey that guides your potential clients closer to choosing you, one post at a time.
