Hiya Reader,

When it comes to writing blog posts, most business owners are just throwing puzzle pieces onto the table without knowing what picture they’re building.

• One post about a random question they got last week.
• Another one because they “heard blogging is good for SEO.”
• And maybe a half-finished draft sitting in the backend gathering crusty dust.

But here’s the problem: not all blog posts serve the same purpose.

There are LEVELS to this content creation game.

Some blog posts are meant to attract new people into your world (top-of-funnel).

Others are meant to move readers closer to working with you or buying from you (bottom-of-funnel).

If your blog strategy doesn’t include both, you’re leaving people hanging — and leaving results on the table.

⚡️ Top of Funnel (TOFU) content

This is awareness-level stuff. Think: big-picture questions, “what is” posts, beginner-friendly tutorials.

Example: “What is Pinterest marketing?”​
This is the kind of search someone does when they’re just dipping their toes in.

👉 TOFU content builds trust and authority. It brings new people into your world.

💸 Bottom of Funnel (BOFU) content

This is decision-level content. It’s for people who already know what they want, they just need that final push to take action.

Example: “Best Pinterest marketing consultant for online business owners.”​
These are the searches people do right before they’re ready to hire or buy.

👉 BOFU content converts lurkers into buyers.

Why this matters...

If all you ever create is TOFU content, people might learn from you…but then go hire someone else (not ideal when you're creating this content for your BUSINESS).

If all you ever create is BOFU content, you’re only speaking to people ready to buy today — which might sound "good" but you're missing a whole audience of people who could be ready tomorrow...

TLDR; Ya need both.

Tool to make this easy: Answer Socrates

This free tool *literally* labels content ideas as TOFU or BOFU for you.

Type in your topic, and it’ll generate real questions people are asking on Google.

You can instantly see which ones are awareness-building vs. decision-making.

​>> Click here for a YouTube tutorial walkthrough of how to use Answer Socrates <<​

👇 Action steps for this week:

Open up your last 5 pieces of long-form content (blog posts, YouTube videos, or podcast episodes).

For each one, ask yourself:

• Does this fall under TOFU (top-of-funnel: awareness, educational, big-picture)
• Or BOFU (bottom-of-funnel: decision-ready, buyer-focused)?

Look at the list — do you have a mix of both, or are you leaning heavy in one direction?

👉 If you’re missing one side of the funnel, here’s how to find your next idea in less than 15min:

• Head over to Answer Socrates​
• Type in your main topic or service (ex: “Pinterest marketing,” “wedding photography,” “business coaching”)
• Browse the questions it gives you. You’ll notice tags like TOFU and BOFU.
• Pick ONE question from the category you’re missing, and turn that into your next piece of content.

That’s it. In under 15 minutes, you’ll:

• Audit your existing content
• Spot the gaps in your content funnel
• Walk away with your next content idea already in hand

Stay curious,

-- Mariah Magazine

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