In this article
TOFU: acquire inside the buyer world
- Aim for buyer-relevant reach, not maximum generic reach.
- The audience can include current buyers, champions, future buyers, and adjacent viewers who help distribution.
- Reject high-demand topics when they mainly attract people with no connection to the paid problem.
BOFU: solve expensive decisions
- Prioritize implementation, diagnostics, migration, optimization, audit, comparison, and high-intent problem clarity.
- Packaging can still be strong and curiosity-driven, but the commercial question should remain obvious.
Sequence the funnel
- Reach broadly inside the commercial category, then convert narrowly.
- Use content to acquire, diagnose, prove, and harvest demand instead of expecting one video type to do every job.
- Match the CTA to the viewer’s current level of intent.
Updated 2026-09-12. Sources, methodology, limitations, and material commercial conflicts are disclosed where relevant.