Since the rise of AI, there’s been growing debate about the future of content marketing. Many argue on LinkedIn that ToFu (Top of Funnel) and MoFu (Middle of Funnel) content won’t be effective in 2025, with BoFu (Bottom of Funnel) taking center stage.
Others believe the traditional funnel itself is outdated, as SEO continues to evolve.
For context on ToFu and BoFu...
ToFu (Top of the Funnel): This stage focuses on brand awareness and engagement. It’s designed for audiences unfamiliar with your business, providing educational content to introduce them to your brand.
MoFu (Middle of the Funnel): The goal here is to nurture leads and guide them toward a purchase decision. Content at this stage fosters trust, educates prospects, and addresses pain points.
BoFu (Bottom of the Funnel): This is the conversion stage. BoFu content aims to turn highly qualified leads into customers by addressing objections and persuading them to make a final decision.
Just starting out your career in writing? Check out this piece by Oluwaseun Akinlembola.
The debate: Does the marketing funnel still work?
Pierre Herubel, a Linkedin thought leader, sparked an interesting discussion with this perspective:
“ToFu doesn’t attract the right audience like MoFu and BoFu. In fact, there is no funnel at all. Marketing has become unpredictable, systemic and circular”.
To satisfy my curiosity, I asked a few experts a simple question to hear their thoughts.
Expert opinions on the future of ToFu and MoFu
Oluwaseun—Freelance Writer for SaaS.
“AI overviews have unarguably taken over the "what is" and "how to" queries. While you can close the curtain on ToFU, I won't recommend doing the same thing for MoFU.
A summary of steps won't help a beginner build a website from scratch or automate their workflow. They'll need proof points —pictures, screenshots, and videos. This is where MoFu shines.
In short, don't discard MoFu. Find a balance combining it with BoFu.
And if you must do ToFu, do a video with a unique POV rather than text.”
Shalini—Head of Content@RevGrowth.
"ToFu content is definitely losing its impact since AI can now provide quick, comprehensive answers on broad topics. However, I still believe MoFu and BoFu content can drive real business impact.
For most MOFU content, I include specific examples and explain how I approach it or how my team executes it—essentially turning it into BoFu content.
Ultimately, any content that delivers real value—where the reader walks away with a clear takeaway, actionable insight, or a step-by-step plan—will continue to make an impact in 2025.”
Harshala—Founder of Merrative.
“The problem with most ToFu and MoFu content that brands publish is the lack of hands-on research. Writers often rely on existing customer reviews, competitor articles, or the company’s website—something AI models can easily do as well.
Today, if you're writing about "the best content marketing software," it's crucial to provide genuine, hands-on reviews and include original screenshots to support your arguments. Additionally, the author must have the authority and expertise to speak on the topic.
While authenticity should have always been a priority, Google’s EEAT framework has made it even more essential. You can no longer bypass authenticity to game search engine rankings. Simply relying on secondary research is no longer enough—ToFu and MoFu blogs must be built on real insights and firsthand experience to be effective.”
My two cents on ToFu and MoFu content
I wouldn’t necessarily say that ToFu and MoFu content are dead, but they have evolved due to AI. Your audience still needs nurturing—the format has just changed. Instead of the usual fluff, focus on real-life experiences and what your audience truly needs to hear, rather than just defining concepts.
Marketing isn’t limited to blog posts; it spans text, audio, and video—all crucial components. The buyer journey is now shorter than before, so prioritising content that directly helps your audience in relation to your brand can still make a significant impact.
I’d love to hear your thoughts on this too. Ciao.
Reply to Oluwafisayomi with a comment below, and meet her on LinkedIn if you're looking for a freelance SaaS writer.
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