The Curse of the Bland TOFU: How to Add Spice to Your Flavorless Content Strategy
You wouldn't just eat one meal for the rest of your life, so why do you force your customers to consume one type of content?
Your content strategy needs a balance to fulfill the customers needs, just like your body needs a balanced diet. The more areas you cover, the more nurtured the customer is. Unfortunately, most B2B SaaS startups focus on keeping customers pumped full of empty calories.
You know what I'm talking about. They churn out endless "How to..." or "What is...?" content that every competitor has already covered. The fear of missing out and doing what your competition is doing has caused this flood of empty calorie content.
But, there's a smarter way to create a healthy, satisfying marketing meal.
What is TOFU and why is it bland?
I’ve always loved tofu and it’s certainly not bland when done right. But in the context of B2B SaaS it stands for top of the funnel. It’s the visual representation of how the buyer goes from being aware of your brand to buying your product or service. And unfortunately, the vast majority of TOFU content out there is like watching paint dry.
What exactly is top of the funnel content?
The content you see at this stage are pieces that answer questions for people who have just become aware of their problem.
Example:
Someone is frustrated that they keep failing at baking sourdough bread (don’t ask how I know). They might then Google “How to bake sourdough bread.”
So what’s the problem? TOFU content has become the ultimate Spiderman meme where it’s all become so similar, you can’t tell which company wrote what.
Unfortunately, it’s caused top of the funnel content to have a bad rep. However, when done right, it’s the ultimate gateway.
But that’s why you’re here, so let’s talk about it.
Why startups fall into the TOFU trap
You spent so much time pre-launch working on your product differentiation and messaging only to put out content that literally anyone else could have. Why?
Short answer: It was easy.
Startups are short on time, money, and people. TOFU content is the quickest way to check the ‘content marketing’ box.
TOFU content gives you the illusion of productivity. If you play your AI cards right, you can pump out 5-10 keyword stuffed blog posts per week. And look at all those pageviews!
But convenience and feeling productive aren't enough. If you rely too heavily on TOFU content, you may be setting yourself up to fail…
The dangers of a TOFU-only approach
Your well-oiled content marketing machine (probably just you at this stage) has been churning out those "What is XYZ?" posts. But what do they actually get you? Here's the harsh truth:
→You attract the wrong crowd
Generic content casts a wide net, but it also means most of those visitors aren't actually in your target audience. Think of it like tossing free candy at a parade – sure, you'll get attention, but mostly from kids who were never going to buy from you anyway.
→You become forgettable
If your content tastes exactly like everyone else's, what makes you stand out? A bland "tips and tricks" post won't stick in anyone's mind. You become just another logo lost in the SaaS sea.
→You can't prove value
Potential customers need more than just a definition of their problem. They need solutions, and TOFU content alone won't convince them that YOU are the one to solve it.
→Your growth feels fake
Sure, the pageview numbers look nice in a report. But ask yourself: how many of those visitors actually turned into leads, or better yet, paying customers? Vanity metrics might make you feel good temporarily, but they won't pay the bills.
This illusion of productivity might feel comfortable for now, but your business and brand will end up paying the price in the long run. But enough with the negatives - let's talk about how to fix this...
Let’s build a flavorful, full-funnel content strategy that converts
So, we've covered how an overload of TOFU content leaves you with a bunch of pageviews but no real results. It's time to shake up the menu and start serving content that actually nourishes your audience and your business!
Click to see this larger and ‘X’ to go back.
Think of TOFU as the appetizer. It gets people in the door, but it's not going to keep them coming back for seconds. MOFU (middle-of-the-funnel) content is the main course that makes them forget every other restaurant they’ve been to.
How to create that MOFU magic
MOFU is where you show your expertise and convince potential customers that you have what they need. Forget generic ‘Marketing 101’ tactics. You need to dig deep into the specific challenges that your target audience is facing.
Here are a couple of MOFU ideas to get things going:
Webinars that solve specific pain points
No broad topics here. Put your energy into laser-targeted topics that will resonate with your ideal customer. If you sell social media management tools, your webinar might cover “3 Hacks to Finally Conquer Your Facebook Ads Budget.”
You’ll show your audience you know exactly what keeps them up at night and positions you as their trusted, go-to advisor.
Case studies that prove value
Case studies are powerful but only if done right. Dull "we helped Company X increase sales by Y%" statements won't cut it. Think of your MOFU case studies as mini-documentaries instead. Here's how to ensure they resonate:
Focus on the transformation: It's not just about the end results, but the journey. What was the specific problem the client was facing? What obstacles did they encounter? How did your product provide a solution and lead to the positive outcome?
Get the client's voice: Include direct quotes that illustrate the emotional impact, not just the metrics. Things like "Before, I was drowning in spreadsheets, now I have more time to focus on strategy" humanizes your case study.
Use data intelligently: Numbers matter, but they need context. Explain what the improvement meant for the business ("This 10% increase saved them 20 hours per week, allowing them to...").
Tie it to your audience: Make sure the case study's problem is directly relevant to the pain points of your target audience. Prospects need to see themselves in the story to imagine their own success.
Pro tip: Don't just list past clients. Choose 2-3 that showcase different use cases for your product, and interview them to get the detailed, insightful stories your MOFU content needs.
If MOFU content is all about building trust and nurturing leads, then BOFU (bottom of the funnel) content is the finishing touch to a great meal. Ready for dessert?
BOFU content that turns prospects into loyal customers
Your MOFU content has them deeply interested, but they still need one final push towards sealing the deal. Bottom of the funnel content is all about removing any remaining doubts and making it easy for them to say YES!
Here’s how:
Customer success stories that inspire action
I know you’re thinking “But Belinda, you already talked about customer success stories!”. No, I didn’t. Those were case studies. Customer success stories are more about celebrating wins and getting prospects excited.
This could be something like client testimonials in the form of video clips where your prospects can see real people who love doing business with you.
Tailored trials or demos
Save your prospects from other companies’ one-size-fits-all approach. Ask qualifying questions to really understand what they need. Then, tailor the trial or demo around that. Show them you’re invested in solving their problem, not just selling features.
Comparisons that highlight your value
They say that comparison is the thief of joy. Not in this case. You need to show how your competitors’ offers shape up against yours. But do this intelligently - no competition bashing! Instead, focus on how what you do is better suited to solve your prospect’s challenges.
Clear calls to action
Now isn’t the time to hold back. Use strong verbs, and make it easy for the prospect to take the next step. For example:
Schedule your demo now
Start your free trial today
Pro tip: I’ve often visited websites where the call to action buttons lead you to this other landing page where I had to search for the actual sign up. If I have to go on some kind of Where’s Waldo search to get a demo, I’m gone.
Now that we’ve covered the content that will guide your audience along their journey with you, don’t let it end with a contract signature. You’ll need to continue nurturing them as long as they’re with you or you may risk losing them to your competition.
But that’s a story for another day.
You’ve learned that while it’s easy to create TOFU content, it doesn’t mean that it’ll be effective. If you want your startup to stand out, you need to really be intentional in how you serve content to your target audience. The best way to do that is to make sure they have content that leads them along their journey with you.
It may seem that I’m not a fan of TOFU content. I am. I just want people to be aware that TOFU content shouldn’t be your entire business personality. Ultimately, if you have too much TOFU content or it isn’t impactful, the rest of your funnel will suffer too.
Need more useful insights? Be sure to check out the next blog post. 👇🏼
