TOFU = TOP OF FUNNEL

Brand
discovery,
explained.

People encounter brands through search, stories, communities, and recommendations. Learn how to reach them and measure what follows.

Read the definitions See what changed ↗

SEO!AEO?OH!

EXPLORE THE TOPICS ↓

SEO ✦AEO ✦CONTENT ✦DISCOVERY ✦TRUST ✦SEARCH ✦STORIES ✦SIGNALS ✦SEO ✦AEO ✦CONTENT ✦DISCOVERY ✦

01 · TOP OF FUNNEL

Discovery comes
before a purchase.

Top-of-funnel marketing reaches people as they learn about a problem, encounter a brand, or explore a category. An explanation, a community conversation, or an event can introduce your work before someone starts comparing suppliers.

02 · THE VISUAL GLOSSARY

Marketing
terms.

Definitions and examples for the language of top-of-funnel marketing.

GET FOUND

SEO

Search engine optimization helps search engines find and understand pages so people can discover them in search results.

Read the definition →BE THE ANSWER

AEO

Answer engine optimization prepares information for systems that retrieve sources and compose answers.

Read the definition →MEET CURIOUS PEOPLE

Top of funnel

Top-of-funnel marketing reaches people as they discover a brand, explore a category, or learn about a problem.

Read the definition →TEACH SOMETHING

Content marketing

Content marketing uses articles, videos, tools, and other published material to reach an audience and build interest in a business.

Read the definition →

03 · WATCH & LEARN

Marketing
in practice.

Short explainers pair BrandTofu cartoons with examples and screen demonstrations.

Watch on YouTube ↗

1HUH?

2OHHH.

3GOT IT!

04 · FIELD NOTES

Marketing
guides.

All articles →

A sprout-headed tofu photographer frames a teal mug in a coral studio set

Brand creative production

How to plan product photos for a launch

Build a shot brief, compare DIY and professional production, test one difficult image, and check product details and crops before approving the full set.

Read the field note →

Two sprout-topped tofu marketers test a wooden postcard machine with an approval gate in a sunlit garden workshop

Marketing operations

How to test AI control of marketing tools

Break a campaign into actions, check each connection's scope, inspect the saved results, and compare the work needed to run it. A fictional worksheet shows how to keep the evidence clear.

Read the field note →

A tofu teacher and learner shape a small clay bowl during a short courtyard workshop

Education & service discovery

How to plan a free service sample

Define a small task, participant preparation, time, and a finished result. A worked session brief shows how to introduce your expertise and review participation.

Read the field note →

05 · THE FEED