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.

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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 tofu publisher sends an illustrated lesson through a printing press to a reader while a closed client folder stays on a shelf.

Educational content

Choose what to teach in public

Define a complete reader task, review permission for your examples, compare the lesson with your paid service, and test what readers understand.

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Two sprout-topped tofu characters review an advertising agreement in a coral recording studio as a spotlight reaches the audience seats.

Creator collaborations

Creator ad offers: check the scope and cost

Check the permissions, payment, full test cost, and review plan before agreeing to creator partnership ads. Includes a fictional spreadsheet example.

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A sprout-headed tofu shopkeeper uses a magnifying glass to inspect routes into a ceramics shop as visitors look at mugs.

Awareness measurement

How to read shop traffic before changing your marketing

Match views, visits, and orders to the same period. Then check traffic sources, the promise in your posts, and the buying path to choose a useful next change.

Read the field note →

05 · THE FEED