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 →

Tofu founders welcome a newcomer with a notebook to a garden business meetup.

Communities & events

How to prepare for a business event

Choose an event, prepare an introduction and a listening question, agree on follow-up, and review what you learned. A worked example shows the notes to keep.

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BrandTofu characters follow a leafy path from a webinar invitation to a teacher and learners using laptops.

Events & education

How to improve free webinar attendance

Measure live attendance and replay viewing, check the joining path, and test changes that help people reach the lesson. Use a worked example to evaluate reminders, access, and pricing.

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A tofu planner examines a purple social plan with a magnifying glass beside a community garden.

Social strategy

How to check an AI-generated social media plan

Review audience assumptions, verify sources and local details, and turn a recommendation into a bounded test. A fictional worked example shows the decisions to record.

Read the field note →

05 · THE FEED