The content funnel: ToFu, MoFu, BoFu content explained for DAM marketers
- Libby Marks
- 6 days ago
- 5 min read
Updated: 5 days ago
The content funnel is a structured approach to creating marketing content. For DAM marketers, it’s a perfect framework for understanding and addressing different buyer needs. And that means you’re more likely to capture attention and convert it into sales 🥳
If you’re a Digital Asset Management solution marketer, here’s everything you need to know about the content funnel, including DAM-specific ideas for ToFu, MoFu, and BoFu content. And if you’re thinking ‘WTF does that mean?’, you’re definitely in the right place.
What do ToFu, MoFu, and BoFu mean in content marketing?
As I write this, it is the first day of Veganuary, so it seems apt to be talking Tofu instead of turkey. But ToFu content has nothing to do with selling soybean curd. ToFu means top-of-funnel. And from here, you can probably guess what MoFu and BoFu mean, too.
ToFu = Top of Funnel
MoFu = Middle of Funnel
BoFu = Bottom of Funnel
And even though self-appointed thought leaders on LinkedIn might opine that these definitions are outdated and ‘bUyEr’s DoN’t ThInK liKe ThAt’, they are actually still extremely valuable for ideating and creating content.
Is the content funnel REALLY still relevant in DAM content marketing?
Absolutely - even though DAM buyers don’t follow the neat little funnel we create for them.
We'd love people to read a blog post, download a whitepaper then book an online demo. Job done! But it doesn't work like that.
DAM buyers zig-zag. Binge. Disappear for six months. Despite that all-too-human unpredictability, funnel thinking is still incredibly useful.
Because DAM buyers have different levels of awareness, urgency, and intent. And that means they have different problems, questions, and informational needs.
A marketer might read ToFu blog posts for a year before realising DAM is a thing
A creative director might jump straight to BoFu comparison content once they’re made problem and solution-aware
A procurement team might only show up once the shortlist already exists
Good content meets them where they are; instead of shouting ‘BOOK A DAM DEMO’ at someone who just Googled ‘Tips to organize Dropbox’.
Let’s break down what ToFu, MoFu, and BoFu content really mean for DAM marketers – plus how they actually get used, and what kinds of content work best at each stage.
What does ToFu content look like in DAM marketing?
ToFu content is for people who are problem-aware but not yet solution-aware.
In a DAM context, they know that:
Their assets are a mess and that is slowing down workflows
Poor organization is costing time and money they can’t afford
But they don’t know:
That DAM systems exist to solve their problem
How a DAM works or what the benefits are
That your DAM is a perfect fit for their needs
How they're feeling and what they need
They’re feeling friction – lost files, slow campaign production, brand inconsistency – but not hunting for platforms. So your ToFu DAM content needs to reflect the following realities:
Your potential buyer has a problem and they’re looking for solutions
They may never have heard of DAM and they’re not searching for it
Their problem is urgent but their buying intent is not
And it needs to:
✅ Validate their problems and educate them on the software solution
❌ Not push your product, dive into detail, or close the deal
ToFu content types
Think problem and pain-focused blog posts that address the needs of different potential DAM buying personas:
Organizational frustrations for marketers – How to organize Dropbox for faster campaign creation
Brand management issues for creative directors – 5 ways to reclaim control of brand assets
Costs and risk for leadership – Three essential – but unexpected – cost savings in creative workflows
What does MoFu content look like in DAM marketing?
MoFu content is for people who are solution-aware but not vendor-aware.
In a DAM context, they know that:
Their asset chaos needs a real system, not another shared drive
DAM platforms exist to help manage, organize, and distribute assets
Their current setup (Dropbox, SharePoint, or a home-grown system) isn’t scalable
But they don’t know:
What DAM looks like in practice
Which DAM features actually matter for their team
Whether DAM will work for their specific workflows, team size, or industry
How to explain DAM’s value internally to stakeholders
How they're feeling and what they need
They’ve moved past ‘Why is this so painful?’ to ‘What are our options?’. But they’re still learning the category and building confidence. So your MoFu DAM content needs to reflect the following realities:
Your buyer is actively researching DAM solutions
They’re comparing DAM to other tools and approaches
Multiple roles (marketing, creative, IT, brand) may be involved
They’re trying to avoid choosing the wrong platform
And it needs to:
✅ Educate them on how DAM works and how it solves their problems
✅ Show how DAM fits into real-world workflows
✅ Begin positioning your DAM as a credible option
❌ Not overwhelm them with sales pressure
❌ Not assume they’re ready to buy
MoFu content types
Think educational content that helps buyers understand how DAM works and whether it’s right for them. This could be a mix of blog posts, downloadables, and self-assessment tools.
Workflow improvement for marketers – How DAM speeds up campaign production
Control and consistency for creative directors – How DAM supports brand governance at scale
Operational clarity for teams – DAM vs cloud storage: what’s the difference?
What does BoFu content look like in DAM marketing?
BoFu content is for people who are vendor-aware and ready to buy.
In a DAM context, they know that:
They need a DAM platform
Budget and internal buy-in are on the table
A shortlist of vendors is forming
But they still need:
Proof that your DAM is the right choice
Evidence of ROI, efficiency gains, and risk reduction
Confidence that they can justify the decision internally
Clear answers to practical questions about implementation, security, and scale
How they're feeling and what they need
At this stage, they’re not asking ‘Do we need DAM?’. They’re asking ‘Which DAM should we choose and why?’. These are your actual buyers, so your content needs to get them over the finish line, whether that's booking a demo, talking to sales, or signing on the dotted line.
Your BoFu DAM content needs to reflect the following realities:
The buyer is evaluating vendors side-by-side
Different stakeholders care about different things
Choosing a DAM feels high-risk and highly visible
Internal justification matters as much as product capability
And it needs to:
✅ Clearly differentiate your DAM from alternatives
✅ Provide concrete proof through case studies, comparisons, and data
✅ Make it easy for buyers to defend their decision internally
BoFu content types
Think decision-enabling content that really dives into the details. These are high-intent readers who have the time and appetite for information, so white papers, reports, and webinars are appropriate.
Confidence and comparison – What to look for in a DAM system, your brand vs other brands, impactful DAM case studies
Finance – DAM ROI reports and cost-savings analysis
IT – DAM security, compliance, and integration documentation
Procurement – DAM vendor comparisons and evaluation checklists
The 'secret' fourth content stage...
Think your job stops when you support the sale? No way. Check out the fourth stage of content marketing - after-sales support - and why you need to be involved.
Ready to fill your DAM content funnel?
I’m Libby, an award-winning content writer who specialises in Digital Asset Management systems. I’ve written ToFu, MoFu, and BoFu content for numerous global DAM brands, as well as bought and implemented a large-scale DAM system as a marketer. That means I understand your buyers and your product, and can create content that connects the two.