Most marketing teams still organize their content around a rough idea of the buyer’s journey—TOFU, MOFU, BOFU. But let’s be honest: most of that classification is either guesswork or based on outdated rules. You know the kind—”if the title says ‘What is…’ it’s TOFU.”
That kind of logic belongs in a 1997 spreadsheet, not a 2025 AI-powered content engine.
At LiftLoop, we’ve taken a different approach.
Instead of manually tagging or using hard-coded logic, we use AI to analyze behavior, language, and structure to determine exactly where each piece of content fits in the funnel—and how to use it more effectively.
Here’s how we do it.
🧠 What Even Is TOFU, MOFU, BOFU (And Why It Matters)
Content doesn’t exist in a vacuum. It plays a role in guiding a prospect from curiosity to conversion. That journey usually breaks down into three stages:
- TOFU (Top of Funnel) – where awareness begins
- MOFU (Middle of Funnel) – where consideration kicks in
- BOFU (Bottom of Funnel) – where decisions are made
If you don’t know where your content sits, you don’t know who it’s for or what job it’s supposed to do. That’s why accurate funnel classification is critical—not just for strategy, but for execution, personalization, and ROI.
🏛️ The Old Way: Rule-Based Classification
In the past, teams used rigid rules like this:
| Signal Type | Rules / Patterns |
|---|---|
| TOFU Titles | “What is…”, “Guide to…”, “Top 10…” |
| MOFU Titles | “How to choose…”, “Comparison of…” |
| BOFU Titles | “Get a demo”, “Customer success story” |
While this logic is directionally useful, it fails in three ways:
- It’s static – Rules don’t adapt to new formats, languages, or tactics.
- It’s fragile – One change in tone or structure can misclassify content.
- It’s manual – Marketers spend hours tagging spreadsheets instead of optimizing.
We knew there had to be a better way.
🧰 The New Way: How LiftLoop Uses AI to Classify Content
Instead of relying on rules, LiftLoop uses AI to analyze every page and asset you produce. Here’s how it works:
| AI Layer | How It Works |
| Embedding Clusters | We transform every piece of content into a semantic vector, grouping similar pieces to known funnel archetypes. |
| Behavioral Models | We ingest scroll depth, bounce rates, time on page, and CTA activity to determine engagement intent. |
| CTA Intent Mapping | We parse CTA buttons and links to classify urgency, call strength, and conversion signals. |
| Journey Mapping AI | Our models map content to persona and stage dynamically based on usage and interaction data. |
| Continuous Learning | The model improves as it sees more data, so your funnel gets smarter over time. |
What does that mean for you? No more tagging. No more spreadsheets. No more debates over whether a whitepaper is MOFU or BOFU.
🏛️ What the Funnel Actually Looks Like (With Examples)
🔺 TOFU (Top of Funnel) – Awareness
Think of this as your digital handshake. You’re not selling—you’re educating.
- Formats: Blog posts, checklists, social videos, podcasts
- SEO Intent: Informational (“What is predictive analytics?”)
- Behavior: High bounce, lots of shares, new visitors
- CTAs: Light—”Read More,” “Subscribe,” “Download”
🟠 MOFU (Middle of Funnel) – Consideration
The prospect is exploring options. You’re starting to show your solution without making it a pitch fest.
- Formats: Webinars, buying guides, product deep-dives, light case studies
- SEO Intent: Comparison-based (“HubSpot vs Marketo”)
- Behavior: Returning visitors, scroll depth >50%, 2–4 min time on page
- CTAs: Moderate—”Download Whitepaper,” “Register for Webinar”
🔻 BOFU (Bottom of Funnel) – Decision
Now it’s go-time. Show proof. Show ROI. Show why you’re the right choice.
- Formats: Demos, pricing pages, deep case studies, testimonials, product one-pagers
- SEO Intent: Branded and transactional (“Salesforce pricing”)
- Behavior: Low traffic, high intent, gated or form-based
- CTAs: Hard—”Book a Demo,” “Talk to Sales,” “Start Free Trial”
✨ Why This Matters: Smarter Funnels, Better Outcomes
When your content is tagged correctly, everything improves:
- Personalization: Serve the right content to the right persona at the right time
- Efficiency: Stop over-producing the wrong type of content
- Insights: See what’s missing or underperforming by stage or persona
- Revenue: Higher conversions, better handoff to sales
And the best part? Our AI doesn’t just classify—it helps you prioritize what to create next.
🌟 TL;DR: Funnel Classification at a Glance
| Funnel Stage | Goal | Formats | Signals |
| TOFU | Awareness | Blogs, videos, infographics | Generic topics, soft CTAs |
| MOFU | Consideration | Webinars, whitepapers, guides | Category keywords, compare |
| BOFU | Decision | Demos, case studies, pricing | Branded, hard CTAs |
Want to see how your content stacks up across the funnel—with zero rules and full AI intelligence?
Book a demo and we’ll show you how LiftLoop turns your content chaos into funnel clarity.
Stop tagging. Start orchestrating.
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