What to actually post, and why
Most businesses post whatever comes to mind on the day, then wonder why it's not bringing in enquiries. The fix isn't posting more. It's making sure each post has a job. The simplest way to do that is to think in three stages: TOFU, MOFU and BOFU.
Think of it like meeting someone new
You wouldn't propose on a first date. Buying from a business is the same, people move from "who are you?" to "I trust you" to "I'm ready". Your content should meet them at each step, not shout "buy now" at strangers.
TOFU: top of funnel (get discovered)
This is for people who don't know you yet. The job here is simply to be seen and be useful, not to sell.
- Quick tips and "did you know" posts
- Relatable, human moments and behind-the-scenes
- Entertaining or shareable content that gets reach
MOFU: middle of funnel (build trust)
Now they know you exist. The job is to show you actually know your stuff and to help them believe you can solve their problem.
- How-tos and deeper educational content
- Before-and-afters and real results
- Answers to the questions people always ask
BOFU: bottom of funnel (help them act)
These people are nearly ready. The job is to remove doubt and make the next step obvious.
- Testimonials and case studies
- Clear offers, pricing guidance and what's included
- A simple, low-pressure call to action
How to use this without overthinking it
Before you make a post, ask one question: what's this post's job? If you can't answer, it probably shouldn't go out. Over a month, aim for a mix, mostly TOFU and MOFU to grow trust, with regular BOFU so ready-to-buy people know how to take the next step.
That's the whole idea behind our Blueprint: every post mapped to a purpose, so you never stare at a blank screen wondering what to post again.