Funnel Strategy & Content Creation

Welcome back, Digital Marketing Executive!

You’ve already learned how to understand your audience and analyze their behavior.
Now, we move to the next important step:
  Guiding your customer towards a purchase.  

Because in Digital marketing…
If you don’t guide your customer properly, they will never convert.

Topic : Funnel & Content 

1) Buyers Journey

2) Funnel

3) Copywriting

4) Storytelling

5) Content Writing

Task : Create Funnel Strategy

In this activity, you will design a marketing funnel strategy for Spice Garden by identifying what content and actions will move customers from awareness to purchase.

For Spice Garden, define:

TOFU (Awareness):

• What type of content will attract customers?

MOFU (Consideration):

• What will build trust and engagement?

BOFU (Decision):

• What will make them order?

Let us understand this with case study of Savannah Restaurant :

1

Have an idea about your business :  

• Open Instagram or Zomato

• Search any restaurant like Savannah

• Scroll for 2–3 minutes

Do this:
Write 3 things you notice (food videos, offers, ambience, etc.)

2

Find What Grabs Attention (TOFU)

 Look at posts that make you stop scrolling

 Ask yourself:

• Why did I stop?

• Was it food? video? music?

Write:

• What type of content attracts attention

3

Find What Builds Trust (MOFU)

Now act like a customer

Ask yourself:

• Do I trust this place? Why?

Write : What makes you feel confident to try

4

Find What Makes You Order (BOFU)

Now go one step ahead

 Open any restaurant on Zomato/Swiggy
Go till order page

Look for:

• Discounts
• Combo offers
• Free delivery

Ask yourself:

• Why would I order right now?

Write:

• What pushes you to order

Write Final Answers

Fill this based on your observations:

TOFU (Awareness):
Food reels, ambience videos, influencer posts

MOFU (Consideration):
Reviews, ratings, real photos

BOFU (Decision):
Offers, combos, “Order/Book Now” CTA

Activity

Now apply the same steps for Spice Garden:

Think like a Digital marketer and write:

• TOFU (Awareness): What type of content will attract customers for Spice Garden?
• MOFU (Consideration): What will build trust and engagement?
• BOFU (Decision): What will make customers place an order?

Welcome to the Creative Execution Stage!

Now that you have already built the customer funnel,
  It's time to create content for each stage.

Because in real marketing…
Understanding is not enough —
Execution is what drives results.

Task : Funnel Content Mapping

Objective :

Create content for each stage:

• TOFU Content: (Attraction-focused — post/reel idea)
• MOFU Content:(Engagement-focused — review/menu/content)
• BOFU Content:(Conversion-focused — offer/CTA)

1

 Understand What You Need to Create

You are not just writing theory — you are creating real content ideas.

 You need to write:

• 1 post/reel idea (TOFU)
• 1 engagement content (MOFU)
• 1 offer/CTA (BOFU)

2

Start with TOFU (Attraction Content)

Think:
“What content will make people stop scrolling?”

Do this:

• Think of Instagram reels or trending content

• Focus on food visuals, vibe, or experience

Example thinking for Savannah Restaurant:

• Sizzling food video
• Cheese pull shot
• Aesthetic ambience

3

Move to MOFU (Engagement Content)

 Think:
“Once people see the brand, how will I keep them interested?”

 Do this:

• Think of content that builds trust
• Show proof, quality, or experience

Write:

• One reel/post idea

Example thinking for Savannah Restaurant:

• Customer review post
• “Top 5 dishes” carousel
• Behind-the-scenes kitchen video

4

Create BOFU (Conversion Content)

 Think:
“What will the customer order right now?”

 Do this: Focus on offers, urgency, CTA

 Write: One offer + CTA idea

 Write:

• One engagement content idea

5

Write Final Answers

Fill in this format:

• TOFU Content: (Your reel/post idea)
• MOFU Content:(Your engagement idea)
• BOFU Content:(Your offer + CTA idea)

Activity

Example thinking for Savannah Restaurant:

• “20% OFF today”

• Combo meals

• “Order Now” message

Congratulations!

You are no longer just learning marketing concepts —
you are now creating real marketing content like a professional.

In this lab, you:

• Understanding the Buyer Journey

• Building and Using Marketing Funnels

• Writing Effective Marketing Copy

• Thinking Like a Marketer (and a Customer)

Checkpoint

For Spice Garden, create:

• 1 TOFU content idea (attraction)

• 1 MOFU content idea (engagement)

• 1 BOFU content idea (conversion)

Topic : Introduction of DM

1) Benefits of DM

2) Types of Digital Marketing (Organic & Inorganic)

3) Components of DM