American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

When targeting top-of-funnel (TOFU) buyers, how much product information should be included?

1. A lot of product information

2. Minimal product information

3. Only pricing details

4. Product information is irrelevant

The correct answer is: Minimal product information

When targeting top-of-funnel (TOFU) buyers, it's essential to provide minimal product information because the primary focus at this stage is awareness and education. TOFU buyers are typically in the earliest stages of their buyer's journey. They may not yet recognize their specific needs or understand how your product or service can solve their problems. The goal at this stage is to engage these potential customers by providing valuable content that addresses their pain points or interests, rather than overwhelming them with detailed product specifications or pricing. This approach helps build trust and establishes your brand as a knowledgeable resource in the industry, fostering a relationship that encourages further exploration in the buyer's journey. Too much product information might confuse or dissuade them from continuing their engagement, making minimal and relevant content more effective for capturing their attention and interest.