Most marketers-myself included-are suckers for a good framework. For content, the ToFu/MoFu/BoFu model is a classic that most teams still stick to. But is it working for you?

For most companies, it's not. Rigidly sticking to intent stages means we leave product-led content as a footnote at the bottom of the funnel. Meanwhile, we pour time and resources into ToFu content, often with little connection to what's actually driving revenue at the bottom.

What if your product wasn't just an afterthought at the bottom, but a natural part of the conversation from the start? What if the data you collect from your BoFu content could help inform your work at the top of the funnel?

Some marketing teams are already rethinking the role of product-led content to engage buyers throughout the journey-not just at the end. Let's explore what's holding most teams back, and how the best are moving forward.