Define your brand identity, content type, and format

Consider what makes your product unique and why your customers should support you.

Provide a suitable content format for where your customers are.

• Top of the funnel (TOFU): blog posts, "how-to" guides, infographics, checklists, ebooks, video tutorials.
• Middle of the funnel (MOFU): Lead content, such as product overviews, tutorials, webinars.
• Bottom of the funnel (BOFU): Customer-generated content that contains case studies, customer reviews.