II. Grow

I’m a vegetarian, so I eat tofu religiously and always encourage everyone else to do the same. But it's not just good for your health. Once you have your quality on lock, ToFu is also the secret to building your content marketing and distribution engine. ToFu stands for Top of Funnel, and filling it with leads should be your top priority. Typically, people skimp on their ToFu. They put no effort into getting leads to their site, then they write all this conversion-focused content and never get any results. That's because you need good, steady traffic to convert people with content. Even if you get high conversion rates, low traffic numbers mean your conversions are going to be few and far between. Most often, the way to get more conversions is more ToFu. Focusing on ToFu can feel counterintuitive because your instinct is that great content should be getting you results on its own. But that's just magical thinking. People aren't going to suddenly flock to your blog because you made one great piece of content. Remember our first simple rule of content marketing: Quality + Quantity = Eyeballs. This is absolutely critical, because:

• Quality helps you build a brand, but quantity helps you learn what works. You need to get quantity to start A/B testing.
• Quantity is the only way to build up larger channels of traffic, like organic search.
• If you can create quality content at scale, you push yourself above 95% of content that’s out there.

Once you reliably begin to put out quality, double down, and turn it into quantity. A HubSpot study shows companies that blog 16 times a month receive 3.5x more traffic compared to companies that only put out 0-4. 100,000 website visits a month is a good benchmark to hit. At a pretty standard conversion rate of .25%, this means you start seeing 250 conversions a month, and you then have the ToFu you need to experiment and dramatically improve this number.