What is Middle of the Funnel Content (MOFU)?

Middle of the funnel content (MOFU) refers to content created for visitors in the middle of their buyer’s journey. This content is intended to nurture and educate the prospect and help them make informed decisions that move them closer to purchasing.

The audience that interacts with this sort of content is already aware of their problem and actively considering different solutions. At this stage, they have likely previously interacted with your content and know your business or brand exists. However, they are not assured that it will solve their problem.

Some content types that may be created as part of the middle of the funnel content include:

Emails
How-to content
Product review content
Product comparison content
Content optimized for branded keywords

The middle of the funnel content is the second stage of a marketing funnel. A marketing funnel contains three types of content, including:

Importance of Middle of the Funnel Content

Middle of the funnel (MOFU) content bridges the gap between awareness and decision-making. Visitors at this stage have identified their problem and are actively researching a solution.

Middle of the funnel content helps visitors evaluate their options. It provides them with more detailed information about their problem and prospective solution. It nurtures them by addressing specific questions and concerns and guides them closer to purchasing.

Without the middle of the funnel content, the prospects may lose interest or struggle to see the value of your offer. This will stall their journey, and they may leave your funnel for alternatives elsewhere.

Overall, your middle of the funnel content should be helpful to your visitors while assuring them that you are an expert in your field and your brand is a reliable choice. It should help to build trust between you and your prospect.

7 Middle of the Funnel Content Strategies

The middle of the funnel is an opportunity to assure your audience of your expertise on the topic and that your product is the solution they seek. There are multiple methods for doing this, and you should consider the content types below for your middle of the funnel content.

1 Create Detailed Case Studies

Case studies provide real-world examples of how your product or service has solved problems for other customers. They offer in-depth insights into the implementation process and show the results and benefits other customers derive from your product.

These case studies are success stories that assure visitors that your product worked for someone else and will work for them, too. They also help to build trust and improve your credibility in the eyes of the visitor.

2 Host Webinars and Live Demonstrations

Webinars and live demonstrations allow potential customers to see your product or service in action. These interactive sessions provide detailed explanations and answer questions in real time.

Webinars help to nurture leads who are actively considering their option and assure them that your product is the solution they seek. It also builds a stronger connection between your brand and potential customers.

3 Compare Your Product With a Competitor

Comparison guides or competitor analyses help users evaluate your product or service against an alternative they are likely considering. These sorts of content allow you to highlight your strengths, directly compare your product with a competitor, and show visitors why yours is the better option.

4 Offer Free Consultations or Assessments

One-on-one consultations allow you to address your prospect’s concerns and offer them a customized solution. They help to build trust and demonstrate your expertise. However, they may be time-consuming.

Optionally, you can offer your leads an assessment where you review their platform or product and show them what they can improve. You can also inform them on how you can solve their problem. However, ensure you are not too pushy; otherwise, it may break the trust and cause them to leave.

5 Publish Whitepapers and In-Depth Reports

Whitepapers and in-depth reports provide comprehensive information on specific topics related to your industry or product. They offer detailed insights and data that help readers to make informed decisions. They also help to build credibility and trust and position you as an expert in the niche and industry.

6 Send Targeted Email Campaigns

Send visitors emails that are relevant to them. Such emails should be personalized depending on their interests and behavior. It should provide valuable information that further educates them about their problem and positions your brand or product as the solution.

You should send a mix of educational and sales emails. Your emails should not be too pushy or exclusively about trying to make a sale, or else it may cause the visitor to unsubscribe.

7 Create FAQ Pages That Address Common Concerns

Many visitors will have similar questions about your product or service. So, make sure to create frequently asked questions (FAQ) pages that address common questions or concerns that potential customers may have during the consideration stage.

The answers should be clear and concise. It must not confuse the visitor or cause them to begin another round of research. Frequently asked questions are particularly useful for users evaluating your product or service as a possible solution but require further clarification before purchasing.