Everything you need to know about Middle-of-the Funnel (MoFu) Content

Middle-of-Funnel content (MOFU) is essential for engaging and converting prospects into long-term, loyal clients. This phase in the marketing funnel allows you to provide valuable, educational content to your prospects while also driving them through the sales funnel. Middle-of-funnel content should be informative and persuasive, and it should be tailored to a specific target audience.

Even though most marketers produce content for several stages of the buyers' journey, 86% of marketers are focused on the middle-of-the-funnel (MOFU). However, creating MOFU content that helps convert prospects into lifelong clients can be difficult. In this blog post, we’ll discuss why the middle-of-funnel content is essential, what types of content should be created, and how to optimize it for maximum impact.

What is the Middle of Funnel Content?

Middle of Funnel content is designed to nudge your leads further down the sales funnel toward a conversion. It’s content that bridges the gap between the(ToFu) top-of-funnel content that introduced your product and the (BoFu) Bottom-of-Funnel content that asks for the sale. To do this, your MoFu content needs to be educational and engaging without being too sales-y.

Ideally, your middle-of-funnel content will take many forms, including blog posts, e-books, infographics, webinars, case studies, whitepapers, and more. The important thing is that it provides value to your leads and helps move them closer to a buying decision. This content should be persuasive, answer client questions, and address their pain points.

Middle-of-funnel content should create an emotional connection between the client and your brand. It should create a sense of urgency and help clients make an informed decision about your business or product. Middle-of-funnel content provides more information about the product or service being offered, helping to differentiate it from the competition.

To make the most out of MoFu content, it should include detailed information on why your product or service is the best solution to the prospect’s problem. This should be done unbiasedly, as prospects seek an impartial opinion when making their choice. A good way to do this is to compare your product or service to competitors and highlight the features and benefits that set it apart.

What is the Importance of Middle-of-funnel Marketing?

The Middle-of-funnel Marketing approach is about building trust and credibility with your leads. Middle-of-funnel marketing activities are carried out to align products and services with the audience's problems and needs.

• It helps in positioning your company as a trustworthy partner. It can be used to identify and target key influencers in the buying decision process, allowing for more effective targeting of the right people. Additionally, it can nurture leads and foster relationships with prospects, creating a sense of loyalty and increasing client lifetime value.

• Middle-of-funnel Marketing should be designed to encourage prospects to take the next step and contact your company for more information.

• By creating targeted middle-of-funnel content, you will be able to assist prospects in making an informed decision and move them further along in the sales funnel. This type of content is essential to a successful content marketing strategy, as it will help to increase leads and conversions.

• Overall, middle-of-funnel marketing is an invaluable approach for any business. With the right marketing strategy empowered with the right middle-of-funnel content, businesses can create a successful sales funnel, build stronger relationships and increase their ROI.

How Often Should You Be Creating middle-of-funnel Content?

Middle of Funnel content can be a powerful marketing tool for businesses looking to engage their target audience and create a connection. If you’re starting with MoFu content, aim for a minimum of 1-2 pieces per month. Once you’ve got a good handle on creating MoFu content, you should strive to create at least 3-4 pieces each month. If you’re using an inbound marketing strategy, consider creating new MoFu content weekly.

Elements of the middle of funnel content activities

If you use a B2B lead generation strategy to drive conversions, you need to create content that speaks to your audience in the middle of the funnel without being too sales-zee. The best way to do this is to create helpful, informative blog posts and articles that show your audience how your product or service can solve their problems.

You can also use messaging techniques and create landing pages with more detailed information about your offer, as well as free downloadable resources like e-books and whitepapers. Building a strong email list can serve as the foundation for middle-of-funnel content because 90% of people check their email at least once a day.

Make sure all of your middle-of-funnel content is well-optimized for search engines so potential clients can easily find it when they're researching their options online. And finally, promote your content through social media, join the community, and email them to reach as many people as possible.

Element 1: Middle-of-funnel content should be persuasive

Middle-of-funnel content is designed to persuade your leads that your product or service is the right solution for their problem. The content should be clear and concise, providing a strong argument for the product or service being promoted. It's all about building trust and credibility with your audience. To create effective MoFu content, you need to understand what your leads are looking for and what their pain points are. Once you know this, you can create content that speaks directly to their needs and addresses their concerns.

Element 2: Middle of funnel content should be educational

The educational stage of the buyer's journey is when your potential clients are trying to learn more about their options and compare them side-by-side. At this stage, they're looking for content that will help them make an informed decision. Educating your audiences with educational content will not only help your potential clients learn more about your product or service, but it will also position you as an expert in your industry. And we all know that people are more likely to buy from someone they perceive as an expert.

Element 3: Middle-of-funnel content should be targeted

Middle of Funnel content is designed to target readers who are further along in the buyer’s journey and are ready to buy. MoFu content should be focused on helping the reader make a decision and take action.

The highly targeted MoFu content includes:

• Product reviews

• Comparison articles

• How-to Guides

• Case studies

Goals of the middle-of-funnel marketing

Middle-of-funnel content in middle-of-funnel marketing is designed to nurture leads and convert them into clients. The goals of the middle-of-funnel marketing activities are to:

• Educate leads about your product or service

• Build trust and credibility with leads

• Position your company as a thought leader in your industry

• Convince leads that your product or service is the best solution to their problem

• Generate excitement and interest in your product or service

• Move leads closer to a purchase decision

Explain different types of middle-of-funnel content in marketing

At this stage, prospects are aware of their problem and are actively searching for solutions. They want to know more about your product or service and how it can help them solve their problem. Therefore, each type of middle-of-funnel content plays its role to fulfill the client's requirement and move them further down the buyer’s journey.

Role of case study in middle-of-funnel marketing

Middle of Funnel Content Case Study is an important tool for any business looking to convert potential clients into paying clients. A Middle of Funnel Content Case Study provides a detailed look at how a business has used its products and services to help clients achieve their goals. The case study will go into detail regarding the features of the product or service, how it was used, and the results it achieved for the clients.

By providing this level of detail, businesses can build strong relationships with potential clients and demonstrate the effectiveness of their products and services. A Middle of Funnel Content Case Study is an invaluable tool for any company looking to increase its conversion rates. Case studies show prospects that your solution works and can help them overcome their own challenges.

Role of email nurture campaigns in middle-of-funnel marketing

Email nurture campaigns are a type of marketing strategy designed to cultivate leads through the use of email communications. By messaging through emails over time, these campaigns aim to educate and engage potential clients and move them further down the sales funnel.

Nurture campaigns typically focus on providing helpful information and valuable resources, rather than making a hard sell. This helps to establish a bond with leads, making them more likely to do business with you when they're ready to buy. If you're thinking about starting an email nurture campaign, here are a few things to keep in mind:

• Define your goals for the campaign. What do you hope to achieve?

• Identify your target audience. Who are you trying to reach with your emails?

• Create compelling content. Your emails should offer value and be relevant to your audience's needs.

• A/B testing alternatives that test emails before launching your campaign to make sure everything looks good and functions properly

• Track your results. Keep an eye on your open and click-through rates so you can gauge the effectiveness of your campaign.

Role of Detailed videos, webinars, and infographics in middle-of-funnel marketing

Middle-of-funnel content videos are an effective way to engage potential clients and move them further down the sales funnel. The following are the brilliant marketing strategies that keep your score higher than your competitors.

Videos

Videos focus on providing educational content that is helpful to the viewer, while still emphasizing the features and benefits of the product or service being offered. These videos are typically shorter than the top-of-funnel content videos and often highlight success stories, product demonstrations, how-tos, and other types of engaging content. Middle-of-funnel videos can be used to nurture leads and help them understand the value of what you’re offering, giving them the confidence to take the next step in the sales process.

Webinars

Webinars provide an opportunity to educate potential clients on a product or service and allow them to ask questions and provide feedback. During the webinar, you can talk about the benefits of your product or service, and you can discuss ways that clients can use the product or service in their life. Middle of Funnel Content Webinars can be used to build relationships, create trust, and increase conversions. They can also be used to target specific business segments and provide tailored messaging and offers.

Infographics in middle-of-funnel marketing

Middle-of-funnel content infographics are a great way to engage and inform potential clients about a product or service. They can provide a visual representation of complex topics, making them easier to understand. They can also be used to highlight key points and help to explain the benefits of the product or service. They are especially useful for educating potential clients about the value proposition of the product or service and helping them to make a purchasing decision. Additionally, they can be used to draw attention to features that may be advantageous to the consumer. Finally, they can be used to create brand recognition and loyalty among potential clients.

Role of product reviews in middle-of-funnel marketing

When it comes to driving conversions, product reviews are essential middle-of-the-funnel content. By providing potential clients with an in-depth look at your products, you can help them make more informed buying decisions.

Product reviews should be unbiased and objective based, giving a potential client a clear idea of what your product is like and your commitment. Be sure to include both positive and negative aspects of your product while generating a product review, so that potential clients can make an informed decision. Including photos and videos along with your product review can also be helpful. Photos give the potential client a visual reference for your product, while videos can provide a more in-depth look at how your product works.

Role of product and service demos in middle-of-funnel marketing

Product and service demos are a great way to showcase your products and services in action. They can help you generate leads, close sales, and even create brand awareness. But before you create a demo, you need to understand what goes into making one that's effective.

Here are some things to keep in mind when creating product and service business demos:

• Keep your demo under three minutes. It should be short and sweet as no one wants to watch a long, drawn-out demo

• Make it engaging. Use visuals, music, and storytelling to keep viewers engaged throughout the demo.

• Highlight the benefits. Don't just show what your product or service can do, but emphasize how it can benefit viewers.

• Use calls to action. Include calls to action throughout the demo so viewers know what they can do next if they're interested in your product or service

• Test the waters first. Before you create a full-fledged demo, consider doing A/B testing with different versions to see which performs best with your audience.

Role of in-depth e-books and blogs in middle-of-funnel marketing

Middle-of-funnel content leads the prospects further down your sales funnel, from awareness to interest, and ultimately to decision. If you want to create MoFu content that will help you close more deals, then you need to focus on creating in-depth e-books and blogs.

Your first step is to choose a topic that your ideal buyer is interested in identifying the problems your prospect is trying to solve or the questions they're trying to answer. Then, come up with a list of possible topics for your e-book or blog post. Keep in mind that your headline should be reflective of the quality of the content itself. Your goal should be a content generation process that is well-researched and informative so that it can help prospects move further down the funnel toward a buying decision.

Role of whitepapers in middle-of-funnel marketing

Whitepapers are a type of long-form content that can be used to generate leads and drive conversions. They are usually research-based and provide in-depth information on a specific topic. Whitepapers can be an effective middle-of-funnel content piece because they are educational and can help move prospects further down the funnel toward a conversion. When creating a whitepaper, it is important to make sure that it is well-researched and provides valuable information that your target audience will find helpful.

Role of industry reports in middle-of-funnel marketing

As Middle of funnel content aims to nurture leads and focus on helping the lead overcome any objections they may have about your product or service. Industry reports are a great way to create MoFu content. By providing an in-depth look at your industry, you can help your readers understand the challenges and opportunities that exist. Industry reports can also be used to position your company as a thought leader in your space.

Role of Gated content in middle-of-funnel marketing

Gated content in middle-of-funnel marketing is a type of content that requires a reader community to take some action, such as providing their contact information, before they can access it. This can be an effective way of the lead generation process, but it's important to strike the right balance so that you're not asking too much from your readers.

If you're looking to generate leads, then gating your content may make sense. But if you're trying to build an audience or grow your website traffic, then you may want to make your content freely available. Gating your content will require more effort on your part in terms of promoting and managing the lead capture process. If you're not prepared to put in the extra work, then it may not be worth it.

Role of social media in middle-of-funnel marketing

As your leads move further down the funnel, they become more interested in your product or service and more likely to convert into buyers. This is where social media comes in. By using social media, you can continue to engage your leads and build on the relationship you've already established.

It's important to remember that each social media platform is different, so you'll need to tailor your content to the responsive behavior of your clients on each platform. For example, on Twitter, you might share short updates or links to blog posts, while on Facebook you might share longer form content or videos. No matter what platform you're using, though, the goal is always the same to keep your leads engaged and interested in what you have to say.

So what kind of content should you be sharing? Here are a few ideas:

• Share new blog posts or articles that your audience will find interesting and relevant

• Post updates about new products or services

• Share behind-the-scenes looks at your company or team

• Host contests or giveaways

• Answer client questions

Create a balance of different types of content to keep your audience engaged

When creating content for your middle-of-the-funnel audience, it's important to keep them engaged by providing a balance of different types of content. By providing a variety of content such as blog posts, infographics, e-Books, and case studies you'll be able to keep your audience engaged and coming back for more.

When creating blog posts, try to mix up the topics and formats to keep things interesting. You could write a how-to post one week and then follow it up with an expert roundup the next. Infographics are also a great way to break up the text and provide some visual interest. If you have data or statistics to share, an eBook or case study is a great way to showcase this information in a more in-depth way. By providing a variety of content types, you'll be able to keep your middle-of-the-funnel audience engaged and interested in what you have to say. So don't be afraid to mix things up and try new things!

Middle-of-funnel metrics

Once you set your middle-of-funnel marketing strategy right, you need to evaluate the following metrics. Middle-of-funnel metrics, like open rates, lead volumes, lead scores, conversion rates, and click-through rates, show prospect behavior but are tied to a more important prospect action (filling out a form as opposed to merely viewing a webpage, for instance).

• Opt-in page conversion rates: For your webinars, e-books, and other options, what are your conversion rates?

• Active subscribers: How many active subscribers do you have? When you're really in the middle-of-funnel you should review this number weekly.

• Email responses from subscribers: Here are the middle-of-funnel metrics that are rarely tracked. Discover trends in your top performers and low performers, then make edits to your sequences accordingly.

• Email open rates and click-through rates: When you're nurturing the leads in the middle of your funnel, you'll want to review which emails get the most opens and click-throughs and which get the worst.

• Ad cost and click-through rates: Beyond the foundation of email for middle-of-funnel marketing, there are of course all of your retargeting metrics.

Conclusion

The creation of high-quality content for the middle-of-funnel may be challenging for marketers. It requires understanding the appropriate types of content to create and how to use them to guide potential clients along the sales funnel. S2W Media can help generate more leads with its content generation and syndication techniques and improve lead conversions with its successful content strategies. With our expertise in B2B lead generation strategy you can forge a strong relationship with your potential clients and help guide them through the sales funnel.