Welcome back, fellow marketers! Today, we’re going to delve into an essential yet often overlooked aspect of marketing that many find puzzling – Middle-of-the-Funnel (MoFu) content. As a sequel to our “Top-of-Funnel” content guide for SEO, we’re ready to move forward! You can also check out our “making a sale” guide of Bottom-of-Funnel Content. We’re ready to reveal the secrets behind the second stage of the marketing funnel, which is all about nurturing those potential customers you’ve attracted through your ToFu efforts. Read this blog for more information on what MoFu content is, how to utilize it in search engine optimization (SEO), and how you can master the marketing funnel from top to bottom.
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What is Middle-of-Funnel (MoFu) Content?
Middle-of-funnel (MoFu) marketing corresponds to strategies and practices businesses use to nurture their audience – the individuals already aware of their brand and products but who are still considering their options.
Just like in the ToFu stage, the aim of MoFu is not hard selling. Instead, it’s all about deepening the relationship with your potential customers, supplying them with more targeted and detailed information that can address their pain points, and thereby strengthening your brand’s position as their preferred solution.
In the grand scheme of SEO, MoFu content revolves around commercial and consideration keywords, helping those interested to find the best solution to their problems or needs.
What type of content do I need to write for the Middle-of-Funnel?
The goal of MoFu content is to engage your already interested audience with more specific, valuable content that demonstrates why your brand or product is the best fit for them. The content types can include:
Service/Product Landing Pages
Service or product pages fill both middle-of-funnel and bottom-of-funnel purposes. At this point, users are interested in investigating the potential services you offer. Providing informative landing page content that expresses what you provide, how it benefits the customer, and information on the product or service is important here. Why is your solution the best fit for them?
Suppose you’re a digital marketing agency. You could share a case study demonstrating how your SEO strategies improved a client’s web traffic and rankings. The case study provides concrete proof of your expertise and success, persuading readers of your capabilities.
For example, if you sell smart home devices, a comprehensive product comparison guide can help potential customers determine which of your products best suits their needs. You can compare features, benefits, pricing, and other relevant factors, providing all the information needed to make an informed decision.
Email newsletters are great for keeping your brand in the minds of potential customers. These could include updates about your brand, insights about your industry, tips, and valuable content tailored to your audience’s needs and interests.
Webinars and Product Demonstrations
These allow you to demonstrate your product or service in action, answer questions, and address common concerns or objections. If you’re in the SaaS industry, a webinar showing how your software can streamline business operations can be a powerful MoFu content piece.
These provide in-depth information about a particular topic related to your industry or product. If you’re in the healthcare industry, a whitepaper discussing the benefits and latest research on a health supplement you offer can help sway those still deciding whether to purchase, set up an appointment, make a call, or reach out.
How do I write Middle-of-Funnel content?
Writing MoFu content is all about understanding your potential customers’ needs, their concerns, and their goals. Unlike ToFu content, which targets informational keywords, MoFu content targets commercial investigation keywords, which users type into search engines when they’re evaluating different solutions or providers.
Here are some steps to create compelling MoFu content:
1. Define Your Audience’s Pain Points
What issues does your product or service solve for your audience? Understanding these pain points will help you create content that speaks directly to your audience’s needs and demonstrates how your solution can help.
2. Research Commercial Investigation Keywords
These keywords typically include comparison terms like “best,” “reviews,” “top,” or “vs.” Using SEO tools, identify the most searched commercial investigation keywords related to your industry or product. By incorporating these keywords into your content, you can improve its visibility in search engine results and attract more potential customers.
3. Craft Convincing Content
MoFu content should focus on showcasing your unique selling proposition (USP) and how it solves your audience’s pain points. Use real-life examples, data, and success stories to make your point.
4. Use a Strong Call to Action (CTA)
Unlike ToFu content, MoFu content CTAs are slightly more direct. You want to guide your audience to the next step of their journey, which could be scheduling a free consultation, signing up for a demo, downloading a whitepaper, or another action that brings them closer to a purchase.
5. Measure and Refine
Track your key metrics to gauge how your MoFu content is performing, and use this data to refine your strategy continuously.
How do I measure the success of MoFu content?
Just like ToFu content, it’s crucial to measure the success of your MoFu efforts. Here are some key metrics to consider:
Are your leads moving down the funnel? Are they engaged with your content and taking the desired actions?
What percentage of visitors are taking the next step after consuming your MoFu content, such as signing up for a webinar or downloading a case study?
How are people interacting with your content? Are they spending time reading it, sharing it, or commenting on it?
Sales Cycle Length
Has your MoFu content helped to shorten the sales cycle? Are leads more educated and ready to make a purchase decision quicker?
Over time, how much revenue can you attribute to leads who have engaged with your MoFu content?
The middle-of-the-funnel (MoFu) content is about building trust, showcasing your expertise, and positioning your brand as the optimal solution for your audience’s needs. It requires a good understanding of your potential customers, their needs, and their goals. To avoid confusion, it’s important to remember that Middle-of-funnel content does have some overlap with Bottom-of-Funnel.
Remember, MoFu content isn’t about making the hard sell; it’s about providing deeper, more detailed value that persuades potential customers that you’re the right choice. Monitor your performance using the right metrics to ensure your efforts are yielding results and adjust your strategy as needed. Keep providing value and guiding your audience further down the funnel. With a well-crafted MoFu strategy, you’ll be well on your way to turning those potential customers into actual ones.