It's hard to pinpoint the most important part of the sales funnel, but MoFu is undoubtedly the place where most of it happens content marketing magic.
At the middle of the sales funnel stage , you solidify relationships with prospects and push them toward becoming potential customers. You convert their interest into intent by suggesting the unique value of your offer.
What are the characteristics of MoFu content? What can create MoFu content? And finally, how to create an effective content marketing strategy?
Let's check it out!
Understanding the center of the funnel (MoFu)
The general principles of the sales funnel We have already discussed in our previous guide. After reviewing it, you should know that the center of the funnel is somewhat complicated.
On the one hand, you have just shifted the potential customer's intent from directly informational to transactional. On the other hand, you don't want to push too hard for a direct sale because that might scare them away.
Your lead generation efforts should continue to focus primarily on educational content - use the information and insights gained at the top of the funnel (ToFu) and build on them, gently pushing your target audience to make a decision.
Convert leads into potential customers with MoFu content
At this stage of the sales funnel, you should continue to give your leads relevant content - but focusing more on the solutions you offer.
In other words, you want to continue to present yourself as an expert in your field (as you do in your content ToFu). But you should gradually lead potential customers to realize that your product or service may be just the solution they are looking for.
Importantly: content in the middle of the funnel should not sound too salesy or pushy - try to find a balance between giving valuable content and promotion.
You can do this by showing potential customers informative blog posts and case studies or sending newsletters. This will let them know that you care about their problems and have proven solutions for them.
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With these resources, you present the attractiveness of your offer. As a result, potential customers will learn how you can help them - and thus you will contribute to increased conversions.
MoFu content types
The most effective types of MoFu content are those that allow you to expand on the topics discussed in the ToFu content.
Often there is overlap between MoFu and ToFu content. For example, your target audience may download an e-book or subscribe to a newsletter because they want to advance their knowledge (which is typical of ToFu).
However, if the content is well-designed and provides clear next steps that guide the reader through the process while discussing your offering, this content also becomes MoFu content - creating new potential customers.
Some may argue that this only applies to certain types of content, such as webinars or tutorials. The truth is that most types of content can be turned into MoFu content. Here are a few of them:
- Webinars - This type of educational content helps bridge the gap between awareness and decision-making by delving into potential solutions.
- Guides - Guides provide a detailed discussion of a topic, solution or product and explain to potential customers how your offering can solve their problem.
- Product comparisons - Usually being BoFu type content, product comparisons can also be effective at the MoFu stage. You can use them to subtly highlight the advantages of your offering compared to your competitors.
- Case studies - Actual success stories show how your product/service has worked for others.
- Newsletters - Regularly sent to leads keep leads engaged and build a solid image of your brand with them.
- Industry reports - Reports on current trends or the state of the industry prove you are an expert. They build trust while providing valuable information.
- E-Books - The longer format allows you to better reach your audience and suggest your solutions in a less obvious way.
- Interviews - Talking to industry professionals or satisfied customers can increase the authenticity and credibility of your product or service.
- Podcasts - Like newsletters, properly produced series build your digital PR while generating traffic.
- Online surveys or quizzes - Interactive content can engage your audience. This will give you valuable information and provide them with a personalized experience.
How much content in MoFu do you need?
Deciding how much MoFu content you need is not easy. Ideally, you want to evaluate your lead nurturing process and determine the importance of each part of your sales funnel.
This usually means that about 30-40% of your materials are MoFu content.
This, of course, assumes that you have a clearly defined boundary between ToFu, MoFu and BoFu content. As we mentioned in our main guide, they often overlap and change their 'status' depending on the intent of the person consuming your content.
It is also worth keeping the following tips in mind when developing a ToFu/MoFu/BoFu content plan:
- Not all content is created equal, so you should take a holistic approach when creating your strategy - part of your plan should be to jam the creation of high-value content (like downloadable resources or webinars), and then support it with smaller pieces like blog posts and newsletters.
- Adding more and more content is not the answer to low conversion rates. Always remember: quality over quantity. It's more about nurturing existing leads and providing real answers, not just attracting new audiences with a barrage of content.
- Check your metrics regularly! By analyzing available analytics data, you can adjust your content strategy around what works best. More on this in the last section of this article.
Creating compelling MoFu content
The key to creating MoFu content that resonates with leads and encourages conversions is to understand where your prospects are in the sales funnel.
As part of a well-thought-out B2C or B2B lead generation strategy, your MoFu content should be informative, engaging and subtly persuasive, helping your target audience move from casual content viewer to paying customer.
But you probably already know that. However, what is the "magic formula" that turns content into a magnet for customers?
Above all, it must carry a unique value.
Every company in the market is doing some kind of digital marketing in its marketing funnel. Your content should be unlike any other - reflecting your unique value proposition.
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Your MoFu content should reflect this. Don't just provide general information; rather, teach your audience something new or provide them with a fresh perspective.
In addition, you should make an emotional connection with your audience. People are increasingly interested in the companies they do business with, and they want to feel that the companies they choose really understand them and care about their needs and desires.
It doesn't have to be anything profound. Sometimes a good joke can make a potential customer feel closer to your brand. They will be reminded of your brand when they make a buying decision.
Measuring the success of MoFu content
Okay, so how do you measure success after developing and implementing your MoFu content?
The obvious answer is leads.
If your MoFu content is focused on creating new customers, success is measured by new leads (or existing ones) brought to the bottom of the funnel (BoFu).
This requires a proper tracking system. Most CRM systems will let you do this, with the help of digital marketing tools like Google Analytics to track the performance of your content.
However, a small but here. Not every person consuming your MoFu content will convert right away - that's a job for your BoFu content!
Most leads never convert into sales
Most of the leads you get on your site never convert into sales - this may sound like a sad obvious fact, but it's very important when reviewing the results of your MoFu content.
However, that doesn't mean that this content doesn't work. Remember, MoFu content supports lead nurturing, not just conversion.
It serves as a guide, creates interest and subtly (or not) promotes your brand.
Engaging leads and converting them into customers is one of the main aspects of a successful marketing funnel strategy, but building a loyal audience and becoming an influencer can be just as significant for your brand.
Summary
When done well, MoFu content encourages undecideds to move along the sales funnel and brings them closer to making a purchase decision.
However, doing MoF content well can almost be an art.
You need to find the right balance between education and promotion, appeal to a diverse audience, and somehow convince potential customers to take an important next step.
So why not develop this idea into a blog post or e-book that is stuck in the back of your mind? It could be the very knowledge that convinces potential customers to cross your website's threshold!
