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November 2, 2016

Marketing Funnel Toolkit, Part Three: Strategies for MoFu content

The MoFu stage of the marketing funnel is surprisingly easy to overlook, as marketing teams focus on generating new leads and sales teams work on signing up the best leads. But MoFu is critical. It’s the stage where you nurture prospective customers with brilliant content marketing. It’s where you nudge them from interested consumers to serious buyers.

Content marketing at the middle of the funnel requires a careful balance between education and promotion. While the top of the funnel is about awareness, the goal of MoFu content is to establish credibility and differentiation. You’re telling customers why your brand is the best solution for their needs. Product comparisons, buyers guides, reviews and testimonials are all staples of middle-of-funnel content.

At the MoFu stage you need to differentiate yourself from the competition, show off the best features of your offering and address specific questions and concerns. If you’re a b2b brand this stage is about demonstrating how your expertise can boost awareness, traffic and sales.

Work on differentiating yourself

At this stage in the marketing funnel, consumers have shown an interest in your brand. But it’s unlikely that yours is the only company they are looking at. Instead, they’re probably weighing you up alongside a number of your competitors. For this reason, it’s important that middle-of-funnel content showcases your strengths and clearly sets you apart from the crowd. Highlight your edge, showcase your values and demonstrate what makes you different and why this is important. We avoided pushing product in the ToFu stage, but here product can start to come to the fore.

Persuade through reviews and testimonials

Consumers are far more likely to trust their peers than trust a brand, so use reviews, case studies and testimonials to persuade your prospects that they should buy from you. Consider asking relevant influencers such as bloggers to review your products (but don’t expect to be able to lean on them for a positive review). This will help boost trust and credibility. Flesh your site out with case studies and testimonials, and make them as compelling as possible – graphics and videos can help bring dry business stories to life, and give you visually appealing hooks that will help you promote your case study on social media.

Create product comparisons and buyers’ guides

Product comparisons and buyers’ guides are fantastic ways of showcasing what sets you apart from your competitors. Consider prospects’ most frequent questions about your offering – some of these may have emerged from your ToFu research, but it’s also worth grilling your CRM team and looking at your social mentions – and develop complete, in-depth answers to them. Compile buyers’ guides that describe the details of your product or service, highlighting its features and how they benefit the consumer. Clearly indicate anything that differentiates your offering from that of your competitors.

Show your product or service in action

Videos, tutorials, demonstrations and webinars are a fantastic way of building a rapport. If you’re a b2b brand, webinars and events enable you to connect directly with prospective clients, answering specific questions and showcasing your expertise and knowledge. For retail brands, videos and tutorials provide bite-size, easily digestible content that can show potential consumers what they can expect if they buy.

Use CTAs to gather data and subscriptions

If your ToFu content had specific calls to action, they will have been pretty top-level – read this post, visit our homepage, give us a call. As you progress into the middle of the funnel, you want CTAs to lead to more established relationships. Look for ways to encourage social or email subscriptions. Email marketing in particular is one of the most effective tools for converting prospective customers, enabling you to send offers direct to their inbox and providing an opportunity to really personalise campaigns. Consider offering downloadable reports, e-books or a video series that require consumers to input their email. Alternatively, offer a discount if they sign up to a newsletter.

Ready to explore the last section of the funnel? Move on to the final part of the series, in which we look at strategies for bottom-of-funnel content.


In this series:

  1. Marketing Funnel Toolkit, Part One: Introducing ToFu, MoFu and BoFu
  2. Marketing Funnel Toolkit, Part Two: Top-of-funnel content strategies
  3. Marketing Funnel Toolkit, Part Three: Middle-of-funnel content strategies
  4. Marketing Funnel Toolkit, Part Four: Bottom-of-funnel content strategies

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