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MoFu (middle of funnel) content marketing

MoFu (middle of funnel) content marketing
Photo by Luke van Zyl / Unsplash

Once a sales prospect progresses to Mofu, things get a little more intense. In the middle of the funnel, anything can happen.

What exactly your lead sees depends on your goal, their preferences and your resources.

It’s like the customer is a stage director, and you’re auditioning for a part. You’ve taken your place in the spotlight, introduced yourself, and revealed that you have six years of tap and would love the opportunity to shine.

This is the part after those excruciating two seconds’ silence where the director leans back in his seat and says, “Wow me.”

It’s terrifying, exhilarating and utterly dependent on the customer at this point. All you need to do is show off your best side.

In this stage of the funnel, your content should continue to educate the prospect about the nitty gritty of your industry and their issue, but also subtly start to position your product or service as the solution.

Don’t ask for a sale. Explain how and why your methods are the greatest in the world, and why nothing else will work, without giving away all your secrets.

It’s a tightrope, but it’s worth it to reach the other side. Here’s some ideas for in-depth Mofu content:

  • Ebooks
  • Whitepapers, reports, case studies, etc
  • An online course
  • Webinars

Want to know what comes next? Let me know in the comments, and I’ll explain Bofu!


This post is one I wrote several years ago, so it may not be the same kind of content you experience on the rest of this site. I'm posting it here as an archive, and to refer back to if I need.