In this blog post, we will explore in detail the best middle of funnel content.
In addition, we look at how we can use content to build up stakeholder intent to edge in closer to a conversion at the bottom of the funnel.
If you’d like to know more about the entire inbound marketing or as I call it lead funnel please do, here.
Now you have engaged potential stakeholders with your top of funnel content.
Hopefully, they will now be more aware of your organization and it’s values.
Also, they may know that you may be able to provide a solution to a problem that they have.
What now?
What we suggest is try to “push” potential stakeholders to the middle of the funnel (MoFu).
You can do this with more meaningful content that digs deeper into your organization’s story.
MoFu: Converting Leads into Your Lane
Above all, the middle of the funnel focuses on establishing your values and impact.
In addition, every visitor to your website is not considered a lead, instead, a lead is a particular visitor who through their interactions with your content, is seen as a strong candidate to close a sale with.
With MoFu content marketing, organizations can start positioning themselves as the market leader of a product or service that addresses a stakeholder’s needs in more detail.
At this point of the funnel, content can include targeted offers and the content itself can go into more depth.
Types of content used in this funnel include comparison charts, white papers, eBooks, landing pages, premium content offers, educational blog posts, webinars, and videos.
MoFu is usually the most complicated funnel stage because of how hard it is to define.
The wide net of interested leads captured in ToFu who haven’t been fully qualified could range from needing more info on product features to someone who merely just wanted to check out a webinar.
If you are too shameless about plugging your products or services during the MoFu stage, you’ll come across as pushy and likely turn off buyers.
Be helpful and knowledgeable, while guiding your prospects into the right decision.
Another thing to remember for Mofu is “Calls-to-action” (CTAs).
CTAs are a critical step to offer a pathway to your premium content, such as whitepaper downloads, e-books or webinars.
CTAs can be shared on your blog and social media pages or sent out via a newsletter.
Once that CTA is clicked the visitor will then be directed to a landing page where they can enter their contact information and download your offer.
And voila; you have a lead!
This information is essential to the beginning stages of the nurturing and conversion process.
Let me and my team create a help you with you sustainability communications. Let your impact be known and have potential stakeholders come through your inbound funnel. Schedule a free discovery call today.
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