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Middle of the Funnel: What It Is and How to Create This Type of Content

Their Top of the Sales Funnel strategy paid off, and now users have moved on to the next phase: the Middle of the Funnel.

The middle part of the sales stage is just as important as the Top and Bottom of the Funnel .

Many may underestimate it, but they are making a big mistake in doing so.

Therefore, Leadster prepared this article for you to know what the Middle of the Funnel is, its importance and what types of content are needed for this stage.

Follow in the text!

What is Middle of Funnel?

The Middle of the Funnel (MoFu) can be treated as the moment of user conversion, it is the bridge that connects the initial interest (top) with the final stage, the sale (bottom) .

MoFu's objective is to keep the potential customer's interest , nurturing the existing relationship with the business, showing him more deeply the problem faced and increasing his confidence in the service/product offered.

The stages of the marketing funnel can also be related to the stages of the consumer journey, as shown in the image below:

Understand the Goals of the Middle of the Funnel

In the middle of the sales funnel , you should pay attention to the following objectives:

  • Lead nurturing ;
  • Monitoring of purchase intent ; and
  • Establish brand loyalty by creating advocates .

All of them concern the relationship with the customer, that is, the main goal of this stage is to make the user continue to be interested in your business, understanding even more the problem facing and moving on to the moment of purchase, the bottom of the funnel.

The Importance of the Middle of the Funnel

As we mentioned above, the middle of the funnel is the bridge between the beginning and end of the sales funnel , its goal is to let the customer journey flow normally.

However, there are essential points highlighted by the contents of Middle of the Funnel for the purchase to happen, let's go to them!

Provides More Information

If your company wants to deepen the relationship with the customer even more, there is nothing better than making them more and more understanding of the problem they face, in this way, they start to trust your business more and, consequently, provide you with more information.

With the information received, you will be able to create personalized content for your lead, aimed directly at what he is looking for.

In short, this is a two-way street, by providing relevant content to your potential customer, he will continue with your company, giving you more and more information and you, in turn, will create personalized content.

Break objections

Mid-Funnel is where you end up with all the “ what ifs” your lead has early on in the customer journey.

At the top of the funnel, the user didn't even know what he needed, and that's when your company comes into the picture.

When reaching the middle of the funnel, the company will work on the purchase intention, generating more interest and increasing trust .

Increases Chance of Closing

From the quality and personalized content created for the middle of the funnel, your lead will be increasingly interested in your company , as they feel more confident and understand the subject.

That way, the chance of closing a sale is high.

Why Invest in Mid-Funnel Content?

The Middle of the Funnel contents increase communication with potential customers, improving the relationship with them and giving greater credibility and trust to the company.

From the Middle of Funnel strategies you will be able to:

  • Offer more information about your company;
  • Increase traffic on the channels used;
  • Eliminate possible objections;
  • Capture more qualified leads ; and
  • Direct purchases.

How to Create Content for the Middle of the Funnel?

Content aimed at the middle of the funnel should not be as technical as the bottom of the funnel, but it needs to be more detailed and informative when compared to the top.

You should also focus your content for the following formats:

Blog posts

At this stage, the texts should be more in-depth and detailed, but without such technical language.

Invest in rich information, examples and real data.


Newsletters must be personalized, containing information that serves each customer.

Take the opportunity to talk a little about your own company and the products or services offered.

Ebooks or Whitepapers

E -books correspond to longer, more detailed content and serve to answer customer questions .

They can be made available in PDF, in exchange, the user can provide new qualification information.

Whitepapers are intermediate content, that is, not as short as a blog, but not as long as an e-book, this format is more focused on data and has direct language .


Make checklists for your users, that way, you help in their organization, task counting and planning .

Create a template with the face of your business and provide it for free to those interested.

Comparative Guides

Create models of comparative tables, advantages and disadvantages , about your business, focus on the points that differentiate you from other competitors.

But, always be careful not to change the focus of the content: its objective is to inform and assist in the user's decision and not just to advertise your business.

Demo videos

Show how your product/service works, demonstrate step by step .

In this way, your potential customer feels more immersed in your service, facilitating their understanding.

Case studies

How does your company work to solve your customer's needs?

This is the question that many users have, so take advantage of the success stories of your business, to show how everything was done, eliminating the doubts of your visitors.

We have reached the end of another content about the Sales Funnel!

Take the opportunity to put all these strategies into practice and check out the other contents about Top and Bottom of Funnel.

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