In the last memo, we talked about TOFU that converts - not traffic fluff, but problem-first content that builds trust and shapes how buyers think before they’re ready to talk to sales.
Today, we’re stepping into the most misunderstood, under-invested, and highest-leverage layer of content marketing:
MOFU - Middle of Funnel content.
If TOFU earns attention,
and BOFU removes fear,
MOFU is where belief is built.
And yet, this is where most companies go quiet.
What MOFU actually is (and why people get it wrong)
MOFU is often confused with:
❌ “product-lite” blogs
❌ generic explainers
❌ watered-down sales pages
❌ feature walkthroughs dressed up as education
That’s not MOFU.
MOFU is not about selling.
It’s about helping someone evaluate their options intelligently — with you firmly in the conversation.
MOFU content exists for the buyer who is thinking:
- “This problem is real.”
- “I need to do something about it.”
- “But I’m not sure how yet.”
- “And I don’t want to make the wrong decision.”
Your job at MOFU is not persuasion.
It’s clarity.
Why MOFU matters more than ever
Modern buyers don’t move from blog → demo → deal.
They loop.
They pause.
They compare.
They ghost.
They come back smarter.
MOFU exists because:
- Buyers self-educate before talking to sales
- Sales cycles are longer and more complex
- Multiple stakeholders are involved
- Risk aversion is high
- Trust matters more than hype
And here’s the kicker:
MOFU content often influences deals more than BOFU content because it’s consumed earlier, shared internally, and revisited multiple times.
If TOFU gets you shortlisted, MOFU keeps you shortlisted.
The 4 MOFU content types that consistently convert
Based on what we build (and see work) at Contensify, these four formats do the heavy lifting:
1. Solution explainers (without feature dumping)
Not “here’s how our product works,” but:
- how problems are solved in principle
- what approaches exist
- what trade-offs matter
Example angles:
- “How AI teams actually reduce sales admin time (and where automation fails)”
- “What changes when you move from rules-based CRMs to predictive ones”
2. Use-case deep dives
MOFU buyers don’t want broad benefits; they want to see themselves in the story.
Strong MOFU use cases answer:
- Who is this for?
- In what situation?
- With what constraints?
- And what changed?
Example:
- “How RevOps teams use AI CRMs differently than sales-led teams”
- “When AI scoring works and when it doesn’t”
3. Comparative thinking (not comparison pages)
This is where real evaluation happens.
Not:
❌ “Us vs Them” landing pages
But:
- “AI vs manual processes”
- “Automation vs human-led workflows”
- “What to prioritise first - speed, accuracy, or control?”
This builds trust because you’re helping them think, not pushing a verdict.
4. Objection-led content
Your sales team hears the same questions over and over. Those questions are your MOFU backlog.
Examples:
- “Will AI replace our reps?”
- “Is our data clean enough?”
- “How long does the setup really take?”
- “What happens if predictions are wrong?”
If your content answers these before sales have to, you win twice.
How to design MOFU content that actually converts
Here’s the internal check I use:
A MOFU piece should do at least two of the following:
- Reduce uncertainty
- Increase confidence
- Help someone explain the decision internally
- Make the next step feel safer
If it only educates, it’s TOFU.
If it only proves, it’s BOFU.
MOFU is where education meets decision logic.
Here’s the playbook I promised you:
MOFU Content Playbook
13+years of creating content. Here's how I recommend creating middle of the funnel content to drive maximum business impact!
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How to use MOFU content in the real world
MOFU content doesn’t live on your blog alone.
It should be:
- Shared by sales during conversations
- Sent after demos as “recommended reading”
- Linked inside TOFU content as the next step
- Used internally to align teams on positioning
- Circulated inside buying committees
MOFU is not a broadcast asset. It’s a working asset.
How to link MOFU to the next stage (without hard selling)
A good MOFU CTA sounds like:
- “Here’s how teams typically implement this.”
- “Here’s what this looks like in practice.”
- “If you’re evaluating options, this might help.”
- “Here’s how we’ve seen this work with real teams.”
You’re not asking for a demo. You’re offering reassurance.
We’ll go deep on BOFU CTAs and proof structures in the next memo.
Good real-world MOFU examples
Want to learn more about MOFU content? Here’s a guide we wrote on Contensify for marketing teams - Learn more.
How to measure MOFU success
Tracking the success of your MOFU content isn’t really simple. Forget traffic alone.
You need to track:
- Time on page
- Scroll depth
- Internal shares (sales, Slack, Notion, email)
- Content referenced in sales calls
- Return visits
- Progression to BOFU assets
As a thumb rule, MOFU works when:
- people come back
- people share it
- people use it to think
That’s conversion - just not the loud kind.
TL;DR
- MOFU is the decision layer - not filler content
- It reduces risk, answers objections, and builds confidence
- It’s the most under-invested but highest-leverage stage
- Strong MOFU makes BOFU easier
- If sales keeps repeating themselves, you need more MOFU
Next up, I’m going to be working on another MEMO - BOFU content that converts without sounding salesy and why proof matters more than persuasion.
Is there anything else you’d like me to share my experience and examples on? Simply hit reply to this email.
I love creating memos that help you build strategies that convert!
See you next issue,
