Most brands focus on top-of-funnel blogs or bottom-funnel sales pages. But the real conversion gold lies in MoFu content. Here’s why — and how to get it right
🧭 Why Your Content Might Be Stuck
Let’s say you’re running a blog.
You’re posting regularly. You’ve got top-of-funnel topics like “What is X?” or “Trends in Y.” And your website has product pages and demo CTAs.
Still… not enough leads converting?You’re likely missing the middle-of-the-funnel (MoFu) layer — and that’s a big miss in 2025
What Is Mid-Funnel (MoFu) Content?
MoFu content is designed for prospects who are:
- Problem-aware
- Actively researching solutions
- Comparing options
- Not ready to buy yet, but getting close
They need education, clarity, reassurance — not just more “what is” content.
Examples of MoFu Content That Converts
- Comparison Posts -“X vs Y: Which is Right for You?”
- Case Studies– Specific, result-focused stories that prove ROI.
- Solution Guides-Deep dives into how your offer solves a problem.
- Webinars / Recorded Demos-Let prospects self-educate at their pace.
- Play-books / Templates-Tangible resources that help — and position you as the solution.
- Pricing Breakdown-Be transparent (or give enough value-based context to drive a CTA).
💥 Why Most Brands Skip MoFu Content
- It’s not as “sexy” as viral posts
- Requires deeper understanding of your audience
- Often gets overlooked in blog calendars focused on SEO
But here’s the thing: MoFu content shortens the sales cycle. It builds trust and tackles objections before your sales team even connects
5 Ways MoFu Content Powers Your Pipeline
- Captures High-Intent Leads
Not all traffic is equal. MoFu attracts buyers closer to a decision. - Supports Sales Conversations
Sales reps can share MoFu content as part of nurture flows. - Builds Authority
You’re not just ranking — you’re proving you know your space. - Improves Email Performance
Guides and case studies get way more clicks than “new blog” emails. - Increases Demo Conversion
Educated buyers = more confident buyers = more demos booked.
✅ Our Approach at Briefs: MoFu That Moves Buyers
We help brands identify and create content that hits the middle funnel — because that’s where real movement happens.
Think:
- Case study + carousel
- Comparison blog + native doc
- Solution page + short-form explainer video
We build strategic assets that fuel sales without being “sales.”
Want to build MoFu content that fills your pipeline — not just your blog?
Let’s identify the 2–3 pieces you’re missing.
📩 Start with a content gap check at briefscontent.in
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