Everything You Need to Know About Middle-of-Funnel Content in Under 500 Words
Here’s what you’ll get from reading this quick blog post:
- What we’re talking about when we talk about “middle-of-funnel content”
- Common goals and objectives for mid-funnel content
- The elements of quality content at this stage of the buyer’s journey
- Examples of companies creating brilliant middle-of-funnel content
Looking for information on top-of-funnel content? Check out “Everything You Need to Know About Top-of-Funnel Content in Under 500 Words.”
All sound good? Read on.
1. What Is Middle-of-Funnel Content?
Middle-of-the-funnel content refers to assets that reach leads who are already in your database, engaging with your brand. Marketers publish and distribute content at this stage to align a buyer’s needs to relevant products or features, gauge a prospect’s readiness to buy, and move the right people closer to purchase. Mid-funnel channels and tactics include:
Everything You Need to Know About Middle-of-Funnel Content in Under 500 Words by @amurphias
- Email marketing
- Marketing automation
- Live events
Content is still educational and entertaining, yet introduces more information about a brand’s solutions.
2. What Are Marketers’ Goals at the Middle of the Funnel?
The goals for content in the middle of the funnel are to:
- Nurture leads
- Build and monitor purchase intent
Marketers want to identify if a lead is (1) a good fit for their company’s solutions and (2) interested in purchase. By monitoring the behavior of buyers mid-funnel—including which content types and topics they engage with, how often they take valuable action, pages they visit—marketers can determine a buyer’s product and thematic needs and deliver content that addresses them.
3. What Are the Key Elements of Middle-of-Funnel Content?
Content should engage users and inform marketing and sales of their interests and purchase intent. With that in mind, mid-funnel content is largely:
4. 4 Examples of Brilliant Middle-of-Funnel Content
If you want to see how good, persuasive email marketing is done, subscribe to Litmus. They practice what they preach when it comes to their spot-on content marketing efforts. In the email above, for example, the subject line is compelling, the email looks sleek, the copy is concise, and the CTA isn’t an overwhelming ask, but a friendly “Save your seat.”
Zendesk consistently produces some of the best educational content out there. This eBook hits on problems for a specific prospect: someone managing a remote team. The challenges this person faces—and the value prop for the Zendesk product—might be different based on this scenario, and Zendesk can use this information to build a relationship and prove value.
Talk about targeted. I might not understand this topic, but you can bet key prospects for Life Technologies do—and that they have solutions that support this type of work.
DocuSign took the #1 spot on our list of the best content marketing companies—and much of their success comes from their outstanding middle-of-the-funnel strategy. They use marketing automation to deliver timely and highly targeted content to engage and activate prospects. The results speak for themselves.
Middle-of-the-funnel content is the bridge between high-level concepts and the value your product provides to customers—a key piece of your marketing strategy.
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