In our previous blog, we explored what TOFU content is, how you can create a strategy for it, and what all can be included. In case you have not read our blog on TOFU content, you can read it here.
In this blog, we move one step ahead to Middle of the Funnel content or MOFU.
Once you have created brand awareness, you will have traffic and leads for your business. Your target audience is now aware of your business and the products that you offer.
When they move to the next stage, keep in mind they are already aware of the problem and what possible solutions exist in the market.
Now they are considering different potential solutions.
In such a scenario, you need to educate your target audience about your product and help them understand how it can meet their needs.
For example, say you are the owner of a skincare brand.
When you start with your TOFU content, you will create awareness by spreading information about different skin problems and how your products can help the customer.
Now for your MOFU content, you want to educate them more about your products like:
- How the products are made
- What ingredients in these products are beneficial for a certain skin problem
- How they are better than competitors' products
Here your keyword is “educate”.
Your customer is in the stages of consideration, so you should focus more on educating them.
Make a clear outline of the process from knowing about a product to choosing it. Then create MOFU content that will address those specific points.
Your Mantras for MOFU Content:
- Show them the benefits and value of your products.
- Build trust through detailed and credible information.
Continuing with our skincare brand example:
Say your customer has different questions and concerns about your product:
- Can it be used along with another product?
- What is the best way to use this product?
- Do they have to take any precautions before using it?
When you create content answering such specific questions, it provides deep insights to your customer.
Once they feel assured that they know your product, it will be easier to convert them.
What Can Be Included in Your MOFU Content Strategy:
You can use a mix of different formats to cater to a variety of customers:
- Blogs: Answer the key concerns of your customer and provide them with relevant information.
- Short-form videos: Answer specific questions, provide clarity, and make it easy to consume even technical information.
- Webinars and events: Demonstrate the value and benefits of the product.
- Emails and newsletters: Share valuable information in a personalized way.
- Other formats: Infographics, white papers, ebooks, guides can also be used.
Need help in identifying what specific concerns your customer can have about a product? We're here! At MENT Internet Works, we make it easy to identify various touch points that need to be addressed for making a purchasing decision easier for your customer. If that is something you need help with, ping us and we shall take this ahead.
Read more about our services on our page.
Till then, Adios!