Top Mid-Funnel Content Concepts And Tips On How To Locate Them

If done correctly, MOFU content can deliver greater ROI from SEO investment than TOFU and BOFU content. 

Here are six strategies that can enhance a strategy and help capitalize on opportunities other SEOs need to consider. These strategies have been successfully applied in client campaigns, specifically for B2B brands in narrow segments.

What Distinguishes Mofu From Bofu Or Tofu?

To provide a quick refresher, top-of-funnel (TOFU) content is educational and serves the intent of informational searches. This content is far from being sold in the typical conversion process. 

Bottom-of-the-funnel (BOFU) content is what a customer interacts with before purchasing. It serves a transactional purpose and typically comprises sales and product landing pages. Middle of the funnel (MOFU) content sits in between. The objectives for mid-funnel content are:

👉🏽 Searchers transition from being aware of problems to becoming solution-oriented.

👉🏽 Help searchers decide on the best solution.

👉🏽 Increase brand recognition by enhancing the number of times searchers mention a brand.

👉🏽 Create confidence in a brand’s reputation so that when customers are ready to buy, they think of that brand first.

Now let’s discuss six mid-funnel content ideas. Let’s begin.

• Quizzes

Quizzes are interactive content that provides solutions or suggestions for users based on their answers to questions. 

Many quizzes are included in the middle funnel. For example, consider a skincare quiz. It is TOFU when it focuses on determining the type of skin someone has. It is MOFU if it advises on the ideal skincare routine for that skin type.

To find relevant opportunities, follow the same steps as before. Enter the primary subject into Keywords Explorer, but this time, use a filter to search for keywords that include items such as:

• Quiz
• Test
• What’s my
• Discover the right
• Finder
• Recommended

The few brands that create quizzes often need to learn how to make them SEO-friendly.

• Feature Roundups

Roundups are an example of list posts. They are often employed for the affiliate market to evaluate products from various brands, using keywords such as “accurate air fryers” or “accurate wireless headphones.” 

Websites use such posts as a standard for their content strategies. However, most affiliate websites focus on comparing products from different brands, which is why this content is only used by some companies, such as e-commerce and SaaS brands, that do not wish to include rival items in their editorial content.

The opportunity in the middle of the funnel for online retailers and SaaS businesses is to look beyond brand comparisons and develop features instead of product or feature roundups. 

To identify these opportunities, type the primary topic or category into Keywords Explorer and then use a filter to include terms such as:

• Ideas
• Top
• Vs
• And
• Or
• Types
• Alternatives
• Contrast

Seek out opportunities to evaluate one’s solutions or products. For example, let’s say Fancy Dress, a costume store, has a listicle that focuses on the phrase “group costume ideas,” every idea is a product they offer. It is also possible to compare the aspects of software against other solutions. This is particularly useful for SaaS companies. 

For example, consider keywords such as “perfect mobile banking app features.” It may not be the easiest score, but there are rankings for banks with authority behind them. 

This is particularly relevant when considering that there’s just one post that’s not optimized to provide “desirable features” and has a ranking of 403 on page three.

In each case, whether product vs. feature or product vs. feature, it is all about branding the brand as the sole choice, ensuring that customers will prefer that brand over the competition when they decide to buy.

• Solution Hijacking

One accurate MOFU content idea is to use solution hijacking. This is a method of converting people who are already aware of solutions but for the wrong reasons.

The content will influence people to favor a product instead of the one they had previously chosen. For instance, Freshbooks used this tactic to help convert users from Excel to manage their books and accounting. The site was filled with Excel-based solutions and templates, with a call to action to try their tool for free. These pages generate about 6,400 monthly organic sessions.

To test this on a site, search for keywords that refer to alternatives to one’s own but don’t contain a clear intention to buy (e.g., “Excel invoice template” when using an accounting program). 

It is crucial to include the intent part so it should be noticed. If there’s uncertainty about the intent behind a specific keyword, consider using the AI-based “Identify Intents” feature. It will estimate the most dominant intents for the keywords within the SERPs.

Important Takeaway

Search for keywords similar to one’s own, but ensure they generate little purchase intention. Instead, observe a mix of content types, such as blogs with a few articles and some pages for products. This presents a good opportunity to capitalize on.

• Niche Calculators

Calculators, like quizzes, are a fantastic MOFU strategy that could be created using no-code tools. 

They are an excellent option for MOFU content when the answer provided via a calculator proves crucial for the user to decide. Finding opportunities is easy by following the previous process. But this time, search for phrases such as:

• Calculate
• Calculator
• Ratio
• How much
• Formula
• Estimate
• Estimator

It’s astonishing how ineffective this strategy is, particularly among small-sized businesses and niche websites.

• Alternative Assets

content can take a variety of formats. Often, there is a reason why the solution someone seeks can be found outside of a blog or social media post; it may need to be delivered in an audiovisual format. 

This is where alternative assets can provide an excellent solution. They are among the top resources for developing all B2B SEO marketing campaigns, especially in smaller segments with few BOFU or TOFU search results. The mid-funnel can be very profitable in these cases.

One can consider other resources such as spreadsheet templates for workers with knowledge of CAD blocks designed for engineers, wiring diagrams for electricians, and more. There are various ways to discover such opportunities. 

One can begin by sorting search terms to include:

• Common file extensions encountered in a field, such as .jpg, .svg, .png, .psd, or .ai for designers.
• Words such as spreadsheet files, diagrams, or blueprints.
• Specific software for industries, like Revit for engineers or Canva for design.

• Scorecards

Scorecards are another form of interactive content designed to give users a score. They may start by asking questions like a test, but the purpose isn’t to provide an instant solution. Instead, it offers an assessment to help users identify possible issues they must address. 

Scorecards can also be a great way to develop problem-solving skills, as they are ideal for those who need to build awareness of problems and become more comfortable finding the correct solution.

Unlike calculators and quizzes, which have a lot of evident search patterns, there are many specific ways to find keywords related to scorecards. There tends to be no filterable search for “scorecard” or similar terms. Try variations like:

• Could you rate me?
• How well is my
• How bad is my
• Checker
• Grader

Anything that indicates that a user would like their performance rated can be used to create a scorecard. For example, consider a keyword like “rate my resume.” It is an excellent MOFU tool for a resume-building SaaS business or a marketplace for resume-related services. 

If operating an online PC-related store, it is possible to create an index card for “rate my PC” searches, suggesting more powerful components or modifications to enhance the user’s current PC.

The Most Important Lessons to Take Away

The SEO possibilities have fundamentally changed and will continue to change as Google adjusts its user interface. 

With fewer clicks directed to websites via top-of-funnel or bottom-of-funnel search results, there’s a huge chance for SEO professionals to utilize the middle of the funnel instead.

Achieving this requires much more imagination and outside-the-box thinking, particularly regarding opportunities that competitors still need to consider. 

If there are instances of mid-funnel strategies that have proven successful, feel free to connect us on LinkedIn anytime.

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Top Mid-Funnel Content Concepts And Tips On How To Locate Them

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Learn top mid-funnel content concepts and tips on how to find them to boost engagement and conversion rates.

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Fatima

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