How it fits into Inbound Marketing

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Inbound Marketing is a technique, or rather a set of techniques, that are based primarily on creating a website or blog with quality content that is valuable to the user. Its objective is to attract an audience to the website, but this is only the beginning of the complex process of Inbound Marketing.

In the MOFU stage, Inbound helps with the accompaniment, monitoring and classification of these contacts (lead nurturing process).

Lead nurturing is the process of developing relationships legal leads for sale with buyers at every stage of the sales funnel, and at every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of potential customers and providing the information and answers they need.

MOFU content type
In the MOFU stage, your leads already know the area in which your business operates, now they are more interested in what you can offer. Your content should show, in a practical way, how your business can help them solve their problems.

This content is primarily intended for leads who already have a relationship with your company, that is, they already trust the company, have already learned more about the business topic and may have a greater interest in your product or service. This is the content that should lead to the decision to try the product or even buy it.

Mofu Content

MOFU content is a bit of a sell-side, but it still provides value for leads. It needs to be more in-depth and provide details about the subject they are looking for. You can better understand their needs by using, for example, more specific fields on your landing pages.

In addition, it is important that the content you deliver in the middle of the funnel removes the doubts of your future clients, to overcome their objections. You can achieve this through well-founded content and tools that spark interest in your product and your company.

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Some examples of content aimed at the MOFU stage are: checklists, guides on how to buy or choose the product or service that your company sells, among others.

Below we will give you more details about the content for the middle stage of the funnel:

Templates


Templates are ready-to-use templates for a variety of contexts, such as spreadsheets, presentations, or anything that makes a task easier to complete.

In general, the time investment to create a template is minimal, as most companies already have templates that they use internally – you just need to offer them to your audience as well by making some adaptations, such as adding a text with instructions for using the template.

Templates work well for nurturing MOFU leads : above, you've already received general information about the area your business is active in, and now you can help them in a more practical way. If you share creative ideas that you use in your day-to-day life, you'll gain authority by helping other businesses.

Tools
Tools are more complex to produce than templates, but they will help your potential customers solve more complex problems. They can be part of the solution you offer in your business – which is good because it gives a feeling of “I want more”, increasing interest in learning about the full product – as well as something completely new.

Producing a tool often requires the work of a programmer, which makes it more accessible to technology companies. At the same time, tools are harder to copy, which creates a differentiating factor in relation to your competitors.

Whitepapers
The whitepaper is nothing more than an intermediary between a post and an eBook. It is not as brief as the former, nor as long and in-depth as the latter. It can focus on a single topic and provide mostly data, which makes sense for the middle of the funnel.