Middle of the Funnel (MOFU) Content Marketing
The big goal in the middle of the funnel is to convert “problem aware” and “solution aware” prospects into leads.
Here, we use free content to incentivize prospects to submit their contact information and opt in to receive future marketing.
We call this type of content a Lead Magnet. Lead Magnets can be…
- Educational Resources (Case Study, White Paper, etc.)
- Useful Resources (Swipe File, Checklist, etc.)
- Software Downloads
- Discount/Coupon Clubs
- Quizzes/Surveys
- Webinars/Events
This is a Lead Magnet that DigitalMarketer uses to generate leads for our products surrounding Facebook advertising:
Lead magnets are free content that incentivize prospects to opt in to your list, becoming leads.
When visitors click on the “Download Now” button, they’re prompted to enter their email address to receive the piece of content.
This piece of content (a white paper) from Cloud Margin generates “solution aware” leads…
A white paper or report creates “solution aware” leads.
But you can’t deposit leads in the bank.
A third content type is required at the bottom of the funnel (BOFU) to convert leads into customers…