MOFU content
Middle-of-funnel content for readers who understand the problem and are working out which approach to take.
In depth
What it really means
MOFU content serves people who understand their problem and are working out the approach before they pick a vendor. Templates, frameworks, calculators, webinars, implementation guides and buyer’s guides live here.
It is the stage most programs skip. Teams write awareness content and comparison pages and leave a gap in the middle, which is exactly where the reader forms their evaluation criteria. Whoever shapes those criteria usually wins the deal, and it is not always the vendor with the best product.
MOFU conversion to a sales conversation typically runs 3% to 10%, against 0.5% to 2% for TOFU and 10% to 30% for BOFU.
The useful way to think about the middle is influence rather than conversion. Track how many closed-won deals touched a MOFU asset before the first sales call. In most B2B SaaS teams that figure is far higher than anyone expects, and it is the argument for funding the stage. Gartner found that B2B buyers are 1.8 times more likely to complete a high-quality deal when they use supplier-provided digital tools alongside a sales rep rather than working through the evaluation alone. Calculators, selectors and templates are that tooling. This is the closest thing to a hard number on why the middle of the funnel earns its budget.
What belongs here
Templates and swipe files someone uses at work today.
Frameworks and processes that define how to think about the problem.
ROI calculators and cost models.
Buyer’s guides that set evaluation criteria, ideally before competitors set them.
Webinars and workshops, which are MOFU dressed as events.
Pros & cons
Pros
- Sets the evaluation criteria, which is the highest-return influence available in a considered purchase.
- Converts well enough to be measurable while still reaching a wide audience.
- Produces the best lead magnets, since templates and calculators convert at 20% to 45%.
- Least competitive stage in most categories, because most teams skip it.
Cons
- Harder to produce. Real templates and calculators need actual expertise and sometimes engineering.
- Ages faster than TOFU, since processes and tools change.
- Search volume is thinner and harder to find in keyword tools.
- Easy to confuse with disguised product content, which readers detect immediately.
The mistake people make
Writing MOFU content that assumes your category is the answer. A buyer’s guide that treats your product type as the obvious solution is a BOFU page wearing a MOFU costume. The genuinely useful version compares approaches, including doing nothing and building it internally, and earns the trust that makes your eventual recommendation land.
Best practices
- Build things people use at work: templates, calculators, checklists.
- Set evaluation criteria honestly, including the criteria where you lose.
- Gate the asset, ungate the page around it.
- Link up to the TOFU guides and down to the comparison pages.
- Track influence on closed deals, not just download counts.
- Refresh annually, since processes and tool landscapes shift.
FAQs
What is MOFU content?
Middle-of-funnel content for readers choosing an approach rather than a vendor. Templates, frameworks, calculators and buyer’s guides.
How is MOFU different from BOFU?
MOFU decides how to solve the problem. BOFU decides who to buy from. Different questions, different pages.
Why do most teams skip it?
Because it is harder to produce and harder to attribute than either neighbour. It is also why the stage is less competitive.
What converts best at MOFU?
Interactive tools and templates, at 20% to 45% on a dedicated landing page.
How do I measure MOFU?
Downloads are the vanity number. Track how many closed-won deals touched a MOFU asset before first contact with sales.
Keep reading
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