You have caught your target audience’s attention with ToFu content.
But how do you now move this audience from ‘generally interested’ to ‘actively evaluating’ your SaaS solution?
This is where MoFu content comes into play.
Middle of the funnel is the stage at which you further educate, entertain and nurture your target audience, building trust along the way to move them to the crucial next step towards conversion.
And that’s why we recommend approaching the middle of the funnel content more methodically.
What is MoFu content?
MoFu comes after ToFu (Top of Funnel) in the sales funnel and involves nurturing and educating leads who have shown interest but are not yet ready to make a purchase. It aims to further qualify and engage prospects, helping them move closer to conversion.
MoFu content targets leads who are aware of your brand and have engaged with your ToFu content. MoFu content in B2B SaaS provides more specific information, addresses pain points more directly, and positions your brand as a solution provider.
At this stage in the content funnel, the aim is to offer valuable content, often in exchange for their contact details. It’s crucial that this content is top-notch; otherwise, it risks leaving a negative impression. If prospects feel the content provided in exchange for their information isn’t up to par, it could harm your brand’s reputation and awareness.
Why focus on MoFu content in B2B SaaS marketing (2026)?
MoFu content in B2B SaaS holds immense significance due to its role in engaging the leads and nurturing them towards making a purchasing decision.
Here are some of the reasons why we include MoFu content in a B2B SaaS content marketing strategy:
1. Lead qualification and conversion
While blogs drive website traffic, MoFu offers to play a pivotal role in converting visitors into leads and distinguishing between good and bad leads. They help in the process of qualifying prospects.
2. Showcasing product/service value
MoFu content in B2B SaaS demonstrates why your products/services are the best choice. It moves beyond educating to showcasing your offering’s value, which is crucial for those closer to making a purchase decision.
3. Identifying key influencers and effective targeting
MoFu activities help identify and target key influencers involved in the buying decision process, allowing for more precise targeting of the right audience. It nurtures leads, fosters relationships, and enhances client loyalty and lifetime value.
4. Guiding informed decision-making
Targeted MoFu content in B2B SaaS assists prospects in making informed decisions and guides them further along the sales funnel. This content is pivotal in a successful content marketing strategy, leading to increased leads and conversions.
5. Building trust and credibility
MoFu marketing aims at establishing trust and credibility with leads by aligning products/services with their specific problems and needs. This approach positions your company as a reliable partner.
6. Encouraging further contact
The purpose of MoFu content in B2B SaaS is to encourage prospects to take the next step and reach out to your company for additional information. It serves as a bridge between initial interest and deeper engagement.
7. Creating differentiation
In a competitive market, MoFu content in B2B SaaS helps highlight your unique value proposition. It showcases what sets your SaaS offering apart from others, aiding prospects in making informed decisions.
Who is the target audience for MoFu content?
The MoFu content in B2B SaaS aims at engaging potential customers who’ve shown interest in your product or service. These folks have already discovered your brand and might be considering its benefits.
They’re not just casually interested; they’re closer to making a decision but need more assurance and trust-building. This audience requires nurturing through targeted content that highlights your product’s value and addresses their specific needs.
These individuals have shown interest in the product or service but aren’t quite ready to make an immediate purchase. They seek valuable, informative content that addresses their specific needs, offering insights and solutions to further educate and guide them towards a purchasing decision.
The goal is to guide them with effective MoFu strategies for taking the next step by solidifying their trust in your B2B SaaS solution.
What are the different types of MoFu content?
There are several MoFu engagement techniques that should be specifically tailored to engage and nurture leads. Some of the B2B SaaS consideration content for the MoFu stage are.
1. Educational resources
These include comprehensive guides, whitepapers, webinars, or e-books offering industry insights, best practices, or detailed solutions addressing specific pain points within the target market. These resources aim to educate prospects and establish the brand as an authority in the field.
2. Quiz/Surveys
Such interactive tools are designed to engage leads by offering personalized insights or recommendations based on their responses. These can be aligned with the SaaS product’s value proposition or key features, subtly guiding leads towards a purchasing decision.
3. Discounts/Offers
Offer tailored content promotions or exclusive discounts for leads in the consideration stage, encouraging them to take the next step or make a purchase by providing added value or limited-time deals.
4. Emails
Leverage targeted email campaigns delivering valuable content, case studies, product updates, or testimonials to nurture leads and maintain brand engagement. Drip campaigns can be particularly effective in providing relevant content over time.
5. Useful resources
Use tools, templates, calculators, or other actionable resources that help prospects address specific challenges or visualize the benefits of the SaaS solution. These resources add practical value and reinforce the benefits of the product or service.
6. Downloads
Tangible resources such as reports, templates, checklists, or industry-specific content can be offered as downloadable assets. These materials often provide actionable insights or tools that cater to the needs of potential buyers, offering practical value and showcasing the expertise of the SaaS provider.
7. Webinars/Events
Offer interactive online sessions, webinars, or live events that delve into specific industry challenges, trends, or product demonstrations. These platforms foster engagement, allowing leads to interact directly, learn more about the solution, and gain valuable insights from experts.
8. Case studies
Real-life examples showcasing successful implementations or experiences of other businesses using the B2B SaaS product or service can have a positive impact on the target group. Case studies highlight specific challenges, strategies used, and measurable results, serving as powerful social proof and demonstrating the solution’s effectiveness.
9. Comparison articles
Detailed content comparing the SaaS solution against competitors or different options available in the market. These articles offer an unbiased evaluation, highlighting the strengths and unique selling propositions of the SaaS offering, aiding leads in making informed decisions.
How to find middle-of-the-funnel content ideas?
Here’s how to approach middle-of-the-funnel content strategies:
1. Understand & document your product
Collaborate with the product team to grasp the product’s benefits, unique selling proposition, and use cases.
Create resources like screen-recorded videos and cheat sheets detailing product features and their use cases. These resources serve as a foundation for content creation.
2. Select content themes relevant to your product
Leverage the understanding of how your product addresses buyers’ pain points to derive content themes.
Follow Kameron’s methodology of aligning content categories/themes with the product’s features, benefits, and use cases for seamless integration.
3. Content type and format
Explore different content formats such as whitepapers, case studies, comparison guides, webinars, expert interviews, or product demos that suit your audience’s preferences.
Consider interactive content like quizzes, calculators, or assessments to engage users and gather data.
4. Collect social proof
Collaborate with customer-facing teams to gather customer quotes or testimonials that highlight positive experiences with your product.
Utilize third-party review sites to collect additional testimonials or customer feedback.
Integrate these quotes into your MoFu content to establish social proof and bolster your marketing message.
5. Keyword and topic research
Conduct keyword research using tools like SEMrush, Ahrefs, or Google Keyword Planner to identify relevant keywords and phrases that indicate consideration and evaluation stages.
Use the identified keywords as a starting point to generate topics that address specific pain points or offer solutions.
6. Competitive analysis
Analyze competitors’ MoFu content. Identify gaps or opportunities in their strategies and content offerings.
Develop unique angles or approaches to cover topics that your competitors might have missed or haven’t thoroughly explored.
7. Strategically plan CTAs
Craft CTAs that guide potential customers towards the next logical step in their journey without appearing forceful.
Tailor CTAs based on the content’s purpose. For instance, case study CTAs might lead to demos or sales contact for interested prospects.
Recommended read: How to Determine Your B2B SaaS Content Marketing Budget?
How to measure MoFu content success/ metrics?
One of the most influential MoFu content marketing tips is to measure success with the right set of metrics.
Here’s the list of significant ToFu metrics to track:
Engagement metrics
- New vs. returning visitors: Indicates the number of new potential leads versus those revisiting the site, showing if the content is attracting new prospects or retaining existing ones.
- Referral traffic: Tracks the sources driving traffic to the MoFu content, providing insights into effective promotion channels.
- Social metrics: Measures social media shares, comments, likes, and engagement, indicating the content’s resonance within social networks.
Consumption metrics
- Bounce rate: Indicates the percentage of visitors who leave the page without taking any action, reflecting how engaging or relevant the content is to visitors.
- Exit rate: Shows the percentage of visitors who exit the site after viewing the MoFu content, highlighting potential points of disinterest or dissatisfaction.
- Click-through rate (CTR): Measures the percentage of users who clicked on a specific link or call-to-action (CTA), indicating the effectiveness of the content in encouraging further exploration.
Lead Metrics
- Email sign-ups: Tracks the number of visitors who subscribe to newsletters or opt-in for further communications, showcasing interest and potential for nurturing leads.
- Whitepaper downloads: Reflects the number of users willing to exchange their information for in-depth content, indicating a higher level of interest and commitment.
- Webinar participants: Shows the number of individuals engaging with more in-depth educational content, displaying an active interest in learning about the brand or solutions offered.
Get started with B2B SaaS MoFu content marketing
The significance of Middle-of-Funnel (MoFu) content in B2B SaaS cannot be overstated.
Often overlooked, MoFu content in B2B SaaS bridges the crucial gap between attracting and converting potential clients. It’s the platform where your product’s solutions are showcased, making it an invaluable part of the content marketing funnel.
At Contensify, we specialize in empowering B2B SaaS companies through tailored content solutions, steering them toward organic growth. Our approach doesn’t just focus on writing; it’s about crafting content that engages, educates, and converts.
Ready to harness the potential of ToFu content for your B2B SaaS success?
Reach out to us today and unlock the power of strategic content marketing tailored specifically for your B2B SaaS venture.
