Middle of the Funnel (MOFU) & Bottom of the Funnel (BOFU) Content

What is TOFU, MOFU, and BOFU content?

The sales process, for most companies, tends to resemble a funnel—that is, it’s wider at the top than it is at the bottom. As leads progress through the funnel, those who are unqualified or uninterested drop off. In any given month, you may start with a hundred leads, but may only actually close with ten (or less).

Some of these leads may not leave your funnel because they’re not a good fit for your company, however. To keep more of these leads in your sales process, you need better targeted content that meets their needs, solves their problems, and convinces them that you are the right solution or partner. This is the thinking behind TOFU, MOFU, and BOFU.

These acronyms stand for top, middle, and bottom of the sales funnel, respectively. WebFX offers middle of the funnel, MOFU, and bottom of the funnel, BOFU, content with this particular package. TOFU content is less specifically targeted, and occurs at the very beginning of the process. This kind of content is provided as part of our standardcontent marketing package.

By offering MOFU and BOFU specific content, you’re showing leads that you’re able to meet their specific needs. Consumers have different expectations, questions, and desires as they move through the sales funnel—and MOFU and BOFU content marketing services from WebFX can give you exactly what you need to serve them and close the sale.

MOFU and BOFU content plans from WebFX

As part of our MOFU and BOFU content plans, we’ll create content specific to your industry and sales funnel that is designed to convert and close more sales. This may involve the creation of case studies to convince leads that your business is trustworthy and capable, or it may require copywriting to produce a long-form content piece or whitepaper that will serve as further education on your industry.

Every industry is different. That’s why we start our process with research on your specific needs and sales process. We don’t simply write a few blog posts and call it content marketing—we’ll study your sales process, competitors, keywords, website, strategy, marketing methods, and existing content in-depth to form a comprehensive marketing strategy that makes your specific funnel clear.

Here’s a look at some of the MOFU and BOFU content we produce as part of these plans.

Long-Form content pieces

A piece of long-form content may be a long, in-depth blog post, a detailed how-to, a well-researched article, or another piece relevant to your industry. Search engines love long-form content, and so do sales leads! If your long-form content is especially informative and helpful, it will create affinity with your lead. Our expert copywriting team will write these long-form pieces for you as part of your plan.

Read customer case studies to learn about the power of long-form content.

In-Depth guides

Guides are great ways to both solve problems for your leads and create staying power. You may be hesitant to give your knowledge away for free, but it’s not often that a consumer or lead won’t remember—with gratitude—who helped them, educated them, or gave them the tools they needed to clear a major hurdle. We’ll write these guides for you, and we’ll even do all the research!

In-Depth whitepapers

Whitepapers are often in-depth, heavily technical studies of industry topics that are offered by manufacturers or B2B companies for public consumption. These can be very time-consuming to produce, but they are one of the best ways to convince leads near the bottom of the funnel that you’re a worthy partner. We can produce these whitepapers for you, convert them into PDFs, and add them to special landing pages on your website.

Testimonials and case studies

Consumers often react the most strongly to social proof—that is, reviews left by others who have had some experience with your brand. We’ll work with you to turn any testimonials or feedback from raving fans, clients, or customers into case studies, or beautiful quotes and testimonials that appear on targeted pages on your site. We can also produce video testimonials, like those seenon our own testimonials page.

Improving your content with ongoing A/B testing and conversion analysis

We aren’t satisfied with simply producing content. We know there’s more to the sales process than writing words and putting them on a page. That’s why we include our proven CRO strategies as part of every MOFU and BOFU plan.

We’ll use ongoing A/B tests to determine whether your website, landing pages, and content are as successful as they can be. These tests may involve simple changes, like comparing the results of different button colors, or the complete restructuring of a landing page. These tests are included as part of your plan, and we’ll work with you to set them up, monitor them, and review the results.