Middle of Funnel / Content Terms Middle of Funnel Middle of funnel (MOFU) refers to the stage in the marketing and sales funnel where prospects have moved beyond initial awareness and are now evaluating solutions. They understand their challenge or need and are actively researching how to solve it. This stage is about building trust, educating leads and positioning your brand as a credible option. The goal is to nurture interest and guide prospects toward a decision. Content at the middle of the funnel should address common questions, highlight differentiators and provide value that helps leads make informed choices. Examples include case studies, product comparison guides, webinars, explainer videos and in-depth blog posts. Interactive tools like ROI calculators or solution finders can also support engagement. Email nurture sequences and retargeting ads are common tactics used at this stage to maintain connection and encourage deeper consideration. Middle of funnel strategies are essential for moving qualified leads toward conversion. For B2B and SaaS companies, this might involve product demos, industry-specific content or onboarding previews. For nonprofits, it could mean sharing impact reports, donor testimonials or program results that inspire commitment. Aligning MOFU content with the audience’s interests and challenges ensures smoother transitions into the decision stage, where conversion becomes more likely. Tracking metrics such as time on page, form completions and webinar attendance can help measure effectiveness and guide improvements.