Created 1,500+ articles for clients in industries such as insurance, financial planning, travel, wedding, food and beverage, fashion, and home decor 
Ranking high in Google search results no longer drives website traffic the way it once did.
Why?
AI.
AI tools and AI overviews in search queries have had a significant impact on how top-of-funnel content performs. Brands looking for growth are shifting their focus to middle-of-funnel content (MoFU content) instead.
From the role of middle-of-funnel content in your marketing strategy to tips on how to create content that will increase click-through rates, here’s what you need to know about MoFU content in the age of AI.
What Is Middle-of-Funnel Content?
Middle-of-funnel content targets customers at the middle of the marketing funnel: they’re aware of your brand and may be considering buying your product or service.
To understand why it’s so important, you need to know what makes it different from top-of-funnel content and bottom-of-funnel content.
- ToFu content: casts a wide net to bring as much traffic as possible to your website.
- MoFu content: targets the audience that knows they have a specific need or problem; they’re searching for potential solutions or are in the process of narrowing down the solutions they’ve already identified.
- BoFu content: encourages customers to make a final purchasing decision.
In the age of AI, you can’t rely on ToFu content to capture as many potential customers as it once did. The more effective approach is to create high-quality MoFu content that turns potential customers into actual customers.
What’s the Role of MoFu Content in a Marketing Strategy?
Customers reading MoFu content are in the awareness stage; they know they have a problem but don’t necessarily know your product could solve it (if they know about your product at all).
If they do know about your product, they haven’t yet learned enough about it to consider buying it.
With high-quality MoFu content, you can bring them straight to the bottom of the funnel and make the sale.
MoFu content helps you:
- Capture potential customers during their research phase
- Build trust and credibility
- Help customers compare solutions
- Nurture leads
- Increase conversion rates by turning leads into sales
- Give your brand/website an authoritative edge over your competitors
MoFu content is a critical part of a smart content marketing strategy, but to use it effectively, you must understand your customers’ pain points. When you understand their pain points, you can help customers find solutions and steer them away from competitors.
Why Is MoFu Content so Important in the Age of AI?
AI is changing the way we create content for customers at different parts of the buyer’s journey. While many brands have relied on their ToFU content to answer customer questions and build brand awareness, that type of content no longer gets the clicks it once did.
With Google AI overviews and the increasing popularity of AI tools like ChatGPT, organic click-through rates have dropped significantly in recent months (61% since mid-2024 due to AI Overviews alone).
Add to that the tens of millions of users turning to ChatGPT to find answers to their questions, and it’s easy to understand why the ToFu content you once relied on is driving less and less traffic to your website.
While ToFu content is becoming less meaningful in the age of AI, BoFu content is still very important. But even great bottom-of-funnel content must usually be discovered through email and social media campaigns. You can use MoFu content to bring potential customers to your site and opt in to your email marketing list.
How MoFu Content Can Bring Customers to the BoFu Stage
MoFu content gives more specific information, more context, and more guidance than you’ll get with a simple ChatGPT search.
It’s an opportunity to address your customers’ needs and concerns in much greater detail. It’s a chance to show how your product or service can help fill the need or solve the customer’s problem. It’s a way to move customers through the consideration stage and draw them to the bottom of the funnel where they’ll be ready to make a purchase or a decision.
In-depth MoFu content can also demonstrate why your product or service is better than competitors. By including product demos or firsthand comparisons, you can also add a human element that AI engines cannot provide and show potential customers how real users’ concerns have been solved by your product or service.
The Most Effective Types of MoFu Content
MoFu content can take on many forms. When designing your content strategy, look for opportunities to create different types of content to keep customers engaged, such as:
- Problem-solving articles
- Trend content
- Common mistakes articles
- How-to guides
- Process explanations
Problem-solving Articles
Problem-solving articles are effective in providing solutions to common industry problems. Identify the problem your reader wants to solve and write about your proven methods, including specific case examples, success stories, or techniques of how your product best solves the problem.
Trend Content
Trend content is one of the best ways to share industry insights and observations. High-quality trend content can demonstrate that you are an authority in your niche, which builds credibility and positions you as a forward-looking expert.
Common Mistakes Articles
To create common mistakes articles, identify mishaps you’ve seen using real customer examples. Share your insights on those common errors and educate potential customers on how they can avoid making those same mistakes.
How-to Guides
Showing potential customers how to use your product or service can instill trust and steer them towards making a purchase. You can make how-to guides entertaining and informative by sharing original images and videos that demonstrate how to use the product to solve a specific problem.
Process Explanation Content
Process explanations can be quite engaging and entertaining, especially if you include behind-the-scenes photos or videos. This type of content is an opportunity to detail your methodology and the specific steps in your process to show what makes you different or better than your competitors.
How to Identify MoFu Content Ideas
Not sure what your MoFu content should be about?
Start by answering the questions your customers are already asking.
For example, if you sell bridesmaid dresses, answer questions like:
- When should I order bridesmaid dresses?
- What should I pack for a destination wedding?
- How far in advance should I send save-the-dates?
If you provide HVAC services, answer questions like:
- How often does my HVAC system need professional cleaning?
- How often do I need to replace my AC filters?
- What are the signs my HVAC system is failing?
People ask tons of questions on social media, especially on brand pages. Note the questions people are asking you and your competitors.
Visit sites like Reddit to see the conversations taking place in real time.
Use a tool like Answer the Public to uncover questions, understand user intent, and learn about the pain points associated with a product or service.
How to Create AI-Proof MoFu Content
After topic ideation, start creating your content
Creating content in multiple formats, such as how-to guides, product demos, and trend reports, keeps customers engaged and lets you present similar information in slightly different ways.
When creating MoFu content for your site, keep in mind that it should:
- Be genuine, authoritative, and credible; it should not be too salesy.
- Build trust with your audience so that they choose your product over your competitors when they’re ready to make a purchase.
- Educate your audience and demonstrate why your product is better than the competition.
- Encourage engagement with calls to action, including a CTA at the end.
- Include photos, videos, infographics, or images that aren’t available anywhere else.
To further differentiate your content from AI-generated content, include visuals that don’t exist elsewhere. Share unique data that hasn’t already been published online, and add human elements like direct quotes, personal anecdotes, and original research.
Hire an Agency to Create Middle-of-Funnel Content for You
AI technology is exploding, and it doesn’t appear to be slowing down anytime soon. If you don’t have the time to build and implement a content marketing strategy yourself, consider hiring a digital content marketing agency like Intergrowth to do it for you.
An agency can:
- Give you access to an entire team of experienced strategists, writers, and editors.
- Create relevant content for your specific target audience.
- Optimize every piece of content for SEO.
- Reduce the amount of time you spend on content creation so that you can focus on what you do best (sales, product design, etc.).
For many businesses, hiring an agency is a more cost-effective option than hiring a full-time content marketer. Onboarding a full-time employee requires an investment of money and time. An agency can step in, implement a content strategy, and start producing content with minimal involvement on your part.
AI is rapidly evolving, and it’s forcing businesses in every industry to rethink how they create content. To learn more about how middle-of-the-funnel content can grow your business in the age of AI, contact Intergrowth now.
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