Be Uniic · Jul 11, 2024

How Mid-Funnel Content Can Be Your Secret SEO Weapon

SEO is a fun game that once you think you have it solved the very next day you don’t. This is due to Google changing its search engine algorithm sometimes, some practices becoming obsolete, etc. When we take a look at the slowdown of organic traffic, we see that it’s most likely due to the fact that people love Top-of-funnel (ToFu) content and Bottom-of-funnel (BoFu) content so much that they forget about the Mid-funnel (MoFu) content.

That content that floats right in the middle of awareness and closing is overlooked. However, it’s ridiculously effective if you leverage it to bridge the gap between that awareness and conversion, helping to nurture leads and build trust with your audience.

What is Mid-Funnel Content?

When we map out the buyer journey, we like to think of everything in the funnel. Not only has it withstood the test of time, but it’s also the most basic and important set up any company can implement. Mid-funnel content targets those who are in the consideration stage of the buyer journey. Unlike the ToFu content we mass produce, which aims to attract broad attention, and BoFu, which focuses on the conversion aspect of things, MoFu content educates and engages prospects who are aware of their problems yet still evaluating their solutions.

Benefits of Mid-Funnel Content

Not only does MoFu content educate the prospects to finally edge to the conversion stage of your funnel, but it also holds a lot more benefits such as:

Transitioning from Problem-Aware to Solution-Aware: When prospects read your MoFu content, it’ll help them understand their needs just a bit more and position your company as their trusted advisor – or this should be the outcome if done right.
Building Brand Trust and Loyalty: Pre-built trust and perceived value can be built using informational pieces of content. Using this type of content you can build a stronger connection with your audience, not only prospects.
Improving SEO Performance: ToFu content is awesome for SEO. It helps to just get a ton of low-hanging fruit keywords into your rankings and more. MoFu content that’s well-built can rank for valuable keywords as well, which will drive consistent organic traffic.

Types of Mid-Funnel Content

This all sounds good, right? All of a sudden you want to drop a ton of resources into developing mid-funnel content, however, what does mid-funnel content look like? Here’s a sneak peak:

Feature Roundups
Solution Hijacking
Quizzes and Interactive Tools
Niche Calculators
Scorecards
Alternative Assets

How to Create Effective Mid-Funnel Content

Mid-funnel content can be useful when it comes to SEO as well as pushing people through the funnel, however, in order to achieve success in both of those places, you have to first create effective mid-funnel content, not mediocre content… Here’s how:

Identify User Intent: Don’t just make content to make content. Understand what your audience needs at this stage in the funnel and tailor your content to address those identified needs.
Use Data-Driven Insights: Leverage keyword research and analytics in order to build out content that aligns with user search behaviors and preferences.
Focus on Quality: Well-researched content tends to become high-quality content. It’ll stand out and build trust.
Optimize for SEO: When you’ve done your keyword research, make sure you add the relevant keywords to your content. Also optimize your meta descriptions, meta titles, and internal linking anchors to improve search engine visibility.
Promote Across Channels: Don’t leave your content sitting in the “/blog” section of your website. Share it through email, social media, and other channels to maximize reach.

Takeaways

Mid-funnel content is a powerful tool to build out an effective SEO strategy. While this is the case, it’s still an underutilized component of SEO strategies. If you’re able to focus on this stage of the buyer’s journey, you can build stronger relationships with potential customers, drive engagement, and improve your bottom line (if done correctly). Start incorporating MoFu content into your strategy and see the benefits in the long-run!