Liam Veitch

So you’ve identified your ideal prospects, started to commence a relationship with these leads via “top of the funnel” content and are now looking to take the next step in this marketing journey.

After reading our previous post on the subject, you’ll no doubt be aware that the first stage in transforming your web presence into a lead generation machine is to attract prospects with engaging and interesting content that answers common questions or solves specific problems.

Once you’ve managed to make contact with a prospect and started to build a relationship based on trust, it is time to move forward with “middle of the funnel content”, generally via opt-in email.

The concept of “the funnel” has been around in the world of sales and marketing for quite some time, but if you want to know more about how this relates to traffic acquisition and lead generation, check out our blog on why it’s not just more traffic that you need.

What is “middle of the funnel” content? (Definition)

Middle of the funnel is not about identifying leads or selling products, it is an opportunity to introduce your brand, educate the prospect and start building trust.

There is a common marketing misconception that the most important parts of the funnel are the top and bottom, as attracting prospects and churning out qualified leads seems like top priority. However, ignoring the part of the process that convinces a prospect to deal directly with you is a big mistake, as they could easily go elsewhere.

Moving leads along the marketing funnel towards a buying decision needs a measured approach at this point, as it may still seem like too much of a sales pitch if you’re not careful. Even so, content must start to convince prospects that your company has a solution to the problem they were searching for in the first place.

Middle of the funnel content ideas

In order to make the prospect aware of your branded solution, you’ll need to create engaging and relevant middle of the funnel content. But choosing the best content to go with will depend on your audience demographic, so here are some ideas.

Case studies

If you’re interested in highlighting how existing customers or other companies made use of your product or service, then a case study might be the right sort of content, especially if the prospect shares similar objectives and aspirations.

Although case studies can come in different formats, such as blog posts, eBooks and whitepapers, they will serve the same common purpose – to nurture leads and help the prospect understand how your solution can solve their problem.

Service & Product Videos

This type of content is well suited at this point in the lead nurturing journey, as the amount of time needed to create and produce videos could potentially be wasted at the top of the funnel.

Getting the right balance between educating and entertaining prospects is of the upmost importance, so think about describing the services you provide and showing the product in action. When you consider how popular video sharing sites are, there is always the possibility that your production could go viral.

Reviews & Testimonials

Before taking the next step of requesting a quote, asking for a consultation or even placing an order, there is a strong chance your prospect will search online for reviews to see what existing customers have said.

Therefore, you may want to ask existing clients to write and submit reviews about the specific product or service you looking to sell, as these will be more appropriate than generic opinion that exists online. Similarly, customer testimonials can instil confidence and increase trust, two crucial requirements for building long-lasting relationships.


Once you’ve caught the prospect’s attention and fulfilled their basic requirements, specific questions over your products or services will undoubtedly remain, even after reading reviews and testimonials.

So directing leads and prospects to a frequently asked questions section of your website can help answer any further inquiries. Once they have gathered more information about products or services, turning leads into qualified sales becomes a lot easier.

Middle of the funnel analysis and evaluation

It is vital to remember that creating content is just one aspect of middle of the funnel marketing, as analysing, evaluating and tracking results is also required.

For prospects that download case studies and provide contact information, track their progress to see whether this content is working. If it turns out to be successful, don’t be scared to use it again with some subtle changes to entice new audiences with different requirements.

The process of turning initial interest into qualified leads is hugely dependent on middle of the funnel content, with this process almost becoming a “make or break” stage in the nurturing journey.

We hope this definition of middle of the funnel helps you to understand how content marketing can enhance your company’s online footprint. But if you have any more questions about inbound marketing and lead generation, don’t hesitate to get in touch, as this is what we are here for.

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Liam Veitch

Posted By Liam

Liam heads up the Production Team here at Tone (amongst other things). Connect with Liam via @toneliam or Google+ Liam Veitch