We see and receive middle-of-funnel content every day but you might not realise it. From emails to webinars, middle-of-funnel content is specifically tailored to appeal to buyers already engaging with brands. Sometimes when you are trying to make a decision, all you need is a small nudge in the right direction. This is the purpose of middle-of-funnel content and it is an extremely helpful tool to close sales more efficiently.
When identifying your target audience, it is never a good idea to target anyone who might have a need for your product or service. For example, if you sell cybersecurity software then you might decide that your core customer is anyone who needs cybersecurity. In 2022, I am sure you can imagine that is a lot of companies. Instead of creating more sales opportunities, you are only going to dilute the content you are putting out there.
Sales are not solely about bending over backwards to close a deal. Successful sales come from identifying if a lead is actually interested in buying. Sometimes, it will not work out because the customer has to be as right for the business as the business’s solution is for the customer. That is why you can’t just aim your content at anyone who might have a use for your product or service.
Middle-of-funnel content can help you to identify customers already engaging with your brand. At this stage, you will be able to publish content that aligns more specifically with your buyer’s needs. Up until now, you have been creating content that has helped you to identify who your leads are. The trick for middle-of-funnel content is to take the content these leads are used to seeing and introduce information that has a greater focus on your business’s solutions.
Previous content your business published might have had a more generic, passive voice that would appeal to a wider pool of potential customers. Now, your content is moving on to actively sell your product or service. However, this does not mean that your content has to make a sudden and drastic change to a hard sell that will more than likely deter the leads you have been able to reach. Instead, you are using this content to engage with the more specific needs of your leads.
Middle-of-funnel content can come in many forms:
- Live events
- Case studies
- Promotional deals
The purpose of middle-of-funnel content is to nurture leads and build upon their intent to purchase. This includes both new and existing customers. Nobody wants to feel like they are being forced into a decision but you have to remember that these leads have already shown a keen interest in buying. Without middle-of-funnel content, all the work you put into finding these leads could lead to nothing and you are significantly less likely to retain customers.