Content characteristics at the MOFU stage of the funnel:
It goes to a specific audience that meets the special database buyer persona criteria. Unlike the content in the first part of the funnel that goes to a mass audience, at this stage the content goes to a specific audience that has already passed the first filter and is interested in our product and service.
Explain that we are the solution. In the first stage we already created content so that the potential client gets to know us. In the MOFU stage we must explain solutions, address the objections that the client may have and, above all, make known the benefits of each of the solutions that we are proposing.
Content must be realistic and honest. Use different content marketing formats that lead users to the answer to their needs, delivering deeper and more educational content that can indirectly relate to our products or services.
The user is not ready to buy. It should be noted that the user may have reached the MOFU stage by having already given their email address or following our social networks. But that does not mean that they are ready to buy.
The user may require more time in this stage of the funnel. How much time a buyer spends in the MOFU stage will depend on the product and the business model. For example, higher-value products that are important to that user's life may require a longer time in the MOFU stage and therefore more content.
