Recent modifications to Google’s UI have had a significant impact on the quantity and quality of organic website traffic. For example, the implementation of AI Overviews and the provision of standard answers directly in search results have resulted in fewer clicks reaching websites at the top-of-the-funnel.
Furthermore, there are fewer clicks for bottom-of-the-funnel keywords, as Google inserts itself into the conversion process. This can be seen when searching for product-related terms, where Google displays features like filters, product tiles, price information, discounts, and reviews directly in the search results.
Unfortunately, clicks on these product tiles do not redirect to the merchant’s website but instead open a panel in Google with multiple sellers, including large marketplaces.
These changes highlight the diminishing opportunities for both the top-of-the-funnel and bottom-of-the-funnel, making mid-funnel marketing a valuable SEO strategy. But what exactly sets mid-funnel marketing apart?
Understanding Mid-Funnel Marketing
Mid-funnel (MOFU) content serves as the bridge between top-of-funnel educational content (TOFU) and bottom-of-funnel transactional content (BOFU). It aims to transition searchers from being problem-aware to solution-aware, help them make informed decisions, increase brand awareness, and build trust in the brand.
Mid-funnel content often requires a human touch, providing information that Google’s AI may not offer satisfactorily. This presents a unique opportunity for SEO strategies that cannot be easily replicated or commoditized, especially in B2B industries.
6 Creative Mid-Funnel Content Ideas
When executed effectively, MOFU content can generate a higher return on SEO investment compared to TOFU or BOFU content. Here are six innovative ideas to enhance your strategy:
1. Feature Roundups
Feature roundups go beyond brand comparisons in affiliate marketing, offering feature vs. feature or product vs. product comparisons for e-commerce and SaaS brands. This strategy helps position your brand as the preferred choice for readers.
By creating lists that showcase your own products or solution features, you can attract potential buyers and establish your brand as the industry leader.
2. Solution Hijacking
Solution hijacking involves converting users who are already solution-aware but for the wrong solution. By influencing them to choose your product over their initial choice, you can drive conversions effectively.
Offering solutions that address common pain points can attract users who are seeking alternatives to their current methods.