What Is MOFU (Middle of Funnel)?

What MOFU Content Looks Like in SaaS

MOFU content helps buyers understand their options at the category level. Instead of comparing specific products, it compares approaches. Common formats include:

• Category overviews — "Best [category] tools for [use case]" listicles that introduce the product category
• Buyer's guides — "How to choose a [product category]" content that educates on selection criteria
• Webinars and workshops — interactive content that demonstrates expertise while nurturing leads
• Whitepapers — in-depth analysis of a problem space and potential approaches

MOFU as the Bridge Between Awareness and Purchase

MOFU is where buyers narrow their options. A marketing director who read a TOFU blog post about "how to reduce churn" now searches for "best customer success platforms" — that's a MOFU query. They're not comparing Gainsight vs ChurnZero yet (that's BOFU), but they're moving toward a purchase.

The risk with MOFU content is that it often feels generic. "Top 10 CRM tools" lists are everywhere. The SaaS companies that win at MOFU bring genuine expertise — original frameworks, proprietary data, or perspectives that can't be found in every other listicle.

How MOFU Connects to BOFU Strategy

Strong MOFU content naturally funnels readers toward BOFU pages. A buyer's guide about choosing a project management tool can link to specific comparison pages and alternative pages for the products it mentions.

Many SaaS companies skip MOFU entirely, jumping from broad educational content straight to product pages. This works when buyers are already category-aware, but leaves a gap when they're still evaluating what type of solution they need.