MoFU (Middle of Funnel)
Consideration-stage content that helps prospects who are actively comparing their options.
…Once a prospect is evaluating options, MoFU assets like case studies and comparisons do the work of building a case for you.…
What it means
MoFU, or Middle of Funnel, is consideration-phase content aimed at users actively comparing solutions, such as case studies and product comparisons.
By this stage the prospect knows they have a problem and is now evaluating vendors — the content’s job is to prove you’re a credible option worth shortlisting.
Wins the comparison stage
Comparison pages and case studies directly address the “why you” question.
Moves leads toward a decision
It nudges warm prospects further down the funnel instead of letting them stall.
Speaks to a more specific audience
Content gets sharper and more targeted than broad ToFU material.
DNA's Take: We build MoFU assets — comparisons, case studies, ROI calculators — that give your sales team ammunition exactly when a prospect is deciding.
Talk to our team