Funnel medium: how to produce content for this step

Between the lead generation and sales steps, there is an intermediate state called the middle funnel. At this stage, it is necessary to supply potential customers with content, as well as at the top of the funnel. But there are some quirks you should pay attention to.

Leads through the sales funnel are aware of what they need and may even believe that your business offers the ideal solution, but they are still in doubt and feel little identification with the company.

More expensive products and/or products that involve a reasonable time contract, mainly, need funnel contents to help customers be sure that closing the purchase is a good deal, which happens further down the line. Of the funnel.

Also, there are always fewer people at this stage compared to the funnel top. However, this is when the most qualified leads are found and willing to hear what you want to say.

Did you know that a recent survey conducted by SEMrush found that 44% of marketers believe ‘how-to’ guides generate the best leads?

There are, however, still many other funnel media content formats that bring great results to your digital business. To find out what they are, read the full article!

Why Invest in Funnel Medium Content

It is estimated that only 86% of content producers create for the funnel medium. That’s 9% less when it comes to top-of-the-funnel content. It may seem strange, but the statistic is as expected, as the audience in the middle is actually smaller compared to the large number of visitors at the top.

But see that the difference is not so out of line.

That’s because if you’re doing top-of-the-funnel content, to be minimally consistent, at some point, you’re going to have to communicate with visitors who’ve moved through the funnel — who’ve gone to the middle, as you planned when publishing material to the top.

Including funnel publications can:

  • offer more information about your business;
  • increase traffic to company pages;
  • respond to possible objections from visitors;
  • generate more leads;
  • Direct purchases.

How to produce content for the middle funnel leads

While the strategy isn’t radically different from producing content for the top, you’ll soon understand that it pays to prioritize some specific formats. Remember that the main goals at this stage are no longer to attract or make the visitor discover your business. Now, it’s time to educate him and get him involved with the brand.

Blog posts

This format is quite versatile as, depending on the blog post content, you can communicate with potential customers from the top, middle and even the bottom of the funnel. It is highly advisable to increase the degree of depth with which the subject is dealt with, in order to reach the goal of engaging the reader with your company.


Newsletters are pretty much aligned with the middle funnel content. First, because you can leverage the same blog posts to create them, and second, you can distribute more specific weekly content, such as whitepapers (files smaller than e-books and focused on a single topic, delving into it) and simple checklists.

E-books or whitepapers

EBooks, digital books, or whitepapers are also excellent types of funnel media content. Remember to request the visitor’s email with a form to securely distribute the materials.


Checklists can help your audience a lot. If your niche is pets, for example, a suggestion would be a checklist of recommended vaccines for cats. For the healthy eating niche, create a list of common and unhealthy ingredients like dyes and preservatives. If you teach classes, offer tick able lesson plans… and so on.

Comparative guides

Guides and tables that compare products or services also help, and you can even just include your solutions, further engaging the potential customer with your brand. Example: produce a guide to the advantages and disadvantages of different packages of mentoring you provide. Just avoid repeating this content format because talking about the company is not the proposal for this moment.

Demo videos

Whether it’s a product or a service, it’s worth inserting a video of “how it works” in one of the contents or on the landing page itself, in order to directly convert the visitor. In addition, video marketing is still a very strong and versatile strategy, like blog posts, whatever the stage of the funnel.

Case studies

If your audience is unsure whether you really have the best solution, they are likely to be sure after the case studies are published. With the materials, you can show the difficulties you have overcome to offer the best possible service to a client or extol your strengths, increasing your credibility.

Metrics to analyze in the middle of the funnel

Overall, the conversion rate (CR) is the most important metric of a sales funnel, in addition to the number of sales and return on investment (ROI). Both indicators illustrate the result of persuasive strategies.

Also, if you’re new to content production, be aware of engagement metrics, such as the amount of new and recurring visitors and traffic generated because someone referred you. To check if the audience has been consuming your content, study the click-through rate, time spent on the page, etc.

Lastly, before joining the bottom of the funnel, you need to know how many leads have been generated. Newsletter subscriptions, e-book downloads and video views can provide the answer.

Thus, the contents for the funnel medium are shown as indispensable resources for those who want to educate and involve the audience. Its results are still measurable and serve as preparation for the client who will enter the bottom-of-the-funnel phase.