Help prospects compare options and understand your expertise with Evaluation Content
Middle-of-funnel content is where buyers start to get serious. They’ve identified a problem, done initial research, and now want to evaluate solutions and vendors.
At this stage, your content must educate, differentiate, and nurture interest—without pushing for a sale too early. The goal is to help prospects make informed comparisons and position your brand as the most trustworthy choice.
What Evaluation Content Does
Effective MoFu content helps prospects:
- compare different approaches or solutions to their problem
- understand your unique expertise and methodology
- reduce risk in decision-making
- move closer to engaging with sales
It bridges the gap between general awareness and confident commitment.
Content We Create at the Evaluation Stage
We focus on deep, helpful, decision-support content—the kind that lets buyers self-qualify and see why you’re the right partner.
Common formats include:
- Case studies and success stories – show real-world results
- White papers and research reports – provide depth and credibility
- Webinars and on-demand demos – engage prospects interactively
- Newsletters and targeted nurture emails – maintain attention and trust
- Comparison guides or vendor scorecards – help buyers make informed choices
- Checklists and how-to guides – clarify decision criteria
Each piece positions your brand as a thoughtful, reliable, and expert partner, without feeling pushy or salesy.
Channels Where Evaluation Content Performs Best
Evaluation content works best where decision-makers actively research solutions:
- Your website and dedicated services pages
- Email nurture sequences and targeted newsletters
- Webinars, recorded demos, and interactive guides
- LinkedIn content, gated resources, and professional communities
- Industry publications and partner networks
The goal is consistent visibility in the places buyers consult when comparing options, not just broad reach.
What Makes Evaluation Content Effective
Strong MoFu content:
- addresses real questions, objections, and comparison points
- demonstrates expertise and credibility through practical examples
- uses engaging, digestible formats rather than heavy, generic content
- subtly differentiates your brand without hard-selling
- moves buyers naturally toward the next stage: conversion
Think of it as guiding prospects with insight and evidence, helping them decide that your solution is worth deeper engagement.
How It Connects to the Rest of the Funnel
Evaluation content links awareness to conversion:
- It builds on insights from top-of-funnel content (prospects already aware of the problem)
- It prepares buyers for confident decisions, shortening the path to purchase
- It reinforces trust while answering the specific questions that prevent action
By strategically aligning content with buyer intent, MoFu content ensures your leads are informed, qualified, and ready for your bottom-of-funnel assets.
Explore our sales funnel content approach:
Awareness Content (Top of Funnel, ToFu)
Conversion (Bottom of Funnel – BoFu)
Loyalty & Retention (Post Purchase)
Ready to Make Your Content Work Harder?
Whether you need full‑funnel content strategy or funnel-ready content, we help B2B teams attract the right prospects, nurture interest, and convert with confidence.