MoFu stands for middle-of-funnel. Basically it is a second or middle stage for catering the sales approach to the potential customer and lead nurturing. MoFu (middle-of-funnel) is where the marketer positions their company as the best provider of a product to suit the customer’s needs. This point may include targeted offers and content, such as podcasts, comparison charts and webinars.
In this stage of the funnel, your content should continue to educate but also start the process of positioning your company as the solution to the lead’s needs and challenges. Advanced eBooks are a great form of content in this stage, but case studies, white papers, quizzes and videos will do wonders for building your credibility.