TLDR

• MOFU content bridges the gap between viral views and actual revenue pipeline

• Position yourself as the default expert by solving specific ICP problems

• Aim for a 50/50 split between broad industry trends and deep niche tactics

• Keep MOFU at 60% to 70% of your total content output for the best results

• Showcase your product value by weaving it into customer stories rather than pitching

Building a Social Media Content Funnel That Generates Leads (Part II)

Everyone loves the dopamine hit of a viral post. Seeing those view counts tick up feels like progress.

But you cannot pay salaries with impressions.

If you read Part I of this series then you know that Top of Funnel (TOFU) content is great for awareness. It casts a wide net. To actually grow a B2B company you need to move people from "I see you" to "I trust you."

That is where Middle of Funnel (MOFU) content comes in.

This is the engine that turns casual observers into qualified leads. It is the difference between having an audience and having a pipeline.

What is the goal of MOFU content?

MOFU content serves as the bridge between broad awareness and the final sale. Its primary job is to speak directly to your Ideal Customer Profile (ICP) and demonstrate that you understand their world better than anyone else.

Think of TOFU as a shotgun approach where you aim for reach. MOFU is a sniper approach where you aim for authority.

When you get this right you stop being just another account in the feed. You become the default source of advice for your specific niche. That is the real definition of thought leadership. It is not about being famous. It is about being the person your buyer thinks of first when they have a problem.

How to choose the right MOFU topics

Great MOFU content hits a sweet spot. It is specific enough to filter out unqualified people but broad enough to still get shared. You should divide your topics into two main buckets.

Industry related topics

These are about the broader ecosystem your buyer lives in. If you sell email software for ecommerce brands then you write about ecommerce trends. This attracts a wide pool of relevant professionals.

Niche related topics

These focus on the specific problem your product solves. Using the same example you would write about subscription churn strategies for Shopify brands. This positions you as the technical expert.

A good starting point is a 50/50 split between these two.

If your niche is huge like "sales software" you can go heavy on niche topics because the audience is large. If your niche is tiny you might need to lean more on industry topics to keep your audience growing.

What formats work best for MOFU?

The funnel stage does not dictate the format. The platform does.

You need to pair your high value insights with the formats that are working right now on LinkedIn and X.

Currently that means utilizing:

• Carousels for step by step frameworks

• Threads for detailed narratives and playbooks

• Long form text posts for deep analysis

Check out our guide on post formats you will ever need to see exactly how to structure these.

How much MOFU content should you create?

This might surprise you. MOFU should make up the majority of your content output.

We recommend aiming for 60% to 70% of your total posts to be in this category.

This is the content that builds trust. It is the content that gets shared in Slack channels and DMs. When a potential buyer shares your post with their boss they are basically doing the selling for you.

How to mention your product without selling

You can and should talk about your product in MOFU content. The key is how you do it.

Instead of a hard pitch or a "book a demo" CTA you want to use product seeding. This means mentioning your product or company as context for the value you are delivering.

You might say "We noticed this trend across 50 brands using our platform" or "Here is how one of our customers solved this specific workflow issue."

This approach establishes credibility. It shows you have real data and real customers without making the reader feel like they are being sold to.

Putting it into practice

Start by looking at your content calendar for next week.

Identify your ICP and their specific problems. Then draft three posts that address those problems directly.

For more frameworks on how to structure these posts you can read about 7 frameworks for B2B social content that we use constantly. If you are a founder trying to get this motion off the ground we also have a 90 day playbook for founder led content that breaks this down further.

Building authority takes time. But with a solid MOFU strategy you ensure that every piece of content you ship is actually working to build your business.

For the full breakdown of this strategy including specific examples and templates be sure to check out the full newsletter.