Middle of funnel is the consideration stage where prospects are aware of their problem and evaluating solutions. Middle-of-funnel activity helps them assess options and builds the case for your approach, nurturing interest into genuine buying intent. It is where many businesses lose prospects by jumping straight to a hard sell.

The middle of the funnel is where most businesses drop the ball. They generate awareness, then leap straight to a pitch, skipping the part where the prospect is actually deciding how to solve their problem. Middle-of-funnel content, comparisons, guides, proof, is what carries a prospect from interested to intending. Neglect it and your awareness leaks away before it converts.

Example:

Comparison guides, case studies, and honest evaluations of approaches help a considering prospect build confidence in your solution rather than being pushed to decide too early.

What does middle-of-funnel content do?

It helps prospects evaluate their options and builds the case for your approach, nurturing awareness into genuine buying intent.

Why do businesses lose prospects in the middle funnel?

They jump from awareness straight to a hard sell, skipping the evaluation stage where the prospect actually decides how to solve the problem.