Have you ever hear of middle child syndrome? Many organizations focus so strongly on TOFU and on nurturing BOFU leads to conversion that they can leave the MOFU…well…neglected. Watch this #LLS16 webinar with Content4Demand as we explore 3 ways to give more love to the middle of your funnel and offer tips to accelerate this extremely important phase of the buying journey: http://dg-r.co/2aMJInX

1. CONTENT4DEMAND 1
MoFu, MoFu, MoFu:
3 Ways to Give The Middle of Your
Funnel More Love
#LLS16
SPONSORED BY:

2. Follow This Webinar On Twitter
#LLS16
Demand Gen Report: @DG_Report
Brian Anderson: @G3Brian
Content4Demand: @Content4Demand
Dana Harder: @DanaHarder
Alicia Esposito: @AliciaFiorletta
#LLS16

3. From TOFU To MOFU To BOFU To Close
www3.demandgenreport.com/lls16
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4. CONTENT4DEMAND 4
About Demand Gen Report
Tracking strategies and solutions in lead
generation and marketing technology since
2007
Daily news and analysis, special reports,
original research and live events
Newsletter reaches 40,000 readers
Additional resources at:
demandgenreport.com/resources
@DG_Report
http://linkd.in/DG_Specialists
#LLS16

5. Questions, Tweets & Resources
#LLS15
Submit your
questions here
Download
today’s resources
Join the conversation
#LLS16

6. CONTENT4DEMAND 6
Q&A / Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
Alicia Esposito
Content Strategist
Content4Demand
@AliciaFiorletta
Dana Harder
VP of Client Strategy
Content4Demand
@DanaHarder
#LLS16

7. CONTENT4DEMAND 7
Here’s a story, of a lovely funnel…
CONSIDERATIONDISCOVERY DECISION

8. CONTENT4DEMAND 8
Look familiar?
CONSIDERATION
DISCOVERY
DECISION

9. CONTENT4DEMAND 9
Everybody loves top-of-the-funnel content
• New, cool formats
• Fun and edgy
• “Where storytelling shines!”
• Word-of-mouth potential
• Make your content go viral!

10. CONTENT4DEMAND 10
Bottom-of-the-funnel is…
definitely sales’ favorite
• Real-life use cases and
success stories can really
shine
• Shorter, quick-hitting
pieces on the business
impact and value of the
investment
• Leads are in the final
stretch before being
passed to sales

11. CONTENT4DEMAND 11
And look who’s left in the dust…

12. CONTENT4DEMAND 12
Why does Jan, er, MoFu content get
such a bad rap?

13. CONTENT4DEMAND 13
This is where all the real magic happens
Your buyers are...
• Exploring possible solutions
• Asking complex questions
about their organization and
their job roles/requirements
• Learning about the
features/functionality they
need to reach their goals
YOUR BUYERS ARE

14. CONTENT4DEMAND 14
Your content needs to…
• Keep buyers engaged
• Be educational yet captivating
• Be detailed and comprehensive
• Reaffirm your brand’s thought leadership
and unique positioning
• Provide unique perspective and insights

15. CONTENT4DEMAND 15
GET IN YOUR BUYER’S MINDSET

16. CONTENT4DEMAND 16
Identify your audience
• Personas or general audience
insight (role, title, industry)
• What makes them tick?
• How do they measure
success?
• What would drive them to
make a decision?
• What would prevent them
from making a decision
(emotional, rational)

17. CONTENT4DEMAND 17
Uncover your audience’s intent
Your buyers are asking:
• Why should I change?
• How can I change?
• Who can help me?
• What solutions are
available?
• What should I look for
in a solution?

18. CONTENT4DEMAND 18
Find your Demand Type
WHY? Because it helps you better position your
messaging, develop more impactful ideas and select
the most effective content formats.

19. CONTENT4DEMAND 19
BUILD YOUR MESSAGING

20. CONTENT4DEMAND 20
Provide in-the-moment insight
TIP: Look for patterns
in behaviors, business
needs and preferences
to develop your main
“storyline” and put
yourself in your buyers’
shoes!

21. CONTENT4DEMAND 21
Messaging dos and don’ts

22. CONTENT4DEMAND 22
Goals of Messaging

23. CONTENT4DEMAND 23
End results

24. CONTENT4DEMAND 24
READY, SET, ACTIVATE!

25. CONTENT4DEMAND 25
Ideate, ideate, ideate!
What is ideation, anyway?
High-level content topics (or
detailed ideas) based on the
convergence of buyer insights,
funnel phase and messaging
that aligns with that phase. (In
this case, MoFu.)
• Brainstorm separately
• Bring in external team
members (product, field
marketing, sales, etc.)
• Conjure up new angles for
topics – especially if you’re in
an established market

26. CONTENT4DEMAND 26
Select your formats
Make sure you’re making the right decisions.
Consider:
• Your content goals
• Metrics you need to track
• Buyer interaction behaviors
• Device use (laptop, tablet,
smartphone)
• Content consumption
and engagement

27. CONTENT4DEMAND 27
Rethink the MoFu formula
Get noticed like Marcia! New formats can help:
• Surveys
• Quizzes / ROI calculators
• Case study portfolios
• Video testimonials
• Tutorials
• Playbooks
• Best-Practices Guides
• FAQs / Quick Start Guides
• Customized assessments

28. CONTENT4DEMAND 28
EXAMPLES

29. CONTENT4DEMAND 29
E-book

30. CONTENT4DEMAND 30
gBook (Graphic E-book)

31. CONTENT4DEMAND 31
Best-Practices Guide

32. CONTENT4DEMAND 32
Checklist

33. CONTENT4DEMAND 33
Infographic

34. CONTENT4DEMAND 34
Assessment

35. CONTENT4DEMAND 35
Final tips and takeaways…
Don’t make a MoFu mess:
• Use buyer insights to focus your messaging and ensure you’re answering
the questions your target audience has in the middle of their journey
• Determine your Demand Type to ensure
you’re positioning your brand
and content in the most effective way
• Brainstorm new approaches and angles
for your content topics
• Experiment with new content formats
based on your target audience’s
behaviors, the story you want to tell
and your campaign goals

36. CONTENT4DEMAND 36
QUESTIONS?
Dana Harder
VP of Client Strategy
dana@gthreecom.com
201.257.8528 ext. 216
Alicia Esposito
Content Strategist
alicia@gthreecom.com
201.257.8528 ext. 207

37. Q&A / Panelists
MODERATOR:
Brian Anderson
News Editor
Demand Gen Report
Alicia Esposito
Content Strategist
Content4Demand
@AliciaFiorletta
Dana Harder
VP of Client Strategy
Content4Demand
@DanaHarder
#LLS16

38. Thank You For Attending
Register for more sessions now thru July 27th!
Please Join Our Next Session Monday at 12PM ET / 9AM PT
www3.demandgenreport.com/lls16
#LLS16