Now that you’ve raised awareness with Top Of Funnel (TOF) content, it’s time to build trust. The next critical step in growing your personal brand is to establish yourself as a trusted authority in your field. This is where Middle of Funnel (MOF) content comes in.
While TOF content introduced you to your audience and began building visibility, MOF content is where you dive deeper into your niche, share your expertise, and demonstrate why your audience should keep listening to you. It’s all about going beyond surface-level interactions and showing real value.
Building Trust Through Value
MOF content is centered on providing actionable, meaningful value to your audience. By now, your followers know who you are and what you stand for, but they need to understand why they should continue to follow you and trust your advice.
This is the stage where you prove that you have the knowledge and expertise to solve their problems, answer their questions, and add value to their professional lives. It’s about positioning yourself as a thought leader who can help your audience achieve their goals.
At this stage, your audience is more engaged—they've shown interest in your TOF content and are now ready for deeper insights. These are the people who want to know more. They’re likely facing challenges within their industry or profession, and they want to hear from someone who has the solutions. This is your chance to give them exactly that.
Unlike TOF content, where you cast a wide net, MOF content is all about narrowing your focus and delivering value to a more specific group of people—those who are already interested in what you have to say. This audience is hungry for in-depth knowledge, case studies, practical advice, and proven strategies. They’re looking for content that can help them move the needle in their own businesses, careers, or projects.
Your goal here is to nurture this audience, build credibility, and position yourself as the go-to expert in your niche. Trust is earned at this stage, and it’s this trust that will keep people coming back for more.
Content Strategy for MOF
To keep the momentum going, aim to make around 40% of your content MOF-focused. This will help you strike the right balance between raising awareness (TOF) and building deep, trusting relationships (MOF). A consistent posting schedule is key.
For example, you could post a how-to guide or a step-by-step framework on Tuesdays to provide actionable insights, and then share a prediction or a detailed case study on Thursdays to show your thought leadership and real-world results. These types of posts will position you as an authority and offer clear value to your audience.
The more your audience engages with this content, the more they’ll see you as a trusted expert in your field. They’ll start to look to you for guidance, and that’s where the magic happens—your brand becomes synonymous with reliable, valuable content that helps them solve their problems.
Keep Building Momentum
Now that trust is in place, it’s time to move to the final step: Bottom of Funnel (BOF) content. Stay tuned for the next article, where we’ll dive into how to turn those engaged followers into clients, customers, or business partners.
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