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The Mid-Funnel Is the New Battleground

  Dana Harder  ·  4 minute read

Your buyers are not entering at the top of the funnel anymore because AI, peers, and communities have already done the early-stage work for them. 

By the time they show up in your world, they’re not saying: “What’s out there?” They’re saying: “I kind of know what I want. Help me decide if it’s you.”

That’s mid-funnel.

And the mid-funnel is no longer just a step on a slide — it’s the main stage.

The problem is most teams still have top-of-funnel content and bottom-of-funnel expectations, but there’s nothing in the middle to carry an informed buyer into a confident “yes.”

Let’s fix that.

Your Buyer Now Lives in the Middle

Here’s what’s happening before you ever see them:

  • AI has explained the category.
  • Comparison threads on Reddit or G2 have surfaced options.
  • A friend or peer has shared their stack.
  • They’ve watched a couple of demos or short videos.

So when they finally click your ad, open your nurture email, or land on your site, they’re not looking for education — they’re looking for clarity, proof, and direction.

That’s what mid-funnel content is supposed to do.

And it can’t just live on your website. It has to fuel every channel you use to move buyers from “interested” to “in conversation.”

What “Good” Mid-Funnel Content Actually Looks Like

Mid-funnel content answers one core question: Why should I seriously consider you?

To do that, you need assets that are:

  • Specific (not fluffy thought leadership)
  • Concrete (numbers, screenshots, examples)
  • Usable (by sales, SDRs, paid, and nurture)

Here’s what that looks like in practice:

1. Comparison & “Why Us” Content

Buyers already know your competitors exist. AI and review sites have made sure of that.

You need content that:

  • Compares you to “do nothing,” spreadsheets, or the status quo
  • Compares you to named competitors in a helpful, not trashy way
  • Spells out where you fit best (and honestly where you don’t)

These pieces should be:

  • on your site
  • in nurtures (“Not sure if [Brand] is a fit? Here’s where we shine.”)
  • in paid retargeting
  • in sales follow-ups (“Thought this would help you compare options.”)

2. ROI & Impact Content

Mid-funnel buyers are asking:

  • “Is this worth the effort?”
  • “How long until this pays off?”
  • “How does this impact my world?”

Build:

  • Simple ROI calculators
  • “What to expect in 30 / 90 days” content
  • “Before vs After” snapshots
  • Short ROI one-pagers sales can attach to emails

And don’t bury these in PDFs no one opens — turn them into snackable bits for email, ads, and social.

3. Objection-Handling Content

If you’re not addressing objections, Reddit will.

Turn the most common “yeah, but…” into content:

  • “Is this too complex for a small team?”
  • “What if I don’t have dedicated ops?”
  • “What if leadership’s not bought in?”
  • “How hard is it to switch?”

Use this content to:

  • power nurture sequences
  • arm SDRs with better replies
  • give AEs something valuable to send between calls
  • use as retargeting ads (“Worried about implementation? Read this.”)

4. Proof Moments (Not Just Case Studies)

We already talked about this — micro-proof beats long case studies.

Mid-funnel content should be packed with:

  • 1–2 sentence customer wins
  • screenshots of real dashboards/results
  • short video clips of a customer talking
  • charts with “before and after”

These can sit:

  • inside nurture emails
  • as carousel ads
  • on landing pages
  • in sales decks
  • in call follow-ups

Make it impossible to interact with your brand without bumping into proof.

5. “Show Me, Don’t Tell Me” Content

By the time buyers reach the mid-funnel, they’re done with promises. They don’t want positioning statements or feature lists — they want to see how your product actually works in their world.

This is the point in the journey where confidence is built visually. When buyers can picture themselves using the product, adoption risk drops and momentum builds.

Mid-funnel buyers are ready to see it.

Build assets like:

  • 60–90 second product walk-throughs
  • “Here’s exactly how this solves X” clips
  • Short GIFs or screen recordings for email and social
  • Use-case specific demos for key industries or roles

These pieces become:

  • retargeting ads
  • email drops in nurture flows
  • follow-up links from sales
  • assets SDRs send when someone clicks or replies

Mid-Funnel Content Isn’t a Web Project. It’s a System.

This is bigger than “fix your website” because mid-funnel content should power:

Nurture streams: Every email should point to something that helps a ready-ish buyer move one step closer.

Digital advertising: Retargeting shouldn’t send people back to generic pages — it should point to comparison, ROI, and proof.

Sales enablement: AEs and SDRs should have a library of mid-funnel pieces they can drag-and-drop into calls, follow-ups, and sequences.

Partner and outbound campaigns: When partners or reps talk about you, they should have real assets to share — not just your homepage.

If your content doesn’t do all three — nurture, fuel paid, and support sales — it’s not a mid-funnel engine. It’s just a blog.

How to Get Started (Without Boiling the Ocean)

If this feels big, start small — but start intentionally:

  1. Interview sales + SDRs.
    • Ask: “What questions do you get over and over?”
    • “What’s hard to explain live that you wish you could just send?”
  2. Pick 3–5 core mid-funnel topics.
    • A comparison piece
    • An objection-buster
    • An ROI explainer
    • A short proof-packed story
    • A “how this actually works” visual
  3. Build once, deploy everywhere.
    • Turn that comparison into: a page, a one-pager PDF, a carousel ad, and a nurture email.
    • Turn that objection reply into: a blog, a sales script, a short video, and a help-center article.
  4. Measure conversation, not just clicks.
    • Are more people booking calls?
    • Are sales saying “this content actually helps”?
    • Are nurtures leading to meetings, not just opens?

The Bottom Line

Your buyer is showing up in the middle of the journey — informed, skeptical, and closer to a decision than you think.

If you don’t have mid-funnel content that fuels nurtures, powers digital campaigns, and equips your sales team, you’re going to lose them to the brand that does.

The mid-funnel isn’t a stage in a diagram anymore. It’s where the real game is played.

Unreal Digital Group helps B2B teams build mid-funnel engines that shorten sales cycles, support revenue teams, and turn interest into action.

If you’re ready to put your content to work — not just publish more of it — let’s talk.