MOFU Content - Thought Leadership

Content marketing has come a long way since I started blogging back in 2014. Back then, cranking out loads of content to attract more eyeballs was the name of the game (for those of us being honest). But B2B has changed, and so have the strategies for engaging and converting audiences.

At Copy.ai, I'm rebuilding Go-to-Market strategies for B2B SaaS companies through new content approaches.

In this post, I'm sharing why thought leadership content is so valuable in the middle of your funnel, and how you can effectively leverage it in your own B2B content strategy. Let's do this.

What is Middle-of-the-Funnel Content?

Middle-of-the-funnel (MOFU) content targets folks already clued in about a problem or solution who want to explore further. Think of it this way:

• TOFU Content: Educational and information for entry-level people where everything is insightful (because everything is new).

• MOFU Content: Insightful ideas provided by an industry expert with lots of experience. Rather than talking exclusively about how things have been or how things are, these conversations are talking about how things are going to be.

Thought leadership content is hands down your best bet for standing out in 2025.

And people are craving it.

Get this: 52% of decision-makers and 54% of C-suite execs spend an hour or more each week consuming thought leadership content. Seize this huge opportunity to get in front of the right people and make an impact.

How We Do MOFU Content at Copy.ai

At Copy.ai, we believe middle-of-the-funnel (MOFU) content is the key to engaging an informed audience and moving them closer to a purchase decision.

For us, this means crafting thought leadership content that provides real insights from industry experts while showcasing the transformative potential of AI in GTM strategies.

Here’s how we do it:

1. Start with Expert Conversations

Our thought leadership content begins with meaningful discussions, often hosted on our podcast. These conversations feature seasoned professionals like our CMO Kyle Coleman and guest experts, who share predictions and strategies about how AI is reshaping industries.

2. Maximize Every Conversation

Using tools like Descript and AI workflows, we transform a single conversation into multiple content formats:

• Video: Published on YouTube and hosted on our website for easy access.

• Audio: Shared as a podcast episode, with 10,000+ downloads and growing.

• Written Content: The podcast transcript powers LinkedIn posts, blog articles, and landing pages.

3. Workflows for MOFU Content

Our thought leadership workflow uses the podcast transcript and speaker profiles (scraped from LinkedIn) to generate high-impact content. This process includes:

• Extracting quotes and insights.

• Analyzing WHY speakers are qualified to provide these insights.

• Brainstorming relevant keywords for SEO-friendly blogs.

• Extracting meaningful quotes from the conversation that can be used later

4. Build a Centralized Knowledge Base

All the insights generated from thought leadership content are stored in a centralized table within Copy.ai’s platform. This table connects with our workflows and becomes a valuable resource across the entire GTM team:

• Sales: Pull relevant quotes and videos for enablement materials.

• Marketing: Use insights to enhance top-of-the-funnel content.

• Product & Customer Success: Align messaging with real-world challenges and solutions.

5. Create a Flywheel of Insights

Each piece of thought leadership content feeds into a larger ecosystem. And in this way, we can be sure that these conversations aren’t just informative but also actionable for our teams and impactful for our audience.

This streamlined approach allows us to deliver genuine expertise, making our middle-of-the-funnel content an invaluable asset for professionals seeking to stay ahead in a rapidly evolving landscape.

What’s Your MOFU Plan?

Here's my challenge to you: critically evaluate your current content strategy. Are you investing all of your resources in TOFU content that’s meant to educate non-decision makers? And, if so, could any of these folks be re-leveraged to start more meaningful conversations with thought leaders both inside-and-outside of your company?

If you're unsure or know there's room for improvement, shake things up and try something new. Embrace that innovative, audience-centric approach and see where it takes you.

I got $20 that says you won't regret it.