How to Create Middle-of-Funnel Content for AI Search and AEO
Learn how to create middle-of-funnel content optimized for AI search engines and answer engines. Discover strategies for building content that AI systems extrac...
13 min read
FM
FunnelStrategy_Megan
Content Marketing Manager
·
January 3, 2026
Our funnel content performance:
TOFU (educational): Gets AI citations, high volume, low conversion BOFU (product-focused): Some AI citations when structured right, high conversion MOFU (consideration): Almost no AI citations, medium conversion
I call MOFU the “dead zone” for AI. It’s too commercial for AI to want to cite, but not direct enough to answer specific product questions.
Examples of our MOFU content:
- “Why marketing automation matters for growing businesses”
- “5 signs you need a CRM system”
- “The case for integrated marketing platforms”
These nurture leads but don’t seem to serve AI at all.
Question: Is MOFU just not a fit for AI optimization? Or is there a way to make consideration-stage content work for both nurturing and AI visibility?
9 comments
9 Comments
MJ
MOFUOptimization_Jake
Expert
Content Strategy Lead
·
January 3, 2026The issue isn’t MOFU content itself - it’s how MOFU content is typically framed.
Current MOFU framing (doesn’t work for AI):
- “Why you need X” (implies you’re selling X)
- “Signs you’re ready for X” (again, selling X)
- “The case for X” (opinion piece selling X)
AI-friendly MOFU framing (same content, different angle):
- “How to evaluate X solutions” (educational)
- “Decision framework for choosing X” (helpful)
- “What to consider when selecting X” (advisory)
The difference:
First set positions you as a vendor selling something. Second set positions you as an advisor helping someone decide.
AI wants to cite helpful, neutral content. Repositioning your MOFU as “evaluation help” rather than “sales argument” makes it citable.
Example transformation:
Before: “5 Signs You Need a CRM System” After: “How to Know When Your Business Needs a CRM: Decision Framework”
Same target audience, same funnel stage, but the second can be cited when someone asks “Do I need a CRM?”
FM
FunnelStrategy_Megan
OP
·
January 3, 2026
Replying to MOFUOptimization_Jake
This reframing makes sense. But doesn’t this make our MOFU content less effective at nurturing toward our product?
MJ
MOFUOptimization_Jake
Expert
·
January 3, 2026
Replying to FunnelStrategy_Megan
Not if you structure it right.
The layered approach:
Layer 1: Evaluation Framework (AI cites this) Generic, helpful advice on how to evaluate options “When evaluating CRMs, consider these 7 factors…”
Layer 2: How Different Solutions Address the Framework Compare how different approaches solve the criteria Include your product as one option
Layer 3: Your Recommendation Based on the framework, here’s what we suggest CTA for more information
The first layer is citable. Someone asking AI “How do I choose a CRM?” gets your framework.
The second and third layers nurture. The reader who got your framework sees how you compare.
Same page, multiple purposes.
AI cites layer 1. Humans read all three layers and move toward your product. You’re not choosing between AI visibility and nurturing - you’re structuring content to do both.
CP
ContentFunnel_Pro
Marketing Director
·
January 2, 2026MOFU content types that work for AI:
1. Decision Frameworks “How to Choose [Category]: The Complete Evaluation Guide”
- Criteria for evaluation
- Questions to ask vendors
- Red flags to watch for
- Your product mentioned as one option
2. Comparison Guides “[Category] Comparison: How to Evaluate Your Options”
- Feature comparison matrix
- Pricing comparison
- Use case recommendations
- Neutral but you’re included
3. Use Case Guides “[Category] for [Use Case]: What You Need to Know”
- Specific application of category
- Requirements for that use case
- Options that fit (including you)
4. ROI Calculators (as content) “How to Calculate the ROI of [Category]”
- Methodology explanation
- Factors to consider
- Example calculations
- Your product as illustration
What doesn’t work:
- “Why [Your Product] is Best”
- “The Case for [Your Product]”
- Any content where you’re clearly selling, not helping
DS
DemandGen_Specialist
·
January 2, 2026Lead capture strategy for AI-optimized MOFU:
Don’t gate the whole piece. AI can’t see gated content, and users increasingly expect ungated information.
Instead, use content upgrades:
The main article: Ungated, AI-visible, comprehensive “How to Evaluate CRM Systems: Decision Framework”
The upgrade: Gated, high-value extension “Download our CRM Evaluation Scorecard Template”
How it works:
- User finds your article via AI or search
- Reads framework, finds it valuable
- Sees upgrade offer for practical tool
- Exchanges email for template
- Enters nurture sequence
Results:
We tested this vs. fully gated MOFU content:
- Gated: 0 AI citations, 3% form completion
- Ungated + upgrade: 8 AI citations, 7% form completion
Better AI visibility AND better lead capture.
BC
B2BMarketer_Chris
·
January 2, 2026Specific MOFU types and their AI potential:
| MOFU Type | AI Potential | Why |
|---|---|---|
| Evaluation frameworks | High | Educational, helpful |
| Comparison guides | High | Answers comparison questions |
| Use case guides | Medium-High | Specific, helpful |
| Case studies | Medium | Can be cited as examples |
| ROI guides | Medium | Educational when framed right |
| “Why you need” content | Low | Too promotional |
| Product-focused webinars | Low | AI can’t access video |
| Vendor selection checklists | High | Practical, helpful |
Key insight:
MOFU that answers “How do I evaluate/decide?” works for AI. MOFU that answers “Why should I buy?” doesn’t.
Frame your consideration content as evaluation help, not sales arguments.
S
SchemaForMOFU
·
January 1, 2026Schema opportunities for MOFU content:
For comparison guides:
- ComparisonChart schema
- Product schema for each option
For decision frameworks:
- HowTo schema (steps in decision process)
- FAQ schema (common questions)
For ROI content:
- Article schema
- FAQ schema
For use case guides:
- Article schema with specific “about” topic
- FAQ schema
Schema helps AI understand your MOFU content is structured evaluation help, not promotional material.
We added ComparisonChart schema to our comparison guides. AI citation rate went from 6% to 24% on those pages.
FS
FunnelAnalytics_Sam
·
January 1, 2026Attribution model for MOFU content:
The challenge: MOFU content is in the middle of the journey. It’s not first-touch (awareness) or last-touch (conversion). It gets under-credited in most attribution models.
What we track:
- AI referral traffic to MOFU pages
- Engagement depth (time on page, scroll, next page)
- Assisted conversions where MOFU was in path
- Content upgrade conversion rate
- Nurture sequence engagement from MOFU leads
What we found:
MOFU content that gets AI citations has 2.3x higher assisted conversion rate than MOFU without citations.
Why? Users who find you through AI are actively researching. Your helpful framework builds trust. They’re more likely to engage with your brand later.
AI visibility for MOFU isn’t about direct conversion. It’s about entering the consideration set when people are actively evaluating.
FM
FunnelStrategy_Megan
OP
Content Marketing Manager
·
December 31, 2025This thread changed how I think about MOFU content. Key takeaways:
The Problem: Our MOFU was framed as sales arguments. AI doesn’t cite sales arguments.
The Solution: Reframe MOFU as evaluation help. Same funnel stage, different positioning.
Action Plan:
Reframe existing content:
- “Why you need X” → “How to know if you need X”
- “5 signs you’re ready” → “Decision framework: When is the right time for X?”
Structure for both purposes:
- Layer 1: Educational framework (AI cites this)
- Layer 2: How options compare (includes us)
- Layer 3: Our recommendation + CTA
Content upgrades:
- Ungate main content
- Offer valuable tools/templates as upgrades
- Capture leads through value exchange
Schema implementation:
- ComparisonChart for comparisons
- HowTo for decision frameworks
- FAQ for common questions
Key insight: MOFU isn’t a dead zone - it was just framed wrong. Evaluation help gets cited AND nurtures prospects.
Thanks everyone for the reframing and practical examples!
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Frequently Asked Questions
Why does middle-of-funnel content often fail to get AI citations?
MOFU content often sits in an awkward middle ground: not educational enough for AI to cite as authoritative information, not specific enough to answer direct product questions. To get cited, MOFU content needs to be framed as genuine education about evaluation criteria and decision frameworks.
What types of MOFU content work best for AI visibility?
Comparison guides, feature evaluation frameworks, use case analyses, and decision-making guides work well. Content that helps users evaluate options without being overtly promotional gets cited. ‘How to choose X’ performs better than ‘Why choose our X.’
How do you balance lead nurturing with AI optimization in MOFU content?
Lead with educational value that AI can cite, then include your product as one option among several. Add lead capture through content upgrades rather than gating the whole piece. AI-visible content builds trust that aids conversion even if the piece isn’t directly transactional.
