How to Craft Bottom of the Funnel Content That Converts

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With digital content marketing, leading a prospective buyer through the buyer’s journey is more nuanced than ever, especially if you’re selling a complex B2B solution with a long sales cycle.

Buyers rarely take a linear journey from awareness stage (top of funnel, TOFU) to consideration (middle of funnel, MOFU) to decision-making to purchase (bottom of funnel, BOFU). That’s why it’s important to have content for each stage along the way. That way, no matter when or how they come to your website, buyers can find the appropriate type of content that meets them where they are.

In this blog post, I’ll explain why when it comes to the bottom of the funnel — the make-or-break point where leads turn into sales — the content-creation game changes dramatically.

Whether you’re struggling to nudge your leads over the finish line or looking to refine your existing BOFU strategy, these insights are your key to unlocking a world of conversion opportunities.

Key Differences Between TOFU and BOFU Content

The main differences between content aimed at the top of the funnel versus the bottom of the funnel are around the content’s focus, the type of information you’re sharing in the content, and — to some degree — the content’s format.

Focus. BOFU content focuses on converting prospects into customers, so it’s more detailed, product-specific and tailored to address buying concerns directly. TOFU content, on the other hand, is broader, aiming to educate and attract a wide audience.

Type of information. BOFU content is more detailed regarding the product or service, often including pricing, comparisons, case studies and specific features. TOFU content is more general, offering insights into industry trends, general problems and introductory solutions.

Content format. Both stages can share formats like blog posts and videos. However, BOFU often includes more webinars, product demos and case studies, whereas TOFU might lean more toward broad guides, introductory blog posts and infographics.

Why You Need to Create BOFU Content

Focusing on BOFU versus TOFU has several benefits, particularly in terms of lead conversion and customer acquisition. While TOFU content is crucial for generating awareness and attracting a broad audience, bottom of the funnel content plays a pivotal role in nudging leads toward making a purchase. 

Here are some benefits of focusing on BOFU content:

Higher conversion rates. BOFU content targets buyers who are already aware of and interested in your product or service (and probably your competitors’ products too, which is why product-comparison content can be helpful at this stage). Since these leads are further along in the buying process, the content is more likely to convert them into customers.

An important note is that I’m defining “conversion” differently here than I would at the top of the funnel. A TOFU conversion would be someone signing up for your e-newsletter or downloading a gated piece of content. A BOFU conversion would be someone requesting a meeting with a salesperson or signing up for a free version of your product.

Increase ROI on marketing efforts. Although TOFU content helps in building a wide audience, it’s the BOFU content that often yields a higher return on investment. This is because BOFU content is targeted at leads who are more likely to make a purchase and, therefore, directly contribute to sales.

Builds trust and credibility. BOFU content, often rich in product details, testimonials, case studies and demonstrations, helps establish your brand’s credibility and trustworthiness. This detailed and informative content reassures leads about their decision, fostering confidence in your brand.

Facilitates decision-making. At the BOFU stage, potential customers are looking for specific information to help them make a purchase decision. BOFU content addresses this need by providing detailed, relevant and persuasive information that guides them in choosing your product or service.

Enhances customer understanding. Crafting BOFU content requires a deep understanding of your customers’ needs and pain points at the final stage of their buying journey. This process can provide insights into customer preferences and behaviors, which can be used to refine marketing strategies and product offerings.

Shortens the sales cycle. By providing targeted, decision-enabling information, BOFU content can effectively shorten the sales cycle. Leads receive the necessary information faster, which accelerates their journey from consideration to purchase.

Aligns with sales objectives. BOFU content is closely aligned with sales objectives, as it directly addresses the concerns and needs of leads who are on the verge of making a purchase. This alignment ensures that marketing efforts are directly contributing to the bottom line.

Supports upselling and cross-selling. Effective BOFU content not only helps in closing the initial sale but can also set the stage for upselling and cross-selling. By thoroughly educating the customer about the product and related offerings, it opens opportunities for future sales.

Generating Ideas for Top of Funnel vs. Bottom of Funnel Content

Creating effective BOFU content presents unique challenges and opportunities compared to TOFU and MOFU content. While a TOFU content strategy will typically start with identifying broad keywords and creating content intended to rank for those keywords, a BOFU content strategy works backward. 

To come up with ideas for BOFU content, instead of starting with keyword research tools like SEMrush or AHREFs, start by interviewing your salespeople. 

Integrating Lower Funnel Marketing in Your Strategy

While focusing on BOFU content, pay attention to the rest of the funnel. The buyer’s journey from the top of the funnel through the bottom of the funnel should be seamless, even if it’s rarely linear. 

No matter where in the funnel a particular piece of content is or what stage your buyer happens to be in when they land on it, they should easily understand how to navigate to the next most logical piece of content.

Measuring the Impact of Your BOFU Content

Finally, it’s crucial to measure the impact of your bottom of the funnel content. This can be done through conversion rates, sales metrics and customer feedback. Analyzing this data will help you refine your strategy and improve the effectiveness of your content.

Tools like Google Analytics can give you quantitative data on how the content is performing. To get qualitative, anecdotal data, ask your sales team if you can sit in on prospect calls. Spend just a few moments at the end of the call to ask the prospect if or how they engaged with your marketing content. 

A good set-up for this is, “I’m continually looking to add value for people who are considering buying our products, so I’d love your feedback about any content you consumed on our website, or even a competitor’s, about the pain points that led you to our company.”

This is also a great question to ask new customers who’ve just deployed your product and customers who are considering an upsell or cross-sell.

BOFU content is about providing the final nudge to your potential customers. It’s more targeted, specific, and sales-oriented than TOFU and MOFU content. By understanding your audience’s needs at this stage and creating tailored persuasive content, you can effectively convert leads into customers. 

Effective lower-funnel marketing is about striking the right balance between being informative and persuasive. With the right approach, your bottom of the funnel content can significantly boost your sales and grow your business.

Interested in building out a robust editorial calendar for your organization? Download our free Editorial Calendar Template now. 

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Melanie Medina

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