Bottom of Funnel Content

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by Foti Panagiotakopoulos Founder at GrowthMentor

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The bottom of your sales funnel is the decision stage for your leads. They’ve made it this far because they’re interested in what you have to offer, but they still need a little convincing before they’re ready to buy.

Here, we’ll explore how to use bottom of the funnel (or BoFu) content to prove that you are the solution.

What Is Bottom of the Funnel Content?

Bottom of the funnel content is content that convinces your well-nurtured audience to finally convert into paying customers.

Your middle funnel (MoFu) content created brand loyalty and purchase intent. Your bottom-funnel content seals the deal. This final stage addresses specific questions potential buyers have about how your product solves their problems.

Generally, BoFu content…

  • targets a specific buyer persona.
  • positions your brand as the best solution.
  • addresses customer doubts and inspires confidence.
  • is “long-form” (think e-books, webinars, and free trials).

Bottom Of Funnel Content Examples

Bottom of the funnel content often takes the same form and covers the same topics as middle of the funnel content. The main difference is usually in the breadth and depth of the content. BoFu content is narrower in scope and goes into more detail.

Here’s a quick example. The project management app ClickUp regularly posts comparison product articles to their blog. The article “10 Best Project Management Tools” is a great example of a MoFu piece. It’s broad and relatively shallow in scope so that it appeals to a wide audience.

On the other hand, the article “ClickUp vs. Trello” is a great example of a BoFu piece. It’s more specific and goes into an exhaustive amount of detail. It’s written for a very specific audience who’s currently deciding between ClickUp and Trello.

Content examples that are specific to BoFu include:

  • pricing pages
  • product feature pages
  • use cases
  • sales pages
  • product updates
  • “versus” and “alternative” reviews

Now, here are three more examples of how real businesses frame their BoFu content:

YNAB Pricing Page

YNAB personal finance software promises to save customers money by making it easy to stick to a budget. Their pricing page leans heavily on this promise in order to overcome the objections of customers who may doubt the value of the product.

Ollie Dog Food Landing Page

Ollie serves this landing page as a Google PPC ad for the query “organic dog food”. While the search term demonstrates high buyer intent, this landing page must blend MoFu and BoFu content.

Users who aren’t already aware of Ollie’s brand need to quickly gain trust. Ollie achieves this by…

  • sharing customer testimonials.
  • describing their product’s unique selling points.
  • comparing Ollie to several competitors.
  • ending with a call-to-action.

Zendesk Alternative By Freshdesk

Freshdesk doesn’t pull any punches in this product comparison. They point out all the issues with their competitor Zendesk in order to position themselves as the optimum alternative.

This page ranks for “Zendesk vs Freshdesk”, so they are fully aware that their audience is at the very bottom of the sales funnel.

What Is Low Funnel Marketing?

Low funnel marketing involves creating sales content for audiences at the decision stage of the buyer’s journey. This is where all the time and money spent nurturing your leads finally pays off.

Your lower funnel content needs to…

  1. Overcome customer objections. At this point in the buyer’s journey, customers are worrying about issues like value, risks, and ease of integration. Good BoFu content anticipates and overcomes these objections, often by highlighting your unique value proposition.
  2. Answer product questions. Bottom of funnel audiences have nitty-gritty questions. They want to see exactly how your product works, so they can decide if it will fit their exact needs. Detailed product feature pages and use cases are ideal for answering questions like these.
  3. Land the sale. Your higher funnel content may have included soft sells or lead magnet opt-ins. BoFu content needs a strong, clear call-to-action that invites your audience to become a paying customer.

Tips For Better Bottom Funnel Content

Try these 3 BoFu strategies to improve your conversion rates:

Focus Content On A Single Buyer Persona

Content should get more specific as audiences travel down your funnel. By the bottom, it should be tailored to a single buyer persona’s unique needs.

Trello, for example, offers separate landing pages to showcase a variety of use cases:

Not all content can be tailored so narrowly. Pricing pages, for example, are usually generic as a rule. But the more focused the content, the better it will convert when served to the right audience.

Get Detailed

Low funnel customers have detailed questions about how your product works. Help them envision how they will use it, and they are more likely to sign up.

Loomly does this well with a use case slideshow that shows freelance social media managers how the product makes it easy to collaborate with clients.

Track The Right Metrics

Marketers often focus too much on top of funnel metrics like traffic and number of leads. Don’t neglect bottom of funnel metrics such as… 

  • email opt-ins
  • demo schedules
  • add-to-carts
  • sales conversions

You can analyze each piece of BoFu content individually to identify and patch holes in your funnel where customers are leaking out.

Or take into account the dark funnel touchpoints to get a better understanding of what’s happening, or identify new marketing opportunities.

Learn More From A Master

Want expert advice from someone who knows how to manage a funnel? Try Growth Mentor today to schedule one-on-one time with the top 3% of marketing mentors in the world.

Suggested mentors to help you make sense of Bottom of Funnel Content

Vassilena Valchanova

Digital Strategist & Trainer - Passionate about Content Marketing and CRO

I’ve spent more than a decade in digital marketing, with a primary focus in e-commerce and SaaS. My last role at a B2C SaaS startup with more than 500,000 registered users. Then I decided to go solo and work as an independent consultant on other exciting projects – and I always like to see new ones!

Matthew Kay

Growth Marketing and SEO

Growth-minded marketer with a proven track record and years of experience driving positive outcomes across digital channels. Pursuing excellence every day in SEO, email marketing, web design, and beyond.

Austin Mullins

Enterprise SEO & Content Marketer | Founder @ Conversion Media

Let’s grow your traffic, leads, and revenue – I focus on helping innovative companies leverage Content Marketing & SEO to achieve sustainable growth.

Olga Mykhoparkina

Founder at Quoleady

With 10+ years of experience in SaaS content marketing, I can help you set up a blog content production system that drives evergreen organic traffic and generates sign-ups for your SaaS.

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