How to Create Bottom of the Funnel BoFu Content That Converts

Visitors who are already exploring pricing or features are clearly in BOFU territory, and HubSpot smartly nudges them toward a low-risk, high-reward action. Below are three examples that showcase how leading brands use BOFU strategies to drive conversions. Understanding BOFU theory is one thing—seeing it in action is what really cements the value. Linking to help docs, customer onboarding checklists, or even a sample onboarding timeline can give bofu buyers a sense of structure and reduce perceived friction. For complex or high-commitment products, it helps to show prospects what the onboarding experience will be like. These help buyers feel more comfortable and reduce drop-off due to uncertainty.

Now that you have some ideas for tofu, mofu and bofu content types, you may have started to plan or reassess your sales funnel content already. The sales funnel represents the journey that potential customers take, starting with a wide pool of leads at the top and progressively narrowing down to successful conversions at the bottom. Middle of the funnel content serves solution-aware buyers who are comparing approaches and narrowing their options.

In the dynamic world of marketing and sales, understanding the intricacies of a sales funnel and effectively engaging potential customers at every stage is crucial for success. The best way to optimize for it is to really understand what our prospects need. This funnel provides a basic framework for any organization to start off of, but the details will vary greatly based on your buyers. This intuitive, cloud-based solution empowers teams to collaborate in real-time to build flowcharts, mockups, UML diagrams, customer journey maps, and more. This is a popular strategy for startups and newer companies that may have just started competing within a product space, so searchers don’t yet know about their brand.

Why BOFU keywords matter in SEO

The central goal of MOFU is to nurture the relationship with interested users and consolidate trust in your brand as an effective solution for their needs. Imagine a campaign that invites users to download a free ebook on “Practical tips for starting an urban garden” in exchange for their email. It is called a “funnel” because, although many users start the process, only a portion reach the end and become customers. Reddit’s internal search lets you filter by subreddit, keyword, relevance, and recency — super helpful tools for surfacing real customer sentiment.

The content for this sales funnel stage should explain solutions, address objections, and present benefits of each solution. I really want a solution that works, so I’m going to look into this further. Content at this sales funnel stage gets your prospects’ attention and introduces your business to them. Targeted remarketing ads like this one can help your Tofu sales funnel content get noticed. Consider how long buyers spend in each stage and questions they might ask as they move through each stage. This makes lead nurturing and understanding sales funnel stages essential to sales conversion.

Through our interviews with their team, we learned that most of their customers had been managing time off in spreadsheets and physical wall calendars. The goal is to understand the details of the product, the ideal customer personas, and most importantly, the specific pain points that the product solves. And just because a topic works for a competitor doesn’t mean it’s the right fit for your business — their customers, positioning, and strengths may be completely different from yours. Neither approach is wrong on its own, but when your goal is to build an organic channel that generates qualified leads, they’re not the best starting points. There is a large variety in what converts well, based on the client and the types of customers they serve. These are queries that describe a job to be done (which is a problem to be solved) that your product offers the best solution for.

In B2B, that usually means content that speaks directly to pricing, proof, use cases, and differentiation. One of the best ways to do that is to create excellent bottom of the funnel content. They’re on the verge of making a buying decision and your product is still in the running — but it’s not a done deal yet. The bottom of the funnel (BoFu) is an exciting place to be for you and your prospects. Properly implementing the TOFU, MOFU, and BOFU stages will allow you not only to attract more interested users but also to turn them into loyal and satisfied customers.

Appropriate strategies for BOFU

• Capturing and analyzing this language helps you create content that clears up friction and supports conversion, right when buyers need it most.
• You can use with separate rows for the content type and format you use for each part and separate rows for competitors.
• Properly implementing the TOFU, MOFU, and BOFU stages will allow you not only to attract more interested users but also to turn them into loyal and satisfied customers.
• As such, it’s optimized for people rather than search engines or other platforms.

Many times, your prospects only need some proof before making a purchase. They do shamelessly compare their best features with Trello, which has more limited free options than ClickUp. And once your readers understand your UVP, they’ll recognize if your product is exactly what they’re looking for and take the desired action. Plus, they include user testimonials to reinforce their credibility, and they also recommend related content that’s relevant to the use case at the end of the page. You can read the rest of the case study if you want to see how a case study can be structured. If you had customer research on your to-do list, you could kill two birds with one stone by working on a case study.

The 4 Most Common Go-to-Market Examples & Strategies Explained

Another purpose here is to prove how your company is better than competitors and to raise confidence in the buying decision. After getting through the TOFU and MOFU contents, prospects search for more particular information to decide on a purchase. To paraphrase the great comedian Jerry Seinfeld – it’s not enough to gather the attention of a new prospect. Measure conversions, UTM-tagged actions, goal completions in GA4, and CRM attribution to prove ROI.

Remember that the ultimate goal of sales funnel content marketing is to nurture prospects and prompt them to perform your desired action. Additionally, at the bottom of the funnel, prospects have a clearer understanding of their needs and are actively seeking solutions. Below, we identify the common types of bottom-funnel content (and stellar examples) to help you drive conversions and stand out against your competitors.