What Is Bottom of the Funnel Content?<\/h2>\n\n\n\n
Bottom of the funnel content is content that convinces your well-nurtured audience to finally convert into paying customers.<\/p>\n\n\n\n
Your middle funnel (MoFu) content<\/a> 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.<\/p>\n\n\n\n Generally, BoFu content\u2026<\/p>\n\n\n\n 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.<\/p>\n\n\n\n Here’s a quick example. The project management app ClickUp regularly posts comparison product articles to their blog. The article \u201c10 Best Project Management Tools<\/a>\u201d is a great example of a MoFu piece. It’s broad and relatively shallow in scope so that it appeals to a wide audience.<\/p>\n\n\n\n On the other hand, the article \u201cClickUp vs. Trello<\/a>\u201d is a great example of a BoFu piece. It’s more specific and goes into an exhaustive amount of detail. It\u2019s written for a very specific audience who’s currently deciding between ClickUp and Trello.<\/p>\n\n\n\n Content examples that are specific to BoFu include:<\/p>\n\n\n\n Now, here are three more examples of how real businesses frame their BoFu content:<\/p>\n\n\n\n YNAB personal finance software promises to save customers money by making it easy to stick to a budget. Their pricing page<\/a> leans heavily on this promise in order to overcome the objections of customers who may doubt the value of the product.<\/p>\n\n\n\n Ollie serves this landing page<\/a> as a Google PPC ad for the query \u201corganic dog food\u201d. While the search term demonstrates high buyer intent, this landing page must blend MoFu and BoFu content.<\/p>\n\n\n\n Users who aren\u2019t already aware of Ollie\u2019s brand need to quickly gain trust. Ollie achieves this by\u2026<\/p>\n\n\n\n Freshdesk doesn\u2019t pull any punches in this product comparison<\/a>. They point out all the issues with their competitor Zendesk in order to position themselves as the optimum alternative.<\/p>\n\n\n\n This page ranks for \u201cZendesk vs Freshdesk\u201d, so they are fully aware that their audience is at the very bottom of the sales funnel.<\/p>\n\n\n\n Low funnel marketing involves creating sales content for audiences at the decision stage of the buyer\u2019s journey<\/a>. This is where all the time and money spent nurturing your leads finally pays off.<\/p>\n\n\n\n Your lower funnel content needs to\u2026<\/p>\n\n\n\n <\/p>\n\n\n\n Try these 3 BoFu strategies to improve your conversion rates:<\/p>\n\n\n\n Content should get more specific as audiences travel down your funnel. By the bottom, it should be tailored to a single buyer persona\u2019s unique needs.<\/p>\n\n\n\n Trello<\/a>, for example, offers separate landing pages to showcase a variety of use cases:<\/p>\n\n\n\n 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.<\/p>\n\n\n\n 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.<\/p>\n\n\n\n Loomly does this well with a use case slideshow<\/a> that shows freelance social media managers how the product makes it easy to collaborate with clients.<\/p>\n\n\n\n Marketers often focus too much on top of funnel<\/a> metrics like traffic and number of leads. Don\u2019t neglect bottom of funnel metrics such as\u2026 <\/p>\n\n\n\n You can analyze each piece of BoFu content individually to identify and patch holes in your funnel where customers are leaking out.<\/p>\n\n\n\n Or take into account the dark funnel touchpoints<\/a> to get a better understanding of what’s happening, or identify new marketing opportunities.<\/p>\n\n\n\n\n
Bottom Of Funnel Content Examples<\/h2>\n\n\n\n
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YNAB Pricing Page<\/h3>\n\n\n\n
![\"\"\/](\"https:\/\/lh5.googleusercontent.com\/qgFpGTTv5H3DSNV0SJ87oIDjAbIoOOpEUta7EHPAoRP51TU4IEiNfDH3kfvrvAvljTgWF7m2Ywxhq6fyTPaRa9rgBTly9iVExXRWBk0bqoy3yXHLH-3H41imiqw22ZfDs8JdQcspQ6B3Kf6GsiESLEi1fUS0aknGZfs5xswXfR5mzJ6h2LsQGn_90g\")
Ollie Dog Food Landing Page<\/h3>\n\n\n\n
![\"\"\/](\"https:\/\/lh3.googleusercontent.com\/GSHnv_YTt5KG8mq1G4Jg9QivnCNfmtW0Ss3vlGFoXYeFkfyS9evctLfGiyVMN66Ot2i1lHLNdSneX4z-r92pwQb4kHJB0StDILZVemi46VzK7vxKOZjNVNkV-UC0Ji9fLCg9RtO7dLyosyZVBbjUs4dYQ1L2LVktUs8_zajj4Q8ToJ3wkZoB2e_v1g\")
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Zendesk Alternative By Freshdesk<\/h3>\n\n\n\n
![\"\"\/](\"https:\/\/lh6.googleusercontent.com\/akySLiDC6rk_eBYgk8W9xH7l9PZ6h5fhFudKx6nCqfw3ma15FhAqQ5PuWEDFNhRd95FCmXdC7awKXCjMJmlVolBLZkIKEGCND_HSXm3bpx6o03zzbC86h19eCLKvoBFVAl3FK_omldsNUhcBu_G4I-EIZUIsozSVXTqRm6mroUbBl-Dwqu2RC8JFcQ\")
What Is Low Funnel Marketing?<\/h2>\n\n\n\n
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Tips For Better Bottom Funnel Content<\/h2>\n\n\n\n
Focus Content On A Single Buyer Persona<\/h3>\n\n\n\n
![\"\"\/](\"https:\/\/lh4.googleusercontent.com\/gNXWL626Dv162uxw4v_Mv8cW0Q7k_A8OBLbtBECPRPI8Klw59Ee-X5Q-30ngK7kMctmRLxt6XtKxUHkD7EXyQaQG80cLWzNYc-yWQUcKYjYdP2NvgSYCIW2Bl1cGedNaeitZHAaa5hv6JqT88sGzY33yKjywpxYdiTfzHfnKn5IEBJQaYfz0l-wDww\")
Get Detailed<\/h3>\n\n\n\n
![\"\"\/](\"https:\/\/lh4.googleusercontent.com\/Zl8VAObNf_KxZsJ82wreUfW53bWo9BzPVJMwQVWl40BnZX6lCZkWLbfSBhkxVwPaDKxCadNZ7ZKhqA1eaXoValf78ioWFacsRkdX3WNbXVW-6WFOZOxkVxqG2mpry31Wz-rib6ZrmhFLO-2lmpoUpFu1WB8Mm_xOfHK1Sr6BI2TekBXEiRb_IbKrhw\")
Track The Right Metrics<\/h3>\n\n\n\n
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Learn More From A Master<\/h2>\n\n\n\n