Bottom of Funnel Content: What Is BOFU Content & 10 Great Examples

Showcases often include numbers in the title as well as adjectives like “best,” “easy,” “top,” or “budget.” Our “showcase” articles are listsicles that describe our solution and our competitors’. In addition to publishing how-tos on our blog and on YouTube, we recently began publishing SEO case studies. Verify that the keywords are easy to rank for and have Commercial or Transactional intent.

LinkedIn CPL ranges widely based on funnel stage and offer type. 30-day and 90-day benchmarks chronically underreport LinkedIn’s true performance because pipeline impact compounds across the full cycle. BOFU content captures demand, MOFU builds confidence, and TOFU expands reach. Case studies and how-to guides warming buyers up beat generic definitions any day. ” The brands that invest in BoFu content are the ones that don’t just attract attention—they close deals.

10.5 What’s the significance of customer journey mapping in funnel marketing? He has a knack for using technology to amplify smart marketing strategies, and a deep knowledge of SEO and content promotion, exceptional project management skills, and a thorough understanding of HubSpot's marketing and sales products. They can be created before a lead even converts and then triggered based on a specific conversion that is scheduled at a frequency that aligns with your company's buying cycle. It's unrealistic, however, to think you have the time in your day to manage this process manually.

This helps them capture customers relevant to their industry and offerings. Collecting the contact information of 2% of your page visitors is a healthy percentage to aim for. What’s the point of having loads of visitors if you can’t contact any of them? Great content for this stage includes educational blogs, such as how-tos and top tips in your area of expertise. Understanding what your buyer persona will look for at the start of their journey is critical for this to work.

They are ready to make a decision and buy a smartphone that meets their specific requirements. In most cases, the most cost-effective solution is the way to go – but that’s not always the case. At this point, they are actively seeking solutions that best address their needs. As prospects reach the bottom of the funnel, their buying intent is at its peak. Their experiences with you can help you understand what needs improvement if anything.

The role of keyword tools in our process is to confirm that people are actually searching for the topics you’ve identified, not to generate the topics in the first place. 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. Although these users may not be aware of your brand or competitors, they still have the potential to buy because they have a job or problem that you solve. 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. The searcher is trying to decide between two specific options they’re already considering, which is why these converted at 5.45% in our analysis. From our data, keywords mentioning direct competitors convert significantly better than those featuring loosely related competitors.

Avoid Reusing Identical Content Across Multiple Pages

• The more your leads understand how your product works, the more confident they will be about purchasing it.
• In fact, many top-performing articles in terms of leads had fewer than 200 monthly visitors.
• For example, if a comparison page converts 5% of its visitors into SQLs, it’s a clear indicator of its role in your sales funnel.
• A pricing page should push people to sign up or book a call.
• How top brands are shifting from platform inflation to real revenue impact.

This information helps us understand how visitors use our website. This can help you get traction and capture market share from those competitors. Or the keyword may include specific product attributes. Now that we understand how to pick an effective marketing channel let’s turn our attention to choosing keywords. To understand the impact of this acquisition, I analyzed 25,755 AI citations in Peec AI.

According to Ahrefs, it ranks for over 27.9 million commercial-intent keywords and 13 million transactional terms. Filter SERPs by the Reddit domain to find subreddit URLs that include brand or product keywords. Ross recommends starting the analysis with a “brand name + reddit” search in Google. But that’s not where purchase decisions are actually being made anymore. Traditional BoFu analysis focuses on your funnel — how visitors progress from awareness to purchase on your owned channels.

At this point, the lead is still trying to educate him or herself and might not even know what your company does (and that’s okay). bofu Once your buyer enters the sales funnel—the buying process that will bring him or her from lead to customer—it’s critically important to qualify and nurture him or her along the way. Unlock instant access to 25+ digital marketing resources and the OAO 101 introductory email course to kick start your strategy.

At this stage, the searcher or potential buyer knows that they want a specific type of product or service, is likely somewhat familiar with the different products available, and is ready to take action. You can even install Reddit’s retargeting pixel on your website to reach high-intent visitors who browse relevant subreddits after leaving your site. Beyond organic community engagement, the Leap phase also includes Reddit paid marketing strategies that leverage your newfound audience insights.

What Is BOFU Content?

If prospects repeatedly cite a comparison page or success story as a decisive factor, that’s a clear indication of its effectiveness in the buying journey. By assigning revenue attribution to specific pages or campaigns, you can demonstrate how a case study or industry-specific solution page influenced the final purchase. Advanced analytics tools, such as Google Analytics, Attribution Reporting in HubSpot, or customer journey tools like FullStory, can connect revenue directly to BoFu content. These actions show that your content is successfully moving prospects from consideration to decision, proving its ROI. Look at key actions such as demo requests, free trial sign-ups, or direct purchases that originated from BoFu pages. For example, if a comparison page converts 5% of its visitors into SQLs, it’s a clear indicator of its role in your sales funnel.

Why TOFU, MOFU and BOFU Matters in Modern Marketing

The process of building and optimizing your conversion funnel is always a work in progress. For example, you might discover competitors drive awareness through educational blog posts but lack MoFu comparison content, revealing an opportunity to capture prospects in the consideration stage. Mapping out your competitors' funnel structure reveals where they invest most heavily and exposes gaps you can fill to satisfy your audience. If multiple competitors use exit-intent popups with discount codes, that tactic likely works in your market. Compare these elements across your competitors' highest-converting pages to identify patterns.

Cross-selling and upselling campaigns can boost your outreach by making your offerings more accessible, re-engaging your customers and creating link-building opportunities. BOFU also provides the perfect opportunity to go all out with your personalized marketing campaigns, using targeted discounts and offers that appeal specifically to your leads. Interaction is key to success in the conversion stage, where your BOFU content should focus on providing leads with meaningful interactions and engagements to help them connect with a solution. At this stage, potential customers are actively researching solutions and interacting with multiple pieces of content before moving closer to a decision. The MOFU stage can be challenging because there’s ongoing competition between your brand and companies offering similar solutions, making a well-defined buyer persona especially important. Instead, marketers should focus on awareness and discovery metrics to determine whether their campaigns are reaching the right audiences.

Industry-specific solutions

TOFU is “Top of the Funnel,” MOFU is “Middle of the Funnel,” and BOFU is “Bottom of the Funnel.” These stages represent different phases in the customer journey, from initial awareness to conversion. Customer journey mapping helps tailor content to the specific needs and preferences of your audience, making the funnel more effective. SEO is essential in making your content discoverable and attracting potential customers to your funnel.

It is also the stage where leads divide their time across multiple brands to learn about and compare their unique selling points. Your team should also emphasize your business's unique selling points in the middle of the funnel, particularly by addressing the common pain points your competitors face. Inefficient TOFU strategies prevent even the most promising potential customers from stepping through your business’s front door.