Everywhere you turn, SEO experts and content leaders hammer on the need to create more BOFU content. 

And it’s not like you’re starting from zero. You likely already create bottom-of-funnel content that receives a decent amount of traffic and ranks well. But when you ask sales if anyone’s reading it? Crickets.

Most BOFU content goes unused because it doesn’t align with how B2B buyers make decisions. 

Your product pages sound like 11 other companies could have written them. And your comparison pages are just a checklist of features, where, surprise surprise, you win in every category.

This guide shows you how to create BOFU content that sales teams use and prospects convert on. Whether you’re handling SaaS content writing in-house or working with specialists, these principles will help you create bottom-of-funnel content that drives revenue.

I’ll cover the content types that move deals forward, how to build a BOFU strategy that integrates with sales, and how to measure and prove ROI to stakeholders.

Because at the end of the day, BOFU marketing is about revenue, not traffic.

What is BOFU content?

BOFU content (bottom-of-funnel content) targets prospects who are actively evaluating solutions and ready to make a purchase decision.

These prospects are not looking for information about their problem (that’s TOFU content). They’ve also gone past learning how your solution could solve their problems (that’s MOFU content).

At the bottom-funnel stage, they’re comparing you against competitors, building internal business cases, and trying to justify the investment.

The BOFU stage is where content marketing directly impacts revenue. 

When a prospect lands on your comparison pages or downloads your ROI calculator, they’re close to pulling out their credit cards. The content you present to them can be the difference between a closed deal and a lost opportunity.

Why most BOFU content fails to convert

You created without sales input. Your content team writes what they think prospects need, not what sales hears in actual conversations. The objections you address don’t match the objections that kill deals.

It’s too generic. Your case study could swap out the logo and describe any product in your category. Your comparison content doesn’t acknowledge real trade-offs. Your product demo shows features without showing how they solve specific problems.

It ignores the buying committee. You’re writing for one persona (usually the end user) when the actual decision involves procurement, IT, finance, and leadership. Your content helps the champion understand your solution, but doesn’t arm them to sell it internally.

The next step is unclear. Prospects finish reading and think, “okay, interesting,” instead of “I need to talk to sales.” Or worse, they want to move forward, but your CTA sends them to a generic contact form instead of straight to a demo booking.

It’s built for SEO, not conversion. You have all the BOFU keywords in the right places, but the content doesn’t address customer concerns or make it easy for a prospect to say yes. Sure, your article might rank, but it’ll barely get results. Or, you start your keyword research by paying attention to high-volume keywords instead of low-volume, high-intent keywords.

What effective BOFU content does instead

It addresses specific objections by name. Not “we offer great security” but “yes, we’re SOC 2 Type II certified, here’s our latest audit report and here’s how we handle data residency for EU customers.”

It includes sales-sourced insights. The objections, questions, and concerns come from analyzing lost deals and sales call recordings, not from guessing what might matter. It also acknowledges customer reviews and uses them as social proof to strengthen the content.

It helps B2B buyers justify decisions internally. Your content becomes ammunition for the champion to convince their CFO, CTO, and VP. It answers the questions they’ll face in internal meetings.

It compares without trash-talking competitors. Honest assessments of when your solution is the right fit and when alternatives make more sense. This builds trust that generic “we’re better at everything” content destroys.

It maps to actual buying process steps. The best BOFU content comes from understanding B2B buyers and the customer journey. That way, you know when each content format gets consumed and what decision it supports.

10 types of BOFU content and when to use each

Not all BOFU content serves the same purpose. 

A prospect comparing vendors needs different content than a prospect building an internal business case. Match the content format to where they are in their journey.

Here are some BOFU content formats that have proven to work for audiences at the bottom of the marketing funnel.

1. Product comparison pages (X vs Y)

Say you’re in the market for an invoicing software or tool, you’ll likely go to Google or AI search engines to compare options.

For instance, you might search for terms like “QuickBooks vs Wave” or “FreshBooks vs Zoho”. 

Your prospects are searching for similar terms in your category. They’re actively comparing your solution against a specific competitor. They’ve probably talked to both companies and are trying to understand meaningful differences beyond marketing claims.

Product comparisons work best when they’re an honest acknowledgment of competitor strengths paired with clear differentiation on what matters to the reader.

If your competitor beats you on price, say it. Then explain why your approach justifies the cost difference with specific examples.

The best comparison content doesn’t try to win every category. Instead, it helps prospects understand trade-offs so they can make an informed choice.

You also don’t want to be defensive or vague. 

I’ve seen many comparison posts say things like “We offer more robust features.” What does that even mean?? 

It’s better to be specific. Something like “Our workflow automation handles conditional logic with 15+ decision paths while [Competitor] caps at 5” is more believable and verifiable.

What if you’re a small brand without clout, and nobody is searching your name? You could tap into the success of bigger brands. 

For instance, let’s say you’re in the website builders space. You could create a “Squarespace vs WordPress” post and then insert your product as a third option.

Now, instead of going after keywords with zero search volume, you can enter a conversation where 1.6K high-intent people are already having.

2. Alternative/Competitor pages

No tool is perfect. And it’s common for prospects to look for alternatives. During their research, these prospects might search specifically for a term like “[Competitor] alternative.” 

By creating alternative pages, you can intercept that search intent.

When creating alternative pages, acknowledge why the competitor is good, then explain your differentiated approach. 

If someone’s searching “Salesforce alternative,” they’re already sold on CRM. They don’t need educational content on why CRM matters. They need to understand how you’re different.

A common mistake most B2B companies make with alternative posts is trashing their competition, or at least making it seem they’re no good.

If you claim the competitor is terrible at everything, prospects wonder if you’re lying or out of touch (since clearly some companies successfully use that competitor).

This SendGrid alternatives article by Postmark is one of the best I’ve seen, as it addresses the issue of credibility and bias in the intro.

The rest of the article doesn’t make any wild or dishonest claims but focuses on what Postmark and other alternatives do better than SendGrid.

3. ROI Calculators

Prospects know they want your solution, but need to justify the investment to finance or leadership. 

This is where your ROI calculator becomes their internal selling tool. The calculator comes in handy, especially if you’re in B2B SaaS, where annual contracts require budget approval.

For the ROI calculator to work, it needs to be backed by customer data, which requires you to allow customers to customize their inputs.

Such customization makes the calculation relevant to their specific situation.

After the calculation is done, your tool should ideally have a PDF report that you can export and present to stakeholders.

To get the most out of your ROI calculators, avoid asking for too much information or inputs upfront. If you need 20 fields filled before showing any value, people would likely abandon the calculator. 

Also, make the calculator mobile-optimized because many prospects will likely use it on their phones during commutes or downtime.

Examples of ROI calculators I like are these from HubSpot. Here you can see the return for each of HubSpot’s tools.

4. Case Studies

Case studies show a BOFU audience that your solution works for companies like theirs.

To be fair, many companies already create case studies, but most of the time, they’re a snoozefest and can barely pass as social proof. 

Saying “Large enterprise in the technology sector” doesn’t help a 200-person fintech company evaluate if your solution will work for them.

How do you make it work then?

Use specific metrics from satisfied customers that match your core audience profile. I’m talking industry, company size, and use case. 

The case study should tell a story. Here’s a simple format that could help:

What they struggled with → What it was costing them → What they tried before → How they implemented your solution → The measurable improvement.

Like with other BOFU content, don’t be vague. “Improved team efficiency and streamlined workflows” could mean anything. “Reduced approval cycle time from 8 days to 2 days, processing 40% more requests with the same team size,” on the other hand, is more concrete.

I like these customer stories from Sinch Engage. The stories narrate the problems customers faced before using Sinch Engage and how the tool helped them reach their goals.

5. Product demos & video walkthroughs

Show, don’t tell. Prospects want to see your product in action before they commit to a sales call.

Use case-specific demos that solve a particular problem from start to finish.

Instead of the typical “Here’s our dashboard. Here’s where you click to create a project. Here’s the settings menu” demos, switch things up with something like, “Let’s say you’re a content marketing manager who needs to manage writers across 3 time zones. Here’s how you’d set up an editorial calendar, assign articles with due dates, set up review workflows, and track status, all in under 5 minutes.”

Can you see how much better the second demo is? The second example clearly shows how it solves the audience’s specific needs.

For your demos to work, start with the problem. The first 30 seconds should make the prospect think “that’s exactly my situation.”

Use real data too, even if it is anonymized. They are more realistic than fake placeholder content. For example, change labels like “Project 1, Project 2, Project 3” to labels like “Q1 Product Launch, Customer Onboarding Redesign, Blog Content Calendar.” 

Source

Another thing you can try is to show the complete workflow. What happens when someone misses a deadline? How do you handle exceptions? Prospects need to see it works for real scenarios, not just demos.

Create multiple short demos for different use cases instead of one long generic tour. Let prospects self-select which one matches their needs.

6. Pricing pages

Your pricing page does two jobs: qualify prospects in or out based on budget, and reduce friction for those who can afford you.

You should have transparent pricing with clear tiers showing what’s included. 

I’ve noticed that many software brands default to showing the monthly price for an annual plan. It appears cheaper but sometimes confuses the prospect when they reach the final payment page.

If you intend to use the annual billing, make it clear. Show the monthly or yearly cost difference so your prospects can decide if that’s what they want.

On this Toggl pricing page, I like how clearly the “Save 10%” tag stands out on the annual plans.

If you can’t publish exact pricing (enterprise deals, usage-based), at least publish starting points and what affects cost.

I wouldn’t advise hiding pricing behind “contact sales” when you don’t need to. Yes, complex enterprise sales need custom pricing. But if you won’t even give a range, prospects assume you’re either too expensive or playing games.

7. Security & compliance documentation

Procurement and IT are reviewing your solution. For many B2B SaaS buyers, this isn’t optional. If you can’t prove SOC 2 compliance or GDPR readiness, they literally cannot buy from you, regardless of how good your product is.

It’s not the most interesting stuff, but it’s absolutely critical.

Surface-level “we take security seriously” marketing speak wouldn’t work here. Procurement teams need specifics: encryption standards, data residency options, access controls, and incident response procedures.

So, you’ll need to create security or trust centers.

The information on these pages should be thorough and up to date. Show the actual cert dates, audit reports (or summaries), and when they were last reviewed.

Make it easy to find, too. Most companies have theirs linked in their footer and main navigation menus.

For instance, you can find HubSpot’s security information in the footer of their website.

8. “Best of” lists and roundups

These are curated lists that rank and compare multiple tools in your category. You’ve likely seen a ton of these, especially in studies and experiments showing their frequency in AI search results.

But aren’t listicles a TOFU play? Not if you do it right.

People searching “best [category]” are often in buying mode (or at least making a shortlist), not just learning. They’ve identified the category they need and want to see options. The search intent is commercial, not informational.

Your roundup becomes BOFU when you:

• Rank yourself (honestly) against alternatives
• Provide enough detail to help them choose
• Include pricing and key differentiators
• Link to free trials or demos

What I’ve seen work with these lists is to be honest. If you rank yourself #1 for everything, nobody trusts it. But if you say something like, “#1 for growing SaaS teams, #2 overall behind [Competitor] for large enterprises,” that honesty builds credibility.

Each tool should have a clear “best for” description. Don’t just list features such as “automation, integrations, reporting” for every tool. Get specific about what makes each different.

Here’s an example of this type of bottom-funnel content I wrote for HubSpot.

Here’s another example of a well-executed roundup that balances honest rankings with specific use cases.

9. Live webinars and recorded deep-dives

Webinars are educational presentations (live or on-demand) that demonstrate your product solving real problems. 

It goes slightly deeper than product demos.

While webinars can be MOFU (educational, awareness-building), they become BOFU when focused on implementation, advanced use cases, or competitive comparisons.

Clearscope runs a couple of these every month. You’ll notice how the webinar topics relate to what Clearscope does, but it doesn’t come across as a direct sales pitch.

You’d get a ton of value even if you don’t use the product. 

The best BOFU webinars spend 80% teaching and 20% selling. If your webinar is 40 minutes of “our product is amazing,” attendees tune out and don’t convert.

There are also live Q&A sessions where you answer hard questions honestly.

10. Product use case guides

Product use case guides are detailed walkthroughs showing how to use your product for a specific scenario, workflow, or business problem.

To make these guides work, pick a specific, valuable workflow that prospects want to implement or a problem they want to solve. Write a step-by-step guide with screenshots, templates, and best practices showing exactly how to do it with your product.

Ahrefs is excellent at this type of content. You’d hardly see an article on their blog that doesn’t show how Ahrefs solves the problem they’re talking about.

For example, this article on how to build a website mentions several Ahrefs features.

When creating product use case guides, you must be specific. You also should not skip steps or assume knowledge. Show every click, setting, and decision point.

How to create bottom-of-funnel content that leads to demos

Content marketing has an alignment problem. The marketing and sales teams operate in silos. 

You create what you think prospects need. Sales uses what they know works. And those two things rarely overlap.

Your BOFU pages might rank well and drive traffic, but if your sales team isn’t sending them to prospects, they won’t drive revenue. Here’s how to fix that.

1. Source objections and questions from sales

Don’t guess what matters to your customers. Ask the people who talk to them every day.

Run objection-mining interviews with your sales team. Not a survey. Actual conversations with your top performers and newest reps. Ask:

• “What makes deals stall in the evaluation stage?”
• “What do prospects Google during the sales process?”
• “What questions come up in every demo?”
• “What do we lose deals over?”
• “What content do you wish existed?”
• “What do prospects read before they convert?”

If you need help structuring these conversations, this guide on conducting expert interviews provides a solid framework.

Analyze sales calls if you have the tools. If you’re using Gong, Chorus, or similar conversation intelligence platforms, search for common questions and objections. Look for patterns in what prospects ask about pricing, implementation, integrations, and security.

Pull CRM data on lost deals. Most CRMs track loss reasons. Sort them by frequency. The top 5-10 reasons for loss should have dedicated content addressing them.

Review support tickets from trial users. What are they getting stuck on? What features confuse them? These friction points need BOFU content that preemptively addresses concerns.

The goal of these questions is to understand the exact language prospects use, the specific concerns that matter, and the proof points that close deals.

2. Map content to buying committee roles

Your content might convince the end user, but that person still needs to sell your solution internally. Different stakeholders need different content.

Economic buyer (CFO, VP, C-level): They care about ROI, total cost of ownership, and risk mitigation. This group likely needs ROI calculators, cost-comparison breakdowns, and case studies demonstrating business impact.

Technical evaluator (Engineer, IT, Security): They care about how your tool works, integration requirements, and security posture. You’d need to provide technical documentation, architecture diagrams, API docs, security, and compliance pages.

End user (Manager, Individual Contributor): This group cares about solving their daily problem, ease of use, and workflow fit. The end user would want to see product demos, use case guides, and feature comparisons.

Procurement (Legal, Procurement, Compliance): The procurement team cares about contracts, data privacy, and vendor stability. They’d need DPA templates, SLA documentation, and compliance certifications.

Create a simple matrix: buying committee role vs. content type. Fill in the gaps. If you don’t have content that helps the CFO build the business case, that’s why deals stall at contract review.

3. Build with sales input, not just for sales

Draft your BOFU content, then share it with top-performing sales reps before you publish. Ask:

• “Would you send this to a prospect?”
• “What’s missing?”
• “What would you change?”
• “Does this address the real objections you hear?”

Be prepared for humbling feedback. Your beautiful case study might not include the metric that actually convinces buyers. Your comparison page might miss the feature prospects always ask about.

But this feedback makes your content exponentially more useful. Sales reps know what works because they’ve closed hundreds of deals. Use that knowledge.

4. Focus on the prospect decision instead of the keyword

Before you write, clarify:

• What decision is the prospect trying to make?
• What information do they need to make it confidently?
• Who else needs to sign off on this decision?

Let’s say you’re creating a comparison page. The decision isn’t “which product is better?” It’s “Does the premium price justify the additional capabilities for our specific use case?” That changes what you write.

Or you’re creating a case study. The decision isn’t “does this product work?” It’s “Will it work for a company like ours, with our constraints and requirements?” That changes which customer you feature and which metrics you highlight.

5. Address objections explicitly

Don’t dance around concerns. Name them directly and handle them.

Instead of a sentence such as, “Our enterprise-grade security keeps your data safe,” say, “Yes, we cost more than [Competitor]. Here’s what you get for that premium: 24/7 phone support (they only offer email), dedicated CSM for accounts over $50k (they charge extra), and guaranteed 99.9% uptime with credits (they don’t offer SLA credits). For teams where downtime costs $X per hour, that math works out to…”

Prospects appreciate honesty, and they’re going to discover limitations eventually. Address them upfront and show workarounds or alternatives.

6. Show, don’t just tell

Again, with B2B content, it’s important to show readers what to expect from your product. You could do this literally with product walkthrough and screenshots, but you could also use your words.

How?

Instead of a broad statement like “Our customers see significant improvements in productivity,” you could use a more specific one like “Design teams using our collaboration features reduce revision cycles from an average of 8 rounds to 3 rounds, cutting project timelines by 40%. That’s based on data from 200+ teams in our customer base.”

The stats mentioned in the second statement are unique to you, and no other brand can claim them. Any other brand could have made the first statement.

Another example. Say, “You can launch your first campaign in under 15 minutes. Here’s a 3-minute video showing the complete setup process from signup to first send,” instead of “Easy to set up and use.”

Of course, not every statement needs to have concrete figures, but the more the better.

Use:

• Specific numbers, not ranges (“reduced cost by 32%”, not “reduced cost by 30-40%”)
• Screenshots and recordings, not descriptions
• Real customer names when possible (with permission)
• Time-bound results (“within 3 months”, not “quickly”)

For example, instead of vague praise, this TickTick review shows specific workflows, actual pricing, and honest limitations—the kind of detail BOFU prospects need to make decisions.

7. Make the next step obvious

Every piece of BOFU content should end with a clear next action.

Common CTA examples for prospects ready to buy include “Book a demo,” “Start free trial,” or “Talk to sales.”

For prospects still evaluating, you could use “Download our implementation guide,” “See how [similar company] implemented this,” or “Compare us to [specific competitor].” 

For prospects who need to build internal support, “Download ROI calculator,” “Get our buyer’s guide for procurement,” or “Share this case study with your team” works well.

Don’t use generic “Contact us” or “Learn more” CTAs. Be specific about what happens next and why they should take that step.

Test CTA placement, copy, and design. Run A/B tests on:

• Button copy (“Book demo” vs. “See how it works” vs. “Talk to sales”)
• Placement (top, middle, bottom, sidebar)
• Context around CTA (social proof, urgency, value prop)

8. Update Religiously

BOFU content gets stale fast. Competitors launch features that change the comparison. Pricing changes. Case study metrics age. Customers you featured go out of business.

Set a quarterly review calendar. Go through your top-performing BOFU pages and verify:

• Pricing is current
• Feature comparisons are accurate
• Case studies are still relevant
• Screenshots show the current UI
• Links work
• Competitors mentioned are still relevant

Monitor competitor changes. Set up alerts for when competitors announce new features, pricing changes, or product launches. Update your comparison content accordingly.

Refresh with new data if you have newer case studies with better results, update. If you’ve added features that close the gap with competitors, update your comparison pages.

Stale BOFU content is worse than no content at all. It destroys credibility when prospects catch outdated information.

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9. Make it easy for sales to find and share

Creating great content doesn’t matter if sales can’t find it or don’t know when to use it.

Organize BOFU content in your sales enablement platform. Tag by objection type, buying stage, persona, and industry. Make it searchable.

Create one-page summaries. Sales reps won’t read your 3,000-word comparison guide before a call. Give them a one-pager: “Send this when: prospect mentions [competitor]. Key differentiators: [3 bullets]. CTA: book technical deep dive.”

Write template emails for sharing. Don’t make sales craft the context. Give them copy-paste email templates:

“Since you mentioned you’re also looking at [Competitor], I thought this comparison guide would be helpful. It breaks down the key differences in [specific area you discussed]. The section on [specific feature] directly addresses your question about [their use case]. Let me know if you have questions after reading.”

Track what actually gets used. If you’re using sales enablement tools, you can see which content gets shared, opened, and read. If something has lots of views but never gets sent by sales, there’s a disconnect.

10. Measure what sales uses, not just what ranks

Traditional content metrics (traffic, rankings, time on page) don’t tell you if BOFU content drives revenue.

Track:

• How many times does Sales send each piece of content
• Open rates and time spent when sales shares it
• Which content gets consumed before closed/won deals
• Conversion rate by content engagement (prospect who viewed the comparison page vs. those who didn’t)

Correlate content engagement with deal outcomes. Use your CRM and analytics to see: Do deals close faster when prospects engage with specific content? Do win rates improve? Does the average contract value change?

Retire content that doesn’t convert. If you’ve had a case study published for a year and sales have never sent it, kill it. That content is dead weight. Replace it with content that solves a real need.

How to measure BOFU content performance and prove ROI

BOFU content rarely gets “last click” credit, but it’s often what converts prospects from “considering” to “buying.” If you only measure the last click, you miss the impact. 

Here’s what to track instead.

Sales usage metrics

Track how many times each piece is shared by sales, which prospects receive it, and the open rates when it’s sent. 

Use sales enablement tools like Highspot or Seismic, or create unique tracking links. Content that sales uses repeatedly is valuable regardless of SEO traffic.  Meanwhile, content that ranks well but never gets sent is failing.

Conversion impact

Compare conversion rates for prospects who viewed specific content versus those who didn’t view it.

Track deal velocity, win rate in competitive deals, and average contract value by content engagement.

For example, you might discover that prospects who engage with our competitor comparison page have a higher close rate and close faster.

Pipeline influence

Track influenced pipeline (deals where prospects engaged with content), pipeline by content piece, and deal stage when consumed. 

Connect content interactions to CRM opportunities and calculate influenced pipeline value and influenced revenue from closed/won deals.

Content engagement quality

Track time on page, scroll depth, return visits, and shares.

How to build the business case

Calculate your ROI: Identify content-influenced opportunities, sum pipeline value ($2.4M in influenced pipeline), calculate revenue from closed/won deals ($680K in revenue), factor in sales time saved (10 hours/week × 8 AEs × $75/hour = $31K/month in efficiency), subtract content investment ($45K), and present the ROI: ($680K – $45K) / $45K = 1,411% ROI.

Present to leadership: “Our BOFU content strategy generated $680K in influenced revenue this quarter with a $45K investment. That’s a 15:1 return. It’s shortening our sales cycle by 18 days on average, which means our sales team can close more deals per quarter.”

Get your BOFU content in front of the right people

Creating great BOFU content isn’t enough. You need to get it in front of the right prospects at the right time.

Insert it where sales teams live

Make BOFU content part of your sales process, not a separate library. 

When a prospect mentions a competitor, your sales team should immediately know to send your comparison page. When someone asks about ROI, the calculator should be queued up. When procurement starts asking security questions, compliance documentation should already be ready.

The simplest way to make this happen is through battle cards that link directly to relevant content. 

Your competitor battle card connects to comparison and alternative pages. Pricing objection cards link to ROI calculators. Security question cards lead to compliance docs. 

Train sales through monthly content updates and Slack announcements. When reps face common scenarios, they know exactly where to find the content that addresses the specific problem they’re hearing.

Use it in retargeting campaigns

Use paid media to serve BOFU content to warm audiences. Show comparison pages to people who searched competitor brand terms, visited your pricing page, or started trials without converting. 

Direct them to a landing page with your most relevant content for their stage. Surface case studies to repeat visitors, email subscribers who engaged with MOFU content, and CRM contacts marked as “evaluating.” 

Personalize by showing industry-specific case studies, highlighting features relevant to company size, and displaying appropriate pricing tiers. LinkedIn Ads works well for B2B targeting, Google Ads captures competitor keywords, and Facebook retargets warm traffic.

Add it to your email nurture sequences

Map BOFU content to specific behaviors. When someone downloads your guide, send a case study three days later. After they attend your webinar, send comparison content addressing their questions. 

When they read your blog series, graduate them to product-specific content. In sales sequences, send your ROI calculator before demos and industry-matched case studies afterward. 

Use behavioral triggers: pricing page visits get FAQ emails, demo watchers get case studies, comparison page visitors get sales outreach. The relevant content meets prospects exactly where they are in the buying process.

Combine it with your product-led efforts

If you run a free trial or freemium product, use BOFU content to drive upgrades. Add tooltips linking to feature guides, dashboard widgets showing relevant case studies, and upgrade prompts with ROI calculators. 

Serve contextual help based on user actions: when someone tries a locked feature, show plan comparisons. When they hit usage limits, display ROI calculators demonstrating how upgrading solves that specific problem. 

When trials end, share customer success stories. Base upgrade messaging on which features they’ve explored, link to a testimonial from similar companies, and provide ROI examples relevant to their usage pattern. 

The more specific and personalized you make it, the more compelling the upgrade becomes.

Common BOFU content mistakes and what to do about them

I’ve touched on these mistakes a bit, but here they are again, so you don’t miss them.

Mistake 1: Creating BOFU content in isolation

What it costs: Content that doesn’t match real buyer objections. Sales won’t use it because it doesn’t address what prospects actually ask. Your content creation process relies on guesswork rather than data.

How to fix it: Interview 3-5 sales reps quarterly about current objections. Talk to recent customers about what convinced them, and lost deals about why they chose competitors. 

Ask: “What almost stopped you from buying?” and “What content did you read before deciding?” Use their exact language in your content. 

If customers call it “approval workflow” and you call it “review process,” you’re disconnected from how buyers think.

Mistake 2: Being too promotional

What it costs: Skeptical BOFU prospects bounce when content sounds like a sales pitch. They’ve heard marketing claims before and don’t trust blatant promotion.

How to fix it: Be honest about limitations and fit. 

Instead of “most powerful platform,” say “We’re built for teams needing advanced automation. If you just need simple task tracking, we’re overkill—try [simpler alternative]. But if you’re duct-taping three tools together, here’s what we do differently.” 

Admit when competitors beat you on something. 

Explain who you’re NOT for. Show trade-offs of your approach. For example: “We cost 2x more than [Competitor] because we include white-glove onboarding. If you can self-implement, save money with them. If you need to launch in 2 weeks, our team is worth the premium.”

Mistake 3: Generic case studies with no real numbers

What it costs:  Without specific metrics, prospects assume you’re hiding disappointing results. Generic case studies don’t convince skeptical buyers.

How to fix it: Get specific metrics or don’t publish. If you can’t get numbers, get specific descriptions: “Before: emailing files, losing versions, remaking changes. After: single source of truth, all feedback in context, designers create instead of managing email threads.”

Mistake 4: Ignoring the buying committee

What it costs: Your champion loves your solution, but can’t get budget approval because you haven’t armed them to sell internally. The CFO needs the ROI data you didn’t provide. IT has security questions you didn’t answer. Deals stall at procurement.

How to fix it: Create content for each stakeholder. Champions need one-pagers and talking points. After demos, send a “share with your team” package containing information that different stakeholders need. Don’t make them hunt for it.

Mistake 5: Set it and forget it

What it costs: Your 6-month-old comparison page claims your competitor doesn’t have a feature they launched 4 months ago. Prospects catch outdated information and assume everything you say is wrong. You then lose credibility.

How to fix it: Run quarterly content audits. Verify pricing (yours and competitors), check competitor features, review case study customers, update screenshots, confirm links work, and refresh compliance certifications. 

Set up Google Alerts for the top 5 competitors. When they announce features affecting your comparisons, update immediately.

Mistake 6: Optimizing for search instead of conversion

What it costs: You rank #1 for multiple keywords but have abysmal conversion rates. That keyword brings people doing early research, not buying. Your funnel marketing is driving the wrong traffic to bottom-funnel content.

How to fix it: Optimize for buyer intent first. Go after high-intent keywords such as “[Competitor] alternative,” [Competitor] vs [Your Product],” and [Product] pricing. These get less traffic but convert at significantly higher rates. 

Source

Your competitor comparison targeting “[Competitor] alternative” might generate 500 visits per month at a 4% conversion rate. Your “What is XYZ” article gets 5,000 visits with a 0.3% conversion rate. The comparison page drives more revenue despite less traffic. Create BOFU content for high buyer intent keywords, then optimize for discoverability without sacrificing conversion focus.

Building your bottom-of-funnel content strategy: where to start

Starting from scratch? 

• Month 1: Create a transparent pricing page, the top 3 competitor comparison pages, and three case studies matching your ICP. 
• Month 2-3: Add ROI calculator, product demo videos, and sales enablement hub. 
• Month 4+: Expand to top 10 competitor pages, industry-specific case studies, and migration guides.

Optimizing existing content? 

• Audit everything from traffic to conversions to sales usage.
• Identify top performers and keep them fresh. 
• Fix or delete underperformers. 
• Fill gaps where sales lose deals or prospects search. 
• Set quarterly reviews to update pricing, competitor features, case study metrics, and screenshots.

Making BOFU content a revenue driver

Most content marketing focuses on top-of-funnel awareness. That content matters, but it doesn’t close deals.

BOFU content converts prospects into customers.

The difference between companies that generate revenue from content and companies that just generate traffic is simple: they invest in bottom-funnel content. Content that addresses real objections from lost deals.

You don’t need 50 pieces of BOFU content. You need the right 10-15 that match what prospects search for, answer questions, close deals, and arm champions to sell internally.

Start with transparent pricing, competitor comparisons of your top 3 alternatives, and case studies that match your ICP. Expand based on what sales needs and prospects search for. Track what works. Update what’s stale. Kill what doesn’t perform.

The content that closes the gap between “considering” and “buying” drives revenue. Make sure yours does.

Need help creating BOFU content? I work with B2B SaaS companies to create bottom-funnel content that sales teams use and prospects trust. From competitor comparison pages to case studies that close deals, I can help you build the content your pipeline needs. Let’s talk.

Frequently asked questions about bottom-of-funnel content

What’s the difference between MOFU and BOFU content?

MOFU (Middle of the Funnel) content targets prospects evaluating different solutions to a problem. It aims to educate and build trust with “how-to” guides. BOFU (Bottom of the Funnel) content is for prospects ready to buy, aimed at converting them with product demos, free trials, and pricing pages.

Should BOFU content be gated?

Generally, no, BOFU content should not be gated.

The primary goal of BOFU content is to remove any final purchase barriers and make it as easy as possible for a high-intent buyer to choose you. Gating this content by requiring an email or other information introduces unnecessary friction at the moment of decision.

How often should I update BOFU content?

As often as it is needed. Things change fast in the B2B SaaS space so it’s crucial to update your content to match those changes.

What’s the ROI of bottom-funnel content?

Bottom-funnel content targets potential customers who are ready to buy. It has a high ROI because it focuses on converting high-intent leads into paying customers. This content, such as case studies, product comparisons, and testimonials, directly addresses a buyer’s final questions and needs, leading to higher conversion rates and measurable revenue impact.

For a detailed breakdown of how a single piece of content can drive significant traffic, this Zapier article case study shows the long-term impact of strategic content.

Should I create BOFU content for every competitor?

Creating BOFU content for every single competitor is generally not a scalable or effective strategy. Here’s a more targeted approach:

• Focus on Top Competitors: Prioritize creating comparison pages, case studies, and other BOFU content for your main 2-3 direct competitors. These are the alternatives your potential customers are most likely considering.
• High Search Demand: Use keyword research to see if potential customers are actively searching for comparisons between you and a specific competitor (e.g., “YourBrand vs. CompetitorX”). If the search volume is high, it’s a clear signal to create that content.
• Sales Team Feedback: Ask your sales team which competitors come up most often in their conversations with prospects. This is a goldmine of information for prioritizing your BOFU content efforts.

In short, focus your resources on the competitive comparisons that are most relevant to your customers and most likely to influence their purchasing decisions.

Where should you promote BOFU content?

Since this content is for high-intent prospects, it should be placed where they are making their final decisions. Good channels include product & pricing pages, retargeting ads, emails, and through your sales team.