B2B Marketing

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