Bottom-of-Funnel Content: Everything You Need to Know

By the time a potential customer reaches the bottom of the buyer funnel, they’re almost ready to purchase from a business. Bottom of funnel content gives them the final persuasive push needed to convert.

Read more about other parts of the funnel here.

• Top-of-Funnel Content: Everything You Need to Know
• Middle-of-Funnel Content: Everything You Need to Know

What is bottom-of-funnel content?

Bottom-of-funnel content gives a final persuasive push for individuals considering purchasing from a business. Bottom-of-funnel content establishes the expertise of a brand, solves problems and queries, and pitches the benefits for the customer. 

If you’ve ever purchased a product or service before, you’ve been part of a buyers funnel. The buyers funnel — also known as the marketing funnel or buyer’s journey — illustrates the steps someone needs to take before becoming a business customer. 

The cone shape makes it a funnel, and prospective customers make their way through the buyer’s journey from the widest point before following the funnel down as it narrows.

At the bottom of the funnel, the cone shape is at its narrowest point. This is known as the ‘conversion’ stage and is the final stage before a lead becomes a customer. If the lead has been successfully nurtured throughout the entire funnel, conversion should be achievable.  

Some funnels also display an additional section under the bottom of the funnel. The ‘loyalty’ and ‘advocacy’ stage can be incredibly valuable for any business. If a customer is pleased with the business, they’ll often become a loyal and returning customer and refer others to try it out for themselves. 

The content funnel (source)

What is the purpose of bottom-of-funnel content?

Unlike middle-of-funnel or top-of-funnel content, bottom-of-funnel content is designed to sell. At this point, the prospect is leaning heavily toward buying the product, but they’re looking for a final nudge and confirmation that the product or service is best for their needs. 

While a content marketing strategy often focuses on attracting as many leads as possible with top-of-funnel content, effective bottom-of-funnel content is a crucial final stage to get the prospective customer over the finish line. The goals of bottom-of-funnel content often include:

• Convincing the prospect that your business solution is best for their needs
• Retaining customers with regular and personalized communication
• Aiding in simple decision making
• Developing buying intent 

Businesses can achieve their goals by creating highly targeted content that significantly benefits the buyer’s pain points and provides value towards their goals. 

It’s also important to note that funnel content can be relatively interchangeable, depending on the type of business you have, the industry it’s in, and the target buyer you have in mind. For example, it’s not just top-of-funnel content that can be short and sweet. Many businesses have adopted the approach of an infographic as their final sales pitch — providing visually compelling and information-rich bottom-of-funnel content. 

Examples of bottom-of-funnel content 

Competitor comparisons

Asana (source)

Many people will be comparing products and brands against each other to find the best one for their needs. Think about how many times you’ve searched up keywords such as ‘Hotels vs Airbnbs’ or ‘Air Fryer or Oven’. Competitor comparisons allow a business to showcase their unique value proposition to increase their product or service’s perceived value.

A comparison page is often in-depth with different sections that cover various features. However, it’s also important to note that competitor comparisons should always remain as neutral as possible. Coming across too biased towards your business can signal to prospects that you are untrustworthy and overly pushy. 

Pricing pages

WordPress (source)

Having a pricing page as part of your website showcases business transparency. Customers want to know what they’ll be paying for, and making it simple and easy to understand means they’ll be able to choose a pricing plan that best suits their needs. 

Just like any business, there is no one size fits all pricing. Because of this, service-based businesses will often offer a range of pricing packages based on what the client is looking for. WordPress has different packages based on the size of the business and tools needed. It’s also useful to list down the features included and a comparison table to make it as clear as possible. 

Educational videos and webinars

LinkedIn Marketing Solutions (source)

A majority of the population are visual learners, making educational videos and webinars a great way to teach your audience valuable skills and information. Webinars are also an excellent first-hand look into how your product or service can be applied, streamlining the process from prospect to customer.

Both webinars and videos can be promoted with email newsletters and social media updates. However, webinars are generally more interactive as it allows the business to directly communicate with the audience. Viewers can join a live chat, ask questions, and have their doubts addressed. 

Types of bottom-of-funnel content 

Like all content at every funnel stage, bottom-of-funnel content can vary. However, at this stage, the goal of bottom-of-funnel content is simple — convert as many leads into paying customers as possible. Bottom-of-funnel content includes:

• Case studies
• Trials and demos
• Competitor breakdowns
• Product pages
• Pricing pages 
• Special deals, offers, and promotions

You’ll notice some overlap with the types of content present in all stages of the funnel. This is to make the buyer’s journey seamless and organic for the buyer. When done successfully, the prospect should want to continue down the funnel rather than feel coerced or pressured into making a purchase. 

While this will vary depending on the type of business, bottom-of-funnel content is generally more technical and information-rich to accommodate any hesitations a prospect may have. 

How to come up with bottom-of-funnel content ideas

Bottom-of-funnel content is highly targeted and needs to be persuasive. Striking a balance between encouraging a prospect to take action without being overly pushy can seem tricky, but you can expect to see a higher conversion rate when done correctly. 

Coming up with bottom-of-funnel content starts with brainstorming ideas. Think about your ideal customer and what they might be feeling at the end of the buyer journey. What’s stopping them from making a purchase? Are there any parts of your business proposition that may cause confusion? Are you addressing their unique concerns and pain points?

Effective copywriting is more important than ever at the bottom of the funnel than ever. Every piece of content you produce should be edited, proofread, and optimized to showcase your credibility. Keep an eye out for your tone and language to ensure your audience understands you. 

After you’ve had a brainstorm, you can now start thinking about bottom-of-content ideas. Here are some prompts that can help get you started. 

Create content around your ideal buyer persona 

Every piece of content produced at this funnel stage should target a specific buyer persona. While top-of-funnel content aims to attract as many people as possible, now is the time to hone in on the type of prospect that is most likely to convert. 

A hyper-targeting strategy can be complex but often includes:

• Various stages like audience research and behavioral insights
• Tweaking the copy for prospects in different segments
• Continuous monitoring of content performance 

Provide clear next steps 

Without a clear call to action (CTA), your prospects won’t convert. A CTA is a type of instruction that prompts an immediate response from a viewer. You can incorporate phrases such as ‘click here’ or ‘sign up for our free newsletter’ into all types of bottom-of-funnel content, including website pages or sales proposals. 

You can also create content around your intended CTA. For example, you can follow up a document outlining the features of a brand new service with a ‘book a free demo’ button. 

Evaluate the performance of your content 

As mentioned above, evaluating the performance of your content is an essential step in any hyper-targeting content strategy. Learning what works best and constantly improving your marketing efforts allows you to analyze metrics that help any business scale and grow. 

However, common marketing metrics like audience engagement and website traffic won’t be as helpful for bottom-of-funnel content. You’ll want to keep an eye out for downloads, inquiries, demo requests, and form submissions. 

The bottom line 

Bottom-of-funnel content aids the decision-making of potential buyers with personalized and targeted content that facilitates conversion. 

It’s crucial to understand how to create effective bottom-of-funnel content so you can optimize your content strategy and marketing goals.