Behind each buy a shopper makes, there’s a decision-making journey. 

It is a course of that everybody goes by way of from discovering their drawback or must their last choice to purchase. As an individual progresses by way of their shopping for journey, they’ll have totally different questions and issues. 

BOFU (bottom-of-funnel) content material comes on the very finish of the decision-making journey, or the final step earlier than shopping for. In content material advertising, nailing the BOFU section is totally important for getting an ROI in your content material. If this step isn’t proper, your prospects gained’t convert into prospects, and all of the work that got here earlier than could be for nothing.

We’ll take you thru the sorts of BOFU content material, tips on how to use them, and why they’re efficient. 

What’s BOFU content material?

To grasp BOFU content material, it’s price taking a step again to know the decision-making funnel. The choice-making funnel is used to explain the step-by-step course of shoppers undergo earlier than most purchases. You’ll discover variations of this mannequin, however right here’s the simplified model:

  • The consumer turns into conscious of their drawback or want
  • They conduct analysis and discover out which options can be found to them
  • Determination: they do any last analysis, then make their buy

BOFU content material, because it sounds, targets the top of the choice making course of. Folks at this stage of their journey find out about their drawback and among the options, and are getting ready to make their last choice.

Meaning you may (and will) be extra aggressive along with your copy and calls-to-action (CTAs). With one of these content material, these sort of CTAs are all acceptable:

  • Get a free trial
  • Request a demo
  • Get a quote
  • Name us now
  • Purchase now
  • Add to basket

They could not, nonetheless, be acceptable additional up the funnel. It’s necessary to match your language and CTAs to the proper intent and stage of the funnel. 

If somebody is trying to find “what’s Bitcoin?”, they in all probability don’t wish to purchase Bitcoin. Not but anyway. A greater subsequent step may be to learn in regards to the value historical past, or “Is Bitcoin funding?” to assist push this reader additional down the funnel.

It is a easy idea, however an necessary one to understand. For those who attempt to use extra aggressive calls-to-action (CTAs) akin to ‘guide a demo’ or ‘add to basket’ in content material that isn’t BOFU, then your conversion technique merely gained’t work. It’s necessary to match the proper CTA to the proper sort of content material.

How does BOFU content material differ from MOFU and TOFU content material?

Naturally, since we’ve ‘BOFU’ content material, we even have ‘MOFU’ and ‘TOFU’. Center of funnel, and prime of funnel, respectively. Right here’s a proof of what every of these are, how they differ, and a few fast examples as an example.

Prime-of-funnel (TOFU) content material 

On the prime of the funnel, you’ve got the largest and broadest viewers. These are people who find themselves largely merely on the lookout for data, and should not but concentrate on a particular drawback they should resolve. They’re the furthest away from a purchase order, which additionally means you’ve got loads of nurturing work to do earlier than this viewers converts.

Listed here are some examples of TOFU content material:

TOFU content material is informational. It is step one in making a reader conscious of your model, and conscious of an issue you might resolve for them the place doable too.

Center-of-funnel (MOFU) content material 

In the course of the funnel, folks are actually conscious of their drawback. This is called the analysis stage, the place the individual is weighing up the totally different options to resolve this drawback.

With MOFU content material, it’s price remembering that it doesn’t need to be YOU who nurtures the individual to this stage. There’s already loads of folks on the market who’ve bought to this stage, and are prepared to start out researching options.

You now simply need to just be sure you produce the proper content material, and get it in the proper locations in order that your goal market finds you on this stage.

Listed here are some examples of MOFU content material:

Varieties of BOFU content material

On the backside of the funnel, we’ve potential prospects who know their drawback, and know a few of their potential options. At this stage, persons are determining the main points, and finalizing their choice. Listed here are 5 sorts of content material you may produce to transform BOFU prospects into prospects.

1. Product comparisons

Evaluating product A to product B is a generally used tactic to weigh up the professionals and cons of every product, and establish the use instances the place one is superior to the opposite.

Why this works

Somebody studying comparability content material is previous their preliminary analysis stage. They know of at the least these two options to their drawback, and now they wish to know the finer particulars of every. It’s a terrific alternative to leap in and spotlight key promoting factors.

Instance: GetResponse vs. Fixed Contact

This instance is written by GetResponse. They’re conscious that anybody shopping for GetResponse may additionally be contemplating Fixed Contact, in order that they’ve put within the time to write down up a comparability.

It begins by drawing a comparability of the options, earlier than transferring onto pricing. It additionally provides GetResponse an opportunity to focus on different promoting factors which will have an effect on the decision-making course of, akin to 24/7 assist.

A secondary profit of manufacturing this content material is that it equips the gross sales crew to cope with any questions on this comparability, and provides sources for prospects to learn.

Instance: Trello vs. Meistertask vs. Toggl Plan

trello vs meistertack

This text that compares Trello vs. Meistertask is written by Toggl Plan, a competitor of each instruments.

It’s a inventive tactic that means that you can leverage the model consciousness of your opponents with search engine marketing and content material. Toggl Plan has glad the search intent by pitting Trello towards Meistertask, however concurrently thrown their very own hat within the ring as a 3rd different.

For those who’re a newcomer to the market, strive performing some key phrase analysis. Search for people who find themselves evaluating a few of your higher identified opponents, and see if there’s a chance to make the most of that in your content material advertising.

2. A case research

Case research are used to point out what sort of outcomes different folks have had along with your resolution. Typically, they’ll concentrate on a particular drawback that you just resolve, and take you thru the journey to the outcomes.

Why this works

A case research proves that your resolution works. That buyer selected you forward of all their different choices. What was the consequence? It helps you to incorporate testimonials and exhibit the outcomes that different prospects have achieved.

A reader could discover themselves in an analogous state of affairs to the individual or firm in your case research. Explaining step-by-step what occurred in a real-world situation makes it straightforward for the prospect to know what can occur in the event that they purchase.

Instance: Attest’s Gymshark Case Research


On this first instance, Attest are in a position to boast about how their resolution has enabled Gymshark to navigate a troublesome market. Gyms closing was a brand new problem, and Attest may equip manufacturers on this area with market intelligence to determine what to do subsequent.

The case research walks by way of the journey, beginning with the issues and questions Gymshark had, then following with the outcomes. It particulars how Gymshark made some key discoveries, akin to knowledge proving that individuals have been anxious about returning to the fitness center amidst the pandemic.

Instance 2: Shopify’s Heinz Case Research


Shopify’s Heinz case research neatly lays out the problem, resolution, and outcomes from utilizing their e-commerce platform. It contains a number of testimonials from a key stakeholder at Heinz.

Three key particulars are additionally highlighted above the fold:

  • Earlier platform
  • Meals and beverage
  • Use case

These assist a reader perceive shortly how related the case research is. The nearer to their state of affairs, the more practical it will likely be, which makes having case research throughout numerous totally different industries and use instances efficient.

3. An ‘options’ listicle

Typically an individual is conscious of 1 resolution to their drawback, however it simply isn’t fairly proper. That is often a market chief with a number of model consciousness. In that case, it’s frequent to seek for product options to see if there’s the rest on the market that may be a higher match.

Why this works

Somebody trying to find an alternate is able to purchase. They already know their drawback, and simply want to search out the proper resolution. It may be that the answer they already find out about is just too costly. Perhaps it lacks a sure characteristic, or isn’t nice for his or her particular use case. This is a chance for you as a content material marketer to step in and supply the proper different.

Instance 1: Benchmade Bugout Alternate options

alt knivesThis affiliate article begins by figuring out the the reason why somebody may search for a substitute for this model (Benchmade). The first motive is that it’s an costly model. Nonetheless, it’s additionally small, and really mild – so maybe somebody would search for one thing larger or sturdier, too.

For every potential downside, the article recommends a product that matches higher. That is simply replicable throughout many bodily merchandise, SaaS merchandise, and types. Like with product comparability key phrases, you are able to do key phrase analysis to search for comparable alternatives in your area of interest. See for those who can leverage the model consciousness of market leaders in your area.

Instance: ClickUp Alternate options

clickup alternatives

This instance is just a little totally different in that ClickUp is the writer of this put up.

If persons are trying to find options to your product, you’ve got a chance to deal with their issues. Publishing and rating content material like this makes it tougher on your opponents to take action, and it permits you an opportunity to vary the reader’s thoughts.

On this article, ClickUp lists out options to their product, but additionally identifies the drawbacks of every and the way ClickUp solves them. For instance, Asana is among the potential options. ClickUp are positive to focus on the restricted privateness permissions which they will supply a greater resolution for.

4. A free trial or demo touchdown web page

A free trial or demo is the proper method to get prospects over the road. The final step within the decision-making funnel.

Why this works

Folks this far down the funnel already imagine you may supply them the answer they’re on the lookout for. They’re practically prepared to drag the set off and pay, however must see it in motion first to verify. At this level, you don’t must beat across the bush. CTAs will be straight to the purpose. Individuals are able to strive your resolution. 

Instance: LinkedIn Gross sales Navigator Free Trial

LI sales navigator

LinkedIn’s Gross sales Navigator trial web page is a superb instance to take a look at, that features many touchdown web page greatest practices.

Be aware of:

  • A transparent CTA above the fold
  • A product video
  • Social proof used (excessive profile buyer logos)
  • FAQs to deal with potential issues

The web page is brief and to the purpose. It’s also possible to see that there’s no prime bar navigation. LinkedIn has lowered the variety of methods somebody can get distracted and go away the web page with out beginning a trial.

Instance: Perkbox’s Request a Demo


For a self-serve product, a free trial works nicely. For a sales-led product, nonetheless, we often see free demonstrations being supplied. There are some similarities to the LinkedIn web page: a transparent CTA above the fold, and plenty of social proof (shopper logos, testimonials, evaluations).

For a demo request kind like this, it’s necessary to contemplate which fields to incorporate. Usually, extra fields will lead to fewer kind submissions, however probably the next high quality of lead. Fewer fields will seemingly lead to extra leads, however they could possibly be much less certified.

On this case, Perkbox select so as to add in fields for firm measurement and degree of seniority, since these are necessary elements within the gross sales course of. 

5. Free programs and academic supplies

Lastly, one other sort of BOFU content material is academic supplies. This will are available in a number of types, however video programs are significantly widespread and efficient.

Why this works

By creating free academic content material, you’ll be capable of present somebody how they will obtain their targets through the use of your product. Prospects can see your product in motion, perceive the worth it supplies, and see whether or not or not it’s what they want.

It means that you can give worth up entrance, and showcase your experience on the subject. It’s additionally a chance to seize e mail addresses and work on nurturing leads. 

Instance: Ahrefs Academy


This free course by Ahrefs is designed for absolute freshmen in search engine marketing. It teaches the basics of issues like key phrase analysis and on-page search engine marketing, exhibiting how Ahrefs will help you with these issues alongside the way in which. Getting a trial of Ahrefs is a logical subsequent step after this course, to start out making use of the learnings.

Instance: E mail Advertising Fundamentals by Sendinblue

email marketing fundnamentals

Equally to the Ahrefs instance, this course by Sendinblue introduces customers to the fundamentals of e mail advertising. And naturally, to Sendinblue’s e mail advertising product. It’s a low-friction method to begin delivering worth and educating customers on tips on how to obtain their advertising targets with the product. 

Each Ahrefs and Sendinblue’s programs are ungated, which means there’s no e mail deal with required to entry them. You’ll discover others examples akin to HubSpot Academy which do require a join. In that case, the creator has the chance to ship additional emails and nurture leads. 

How lengthy do prospects keep within the BOFU stage earlier than a shopping for choice?

Usually, as soon as a prospect reaches the BOFU stage, they’re shut to purchasing. Nonetheless, the exact timelines for that last choice can range quite a bit. Some purchases are merely a much bigger choice than others. 

Take into account these key elements which may have an effect on the timeline:

  • B2B vs. B2C
  • Variety of stakeholders concerned
  • Value level
  • Enterprise mannequin (sales-led vs. self-service)
  • Trade

Take into consideration how lengthy it might take you to determine on which automotive to purchase. Then evaluate that to how lengthy it might take you to determine which model of chips to purchase.

The value and the enterprise mannequin may also affect this quite a bit. For instance, a sales-led B2B product could have an extended gross sales cycle. With a number of demos, a number of decision-makers concerned, and budgets to allocate, this may take months whereas a decrease price B2C product may take as few as a few hours. 


BOFU content material is the important thing to ROI in your content material advertising. The entire function of the whole lot that comes earlier than (TOFU and MOFU advertising) is to get prospects up to now, and convert them into prospects.

Take into consideration the questions, ideas, and potential objections a prospect may need by this level of their purchaser’s journey. Create content material that goals to fulfill these issues. Take into consideration producing:

  • Product comparisons
  • Case research
  • ‘Alternate options’ listicles
  • Free trial and/or demo touchdown pages
  • Free programs and academic content material

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