Let’s Go Beyond Just Selling: 10 Types of BOFU Content

Picture the classic scene across sales floors from films like “The Wolf of Wall Street”: a confident salesman throws a pen in the air and challenges an employee with the task, “Sell me this pen.”

The scene is iconic. It gives us the idea that to sell—to truly sell—is to convince someone of a need they didn’t know they had. Yet, there’s a subtle hint many marketers still miss today.

The art of selling isn’t necessarily about the pitch or the sparkle of the product; it’s about creating a narrative so compelling that the product feels like the hero of a story the consumer’s already a part of. 

It’s this narrative that’s at the core of bottom of the funnel (BOFU) content. This is not synonymous only with well-known selling tactics: comparison articles, last-minute deals, or those “why us” value propositions. In this article, I’m going to show you that BOFU content can be as diverse as the audience it aims to convert, and I’ll outline ten ways to incorporate a BOFU strategy even into the most TOFU of pieces.

Again, what is BOFU content?

BOFU content is the informative, decision-making chat you have with the expert before you say, “I’ll take them!” It’s a personalized type of content that addresses your particular needs, hesitations, and expectations. 

While TOFU (Top of the Funnel) content might tell you about the revolution in headphone technology, BOFU content says, “Here’s why this exact model is the right choice for you.” 

10 ways to incorporate BOFU in your content

Comparison Pieces

Title Example: Software Y vs Software X vs Software Z: A Comparison

Best For: SEO

Comparison articles are often the starting point of a BOFU strategy. As your potential customers move near the end of their buying journey, they always seek reassurance and evidence that they’re making the right choice.

Comparison pieces are essentially a side-by-side evaluation of products in a certain category – like software tools that help you write content more efficiently – and they help you clarify the differences and pros or cons that aren’t immediately obvious.

Here are some key reasons comparison articles are an excellent starting point for a BOFU strategy:

1. They help with decision-making by giving a breakdown of features, pricing, pros, and cons.
2. They *should* offer an impartial analysis of all software, building trust with the audience. At this stage of the funnel, trust is essential because it helps alleviate last-minute purchase hesitations.
3. They reduce choice overload by simplifying the decision-making process by curating a set of options. This results in (hopefully) preventing analysis paralysis that too many choices can cause.
4. They undoubtedly offer an “SEO advantage,” meaning they target specific comparison keywords that users are likely to search for when they are close to a purchase decision.
5. They present a direct comparison, putting your product against your competitors. Here’s when you can highlight your strengths and USPs in a direct context.

Alternative Pages

Title Example: 10 X Software Alternatives for Freelancing Invoices

Best For: SEO

This is an excellent method of drawing in those juggling between two or more options. The key to implementing the alternative page strategy effectively lies in striking the right balance.

What do I mean by that?

You should never throw shade at your competitors. Rather, write about what makes your offering unique and why it could be the better choice for potential customers. The key here is not to try to be everything for everyone but rather to help solve one problem for one person.

From an SEO perspective, these alternative pages are pure gold. They latch onto high-converting keywords at the BOFU stage. Sure, some of these keywords might not have high search volumes, but their conversion potential is significant. 

Dan put this strategy to the test in a case study. We focused on building alternative pages for a new brand, targeting specific competitors. The results were nothing short of impressive. These pages ranked well and drove significant conversions, and even brought us one of our biggest clients.

Case Studies

Title Example: 62.37% Increase in New Organic Leads in 6 Months for an API SaaS

Best For: Social media

Most case studies are brief, follow a predictable template, and often don’t divulge enough to engage the reader. Let’s change this approach.

Think of your case study not just as a report but as a rich, detailed article. The beauty of this strategy is twofold: firstly, it engages your audience with a story that’s both relatable and aspirational. Secondly, you can provide in-depth insights and share details that others might shy away from so you position your brand as transparent and confident. 

Don’t hold back in your case studies. Overshare. Talk about the nitty-gritty details, the unique challenges faced, the innovative solutions you devised, and the specific results achieved. The more specific you get, the more credible and engaging your story becomes. I can’t stress this enough – it’s highly unlikely that competitors can replicate your strategy exactly, so don’t fear oversharing. 

Here’s another twist: While SEO is important, don’t get too caught up in it for case studies. Their primary role isn’t to climb the search engine ranks (although finding a good keyword can be a bonus). Instead, focus on leveraging them through other channels like social media.

Founder Story

Title Example: The Road Less Traveled: How My Love for Sustainable Farming Inspired an Agri-Tech Revolution

Best For: Social media

People love to read and share inspiring stories about real people overcoming obstacles – and the same goes for your followers on socials and those who use your product.

The founder story tactic is particularly powerful because it humanizes your brand, fostering a deeper connection with your audience.

Maybe you’re a founder who, after a decade in a high-pressure career, faced burnout and realized the need for a change, and BAM – your product became a reality. Or maybe you encountered a specific problem in your life and dedicated years to researching and developing a unique solution.

This piece should give your audience a quick look into your motivations, challenges, and the vision that drove you to create the business. This story can be especially powerful for startups and companies with a unique origin or mission.

BOFU Listicles

Title Example: 10 Game-Changing Features to Look for in Your Next CRM Tool

Best For: SEO

When it comes to creating listicles with a BOFU purpose, the goal is to provide value that goes beyond just creating a checklist. 

Contrary to what most people believe when they think of BOFU (conversion-focused, NOT informative), a BOFU listicle should be an informative guide that not only lists items but also provides insights, comparisons, and actionable advice. 

Here’s how to do it:

First, understand your audience’s pain points. What are they struggling with, and what solutions can your tool offer? For each point in your listicle, say how it addresses specific user needs or industry challenges. This approach shifts the perspective from a simple list to a strategic guide that underlines your product’s benefits and real-world applications.

Next, incorporate storytelling and real-world examples. Instead of listing a feature like “Advanced Contact Management,” narrate a brief scenario or case study demonstrating how this feature helped a real business overcome a significant hurdle. 

Also…

• You
• Don’t
• Want
• Your
• Listicle
• To 
• Look
• Like
• This

Break down the monotony with relevant images, infographics, or even short videos that demonstrate the features or benefits you’re discussing.

Thought Leadership

Title Example: How Social Listening Transforms Brand Strategies

Best For: SEO and social media

Thought leadership content inspires change.

Don’t confuse this with a TOFU piece that introduces a topic. Thought leadership goes beyond that by driving conversations forward and presenting new perspectives.

In my opinion, there are four main ingredients to effective thought leadership content:

1. Show expertise and credibility. You must demonstrate that you understand the industry and your experience is backed by research. This also means knowing your audience inside out because the content needs to address their concerns or wants.
2. Present innovative perspectives. Thought leadership is NOT about rehearsing known information. This type of content must challenge the status quo and encourage your audience to think differently.
3. Pack your content with actionable insights. What can your reader do with this information? Go beyond the ‘what’ and the ‘why’ all the way down to the ‘how.’
4. Have an engaging narrative. The way you convey your message is as important as the message itself. Tell a story and connect with the reader on an emotional level. One great example is Rand Fishkin’s most recent story, “The Final Chapter of My First Startup.”

Assessments

Title Example: AI in Content Creation – Is It Revolution or Risk?

Best For: SEO and social media

For a good assessment piece, you need two things: deep industry knowledge and a recognized position in the field.

Deep Knowledge

To analyze trends, predict developments, or critique current practices, you must first understand the subject matter, which goes beyond surface-level facts.

You need insights gleaned from experience, continuous study, and an active engagement with peers in your industry. Only then can you work on an analysis that recognizes the complexities of the topic.

Industry Recognition

Your audience is not always looking for answers. They’re sometimes looking for insights they can trust. 

Recognition – whether it’s yours as an individual or your product’s in the marketplace – represents authority. It reassures your audience that your insights are backed by expertise. This aligns with Google’s addition of “expertise” in their E-E-A-T guidelines.

Templates

Title Example: Customizable Budget Templates for Smarter Retirement Planning

Best For: SEO

When sharing templates within articles, besides providing a valuable resource, your goal should be to guide your readers in applying these tools effectively. 

Begin by setting the scene – why are these templates necessary? How can they transform your reader’s retirement planning or budget-tracking approach?

Here’s where you can offer further insights into everyday challenges and misconceptions. When you share a template, add step-by-step instructions or tips on how to use it.

While the template is a valuable resource, use this opportunity to deepen the relationship with your audience. A good conversion element is to engage your readers to subscribe to your newsletter to receive the template in a PDF format. Or, offer the template as a bonus for signing up.

Reports and analysis

Title Example: A Detailed 2024 Report on Content Marketing and Industry Salaries

Best For: Social media

Reports are powerful to establish authority and get your name out there. 

To make sure your reports see as many eyeballs as possible, try to follow this template:

1. Tap into your social media network and reach out to 10-15 professionals or thought leaders in your industry, inviting them to collaborate with quotes and insights. 
2. Use the same approach to share a survey that targets key questions relevant to your report’s focus, be it content marketing trends, salary benchmarks, or future predictions. Share this survey with your audience and incentivize participation if you can (most people are happy to chime in if they get a chance to win a voucher or simply because they know you and want to contribute).
3. The journey doesn’t end when you hit publish. Before sharing anything publicly on social media, send your finished article to those who helped and encourage them to share it with their networks. This creates a ripple effect, expanding the reach of your content.

Behind-the-scenes post

Title Example: Insights and Lessons from Our Development Team on How We Built X

Best For: Social media

For a “behind-the-scenes,” you should peel back the layers of your process and invite your audience into the heart of your operation. This will be an article full of transparency, storytelling, and connection.

Think of the ‘build in public’ rave on social media, which has shown the value and engagement that comes from sharing the journey, not just the destination. This approach humanizes your brand and fosters a deeper connection with your audience.

Start with the why: 

What gap did you see in the market?

What unique opportunity did you identify?

Then, dive into the how:

What were the technical steps?

What were the challenges, setbacks, and breakthroughs?

Share stories from your team – the late nights, the aha moments, and even the mistakes and what you’ve learned from them.

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