Content is the fuel of any digital marketing campaign. You need to have a solid content strategy in place to maximize your efforts and push your bottom line forward. However, when it comes to creating successful content, 87% of B2B brands understand that they need to be prioritizing the audience’s information needs over their sales/promotional message. When it comes to conversion optimization, that means your brand needs to be prioritizing the right bottom-funnel content that helps your visitors find the information they need and get them closer to converting.
Source: Content Marketing Institute
If you’ve been simply creating and sharing content with little to no regard as to when it should be distributed to your audience, then you could very well be missing out on those all-important sales. The content you present at the bottom of your sales funnel is your final opportunity to influence your visitors – making it a vital part of your conversion optimization strategy.
What is Bottom-Funnel Content?
Bottom-of-funnel (BOFU) content is the content that you share with your visitors after they’ve already taken a significant amount of time to find the information they need. This means that your visitors have already invested in the content journey and are now ready to take the final step towards converting.
This final step is where your visitors will experience the value of your brand and the products or services you have to offer.
Just How Important is Your Bottom-Funnel Content?
Bottom-funnel content is essential for several reasons. It’s the last opportunity you have to influence your visitor and get them to experience the value of your brand.
It’s also the last opportunity for your visitors to find the information they need and turn into a customer. It’s crucial to note that the content you present at this point will make or break a B2B customer’s decision – so you need to make sure this content is highly personalized to their unique needs and focuses on benefits to them that they can’t find elsewhere.
Just remember – this isn’t an opportunity to push a promotion. Don’t tell them they need you, show them and let them come to that conclusion themselves.
8 Examples of Bottom-Funnel Content that Converts
Content comes in dozens of different formats. So, it’s understandable that many B2B sales and marketing teams have different perspectives on what would be considered the most valuable assets to include as bottom-funnel content.
In a recent study by Content Marketing Institute, in partnership with MarketingProfs and On24, B2B marketing teams were asked which content assets produced the best results – and here’s what the numbers had to say:
Source: Content Marketing Institute
So, if you’re still struggling with what type of content you should be creating and distributing in the final stages of your marketing and sales processes, then consider these eight excellent examples of bottom-funnel content:
1. Research/Case Studies
One of the most effective ways to show off your depth of knowledge and authority is through research and case studies. These two content formats are specifically designed to help your visitors understand the value they can get from your brand and products.
The best part about these formats is that you can tailor them to your visitors’ unique needs and preferences. Show them the benefit of your brand, and then provide them with the research evidence to back up your claims.
2. Product MicroSites
A product microsite is a single-page website designed to show off a single product or service. Every aspect of a product microsite is designed to help your visitors understand the value that your product brings to the table. This can include product or service descriptions, a list of features and benefits, user reviews, a price comparison, and more.
3. Vendor Comparison Pages
One of the best ways to help your visitors understand the value that you bring to the table is by providing them with a comparison page. This allows them to compare your product or service against your competitors in a visual format, making it easier for them to understand your strengths and weaknesses.
4. Product Comparison Pages
A product comparison page is another single-page website designed to show off two or more of your products or services. The purpose of this format is to help your visitors decide what options are right for them and reduce their decision-making process to a single page.
5. Use-Case Pages
Use-case pages are a great way to showcase the specific ways that your product or service can be used. This provides your visitors with a clear understanding of how your product or service can help them achieve their goals, which helps to build a stronger connection and drive a higher level of intent.
6. Testimonials/Reviews
Use-case pages are a great way to showcase the specific ways that your product or service can be used. This provides your visitors with a clear understanding of how your product or service can help them achieve their goals, which helps to build a stronger connection and drive a higher level of intent.
Source: G2
7. Video Demos
As the power of video continues to grow, so does the value they bring to the bottom-of-funnel. Video demos allow you to showcase the value of your product or service clearly and concisely. This is a great way to help your visitors understand the value you bring to the table, which helps to reduce their level of uncertainty.
8. Trial Offers
One of the most effective ways to close the deal at the bottom of the funnel is through the use of trial offers. These trial offers are a great way to allow your prospects to consider the pros and cons of your product/service for themselves, without you having to “sell” to them. Instead, you offer them the option to give your solution a try at no risk, allowing them to make the final call for themselves.
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Hushly is an award-winning conversion optimization agency specializing in providing our clients with the tools, knowledge, and support needed to improve their overall performance. We provide our clients with the custom conversion optimization strategies and tools that they need to increase their profits, reduce their operating costs, and scale their businesses.
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