What is BOFU Bottom of the Funnel Content and Why Is it Important?

Odds are that when shopping around for a solution to their problem, your prospects would like to see a side-by-side comparison of their best options. In the end, supplementing your sales funnel content marketing with well-researched comparison content enables you to nurture prospects further and establish your credibility simultaneously. Case studies are a popular example of bottom of the funnel content, and they’re a great way to show off your results to prospects who are still on the fence about whether or not to buy from you.

Apteco PeopleStage is easy-to-use campaign automation software that can help you create effective, multi-channel campaigns and give you the ability to act on insights before it’s too late. By acknowledging this and providing genuine pros and cons, you’re enhancing your trustworthiness as a company, arming your customers with information, and compelling them to make the choice that’s best for them. The reason why competitor comparisons are good BOFU content is because the customer will already be aware of the other options available to them. When striving to be someone’s first choice it’s essential to look at your competition – because your potential buyer will certainly be looking at them too.

They have conducted in-depth research and are narrowing down their options. As prospects reach the bottom of the funnel, their buying intent is at its peak. Effectively navigating it can be the key to driving successful conversions and building long-lasting customer relationships. Their experiences with you can help you understand what needs improvement if anything. They could provide personalized recommendations based on a customer’s browsing and purchase history. They have conducted thorough research and are comparing options from different brands.

Funnel velocity measures how quickly leads move from MOFU to closed-won once exposed to bottom-funnel experiences like case studies, demos, or comparison pages. A well-optimized BOFU strategy should yield significantly higher conversion rates than top-of-funnel content, as you're working with highly qualified leads. Seeing real people from similar industries talking about tangible outcomes provides powerful social proof and neutralizes last-minute doubts. These aren’t generic quotes, they’re structured to highlight specific results, challenges solved, and benefits realized after using the platform.

The framework for bottom-of-funnel content that wins in AI search. "Content and SEO is all about systems. And Lashay is one of the top system builders for bottom-funnel content." Understand how and why BOFU content plays a role in AI search and how to start creating it. A three-phase approach from learning the framework to shipping revenue-driving content at scale. You have lots of top-funnel content, but BOFU pages built for Google don't show up in AI search. We help marketing teams design decision-stage content systems that capture high-intent buyers, accelerate pipeline, and help you win in AI search.

The Digital Marketing Sales Funnel: A Quick Overview

Reviews, photos, or videos from previous customers can be a convincing factor for potential buyers. Ensure your content is responsive and optimized for mobile devices, as many users might be reviewing it on the go. They provide social proof and show potential customers the tangible benefits of choosing your product. This helps customers understand its full potential. Address common questions and concerns to build trust and reduce friction in the buying process.

How do you create BOFU content?

When creating comparison pages, it’s crucial to balance effective marketing with ethical and legal practices to avoid potential legal disputes. The people who visit this page with high intent are immediately able to learn about the differences and get a demo (which drives to sales). That’s why it’s so important to measure the effectiveness of each piece of content and to track the business results of individual articles, rather than the channel as a whole. More importantly, they help brands capture valuable Search Engine Results Pages (SERP) real estate. It’s a slight difference in terms of the words used but it’s a very important one when you think about the psychology behind the query.

But what you’ve learned here will only increase your value as a marketer if you apply it. Creating content for each step of the marketing funnel (correctly) will grant you huge advantages over other brands that are just focusing on meaningless top of the funnel content. For this reason, I leverage management tools and plan ahead before starting a campaign— Plus, you need to keep optimizing, so make sure to organize well in advance.

The bottom of the funnel (BOFU) represents the final stage of the buyer's journey, where prospects are highly motivated and ready to make a purchase. Before diving into the details, let's start with a comprehensive definition of the bottom of the funnel (BOFU). During this stage, they are actively evaluating and comparing specific solutions to make a purchase decision.

Although buyers don’t always follow a linear path, the funnel helps segment audiences and streamline content creation by targeting specific stages of the customer journey. When someone searches for “Canva Pro pricing,” they are likely evaluating whether to upgrade or choose Canva as their design tool, which is why BOFU content often leads to conversions. This Canva SEO case study that I wrote a few years back is a great one for understanding the role of search intent. Each stage represents a different phase in the customer journey, and understanding them helps businesses connect with you more effectively.

A good how-to gives the prospect a sense of accomplishment and a better understanding of how to finish something successfully. Although blog posts can make for great guides, many decision-makers are visual learners. You could communicate with a handful of short videos that help prospects address a key business problem. Deliver real value by attacking an in-depth topic with a substantial number of pages – but not so much that you stray from the point or the reader loses interest. Despite the profusion of mobile technology, text communication isn’t dead – but it has to be truly informative and engaging to get attention from prospects who are hard-pressed for reading time.

Hive Content Marketing: Reach Clients on Their Journey

• We’ve been doing this for a decade, across a wide variety of clients, and have a lot of data on what bottom of the funnel content types convert the most.
• Factors like higher price points and the frequency of use could also prolong MOFU-to-BOFU transitions, as they'll require customers to weigh their options even further.
• Paid search data is a goldmine for BOFU keywords because it reveals exactly which search terms drive clicks, conversions, and revenue.
• BOFU activities directly generate revenue, making this stage immensely valuable for businesses.
• The bottom of the conversion funnel is where potential customers become ready to make a purchase decision.

Siege Media’s link acquisition model is built around original research and data studies that earn placements in authoritative publications. Both retainer programs and campaign sprints are available, giving growth teams flexibility based on budget and timeline. We bofu create original research, data-driven studies, and thought leadership content that journalists are hungry for.

Create SEO content that directly answers their questions. Paid search data is a goldmine for BOFU keywords because it reveals exactly which search terms drive clicks, conversions, and revenue. These hidden gems can outperform higher-volume keywords in terms of conversions. And clicks from buyers are worth more than a flood of lurkers. If the intent is strong (e.g., “get a quote for X” or “compare Y platforms”), they can still drive conversions.

For instance, a comparison page can highlight key differentiators between your product and competitors, while a live demo provides a hands-on experience that builds confidence in your offering. Common BoFu content types include comparison pages, BOFU blog posts, product demos, free trials, case studies, success stories, and ROI calculators. This ensures that your content directly addresses the concerns of prospects at this critical stage. At the BoFu stage, prospects are no longer casually browsing—they are ready to make a decision but may need a final nudge. It’s one of the best ways to have an impact on the businesses bottom line and influence dealflow.