{"id":1469,"date":"2022-02-21T18:44:45","date_gmt":"2022-02-21T23:44:45","guid":{"rendered":"https:\/\/beomniscient.com\/?p=1469"},"modified":"2026-01-22T09:40:05","modified_gmt":"2026-01-22T14:40:05","slug":"bottom-of-the-funnel-content","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/bottom-of-the-funnel-content\/","title":{"rendered":"Bottom of the Funnel Content: Turning Words Into Revenue"},"content":{"rendered":"\n

Bottom of the funnel content is massively underrated and many times misunderstood. <\/p>\n\n\n\n

I’m a direct-response, performance marketing, revenue guy. Therefore, bottom funnel is my bread and butter.<\/p>\n\n\n\n

I’ll teach you in this post how I approach decision stage content, how it differs from top of funnel content, how to map content to the buyer’s journey, and what the hell you should do with middle of the funnel content.<\/p>\n\n\n\n

But first…<\/p>\n\n\n\n

What the f*ck is a funnel?<\/h2>\n\n\n\n

The funnel, by and large, is made up<\/a>. It’s a model. And all models are wrong, but some are useful<\/a>. And this one can be pretty useful.<\/p>\n\n\n\n

Typically, in content, there is the top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel BOFU content. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Image Source<\/a><\/p>\n\n\n\n

TOFU content represents introductory content. It captures attention and builds awareness. <\/p>\n\n\n\n

MOFU content represents consideration and evaluation stage content. It\u2019s where a prospect becomes interested<\/em>. <\/p>\n\n\n\n

BOFU content represents the decision stage of a buyer\u2019s journey. It\u2019s typically the last touchpoint before a prospect signups or buys. <\/p>\n\n\n\n

The above graphic, while helpful, is not completely accurate. For example, it places \u201cemails\u201d in evaluation, but \u201cemails\u201d is literally just a channel. You can have TOFU email content (think an industry news roundup), MOFU email content (technical tutorials for your industry) and BOFU email content (sales emails). <\/p>\n\n\n\n

The format of the content may lend itself towards one stage or another, but it doesn\u2019t define the buyer\u2019s journey stage. <\/p>\n\n\n\n

Case in point: blog posts can and should sell. Every affiliate marketer knows this. Yet on this graphic, and many others, blog posts are relegated to the top of the funnel.<\/p>\n\n\n\n

Which is why you\u2019re missing out on revenue, your content marketing budget never increases, and the program you\u2019re building is constantly undervalued. <\/p>\n\n\n\n

It\u2019s time to treat content as a multi-use tool that can be used to persuade, entertain, educate, and yes, sell. <\/p>\n\n\n\n

Okay, so what is bottom of the funnel content?<\/h2>\n\n\n\n

While I\u2019m still not convinced the \u201cfunnel\u201d model is perfect, bottom of the funnel content can be distinguished based on its stated intent or goal. <\/p>\n\n\n\n

The goal of bottom funnel content is to sell things. <\/p>\n\n\n\n

Top of funnel content can have several goals – backlinks, general traffic, email signups. <\/p>\n\n\n\n

Same with middle funnel – typically, this will be offer signups or email list signups. <\/p>\n\n\n\n

But with bottom funnel, you want last click attribution conversions or sales enablement content that closes deals. <\/p>\n\n\n\n

So no matter what format the content is, or where you distribute it (search, social, email), the goal is what makes it stand out. <\/p>\n\n\n\n

8 Types of Bottom of the Funnel Content<\/h2>\n\n\n\n

I\u2019ve written in the past about \u201cproduct led content.\u201d<\/a> While product led content can also appear at the top and middle of the funnel, bottom funnel content almost certainly *has to be* product led. <\/p>\n\n\n\n

Certain formats of content are more conducive to bottom funnel, though. I\u2019ll walk through 8 of my favorites with examples:<\/p>\n\n\n\n

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  1. Product listicles<\/li>\n\n\n\n
  2. Product comparisons<\/li>\n\n\n\n
  3. Case studies<\/li>\n\n\n\n
  4. Product use case content<\/li>\n\n\n\n
  5. Webinars<\/li>\n\n\n\n
  6. Courses<\/li>\n\n\n\n
  7. Ebooks\/Whitepapers<\/li>\n\n\n\n
  8. Videos<\/li>\n\n\n\n
  9. Documentation<\/li>\n<\/ol>\n\n\n\n

    1. Product listicles<\/h3>\n\n\n\n

    Confession time: I used to hate listicles. <\/p>\n\n\n\n

    As Paul Graham puts it:<\/a><\/p>\n\n\n\n

    \u201cThe list of n things is in that respect the cheeseburger of essay forms. If you’re eating at a restaurant you suspect is bad, your best bet is to order the cheeseburger. Even a bad cook can make a decent cheeseburger. And there are pretty strict conventions about what a cheeseburger should look like. You can assume the cook isn’t going to try something weird and artistic. The list of n things similarly limits the damage that can be done by a bad writer. You know it’s going to be about whatever the title says, and the format prevents the writer from indulging in any flights of fancy.\u201d<\/p>\n\n\n\n

    This, however, is the viewpoint of an artist. <\/p>\n\n\n\n

    And while I love and revere art, content marketing should make money. <\/p>\n\n\n\n

    So when I worked at HubSpot, I instigated quite a bit of listicle writing. Product listicles like:<\/p>\n\n\n\n