So much of content writing today focuses on top-of-the-funnel (ToFu) content or middle-of-the-funnel (MoFu) content. Each has its role in driving people through the customer journey and nurturing them. But less attention is paid to the bottom of the funnel content
Top of the Funnel
Top of the funnel content is about generating leads and educating people about topics. You’re most likely talking to those doing early stages of research on topics and gently encouraging them to sign up for email newsletters or follow your brand to become part of your marketing funnel.
ToFu content avoids selling altogether and is more about establishing your brand as a trusted authority.
Middle of the Funnel
Middle of the funnel content talks to those already connected to your brand. These are warm leads that know about you but are not ready to convert. MoFu content keeps customers engaged and continues to educate them on problems, solutions, and your brand.
MoFu content demonstrates the ability to solve problems and positions your brand as a solution.
Bottom of the Funnel
Bottom of the funnel pieces have a completely different goal. BoFu content aims to:
- Accelerate the deal cycle
- Position your brand as superior to competitors
- Inspire confidence in a purchase decision
- Generate conversations
So, these pieces assume the educational work has been done (and buyers are in the final stages of making a vendor selection. So, questions they might be asking at this stage would be less about “why is something important” and more about “why should I buy your solution?”
They may also want to know things like:
- How does the product work?
- How will it protect me?
- How easy is it to implement?
- What is the consequence of failing to act?
- What’s the next step?
In the top and mid-funnel, you provided educational and trust-building content. At the bottom of the funnel, everything should be framed in the context of the product, the unique value proposition (UVP), and your competitive advantages. The goal here is to motivate purchase decisions.
Bottom of the Funnel Content Types
You may want to include:
- Product features/benefits
- Use cases
- Case studies
- Testimonials
- Pricing plans
Close the Deal!
Knowing which stage buyers are in will make a big difference in the type of content you need to generate. With bottom of the funnel content, you’re trying to close the deal. Don’t forget to ask for the sale!