Every great movie builds to a defining moment. Your marketing funnel works the same way.
Top-of-the-funnel content sets the scene, middle-of-funnel builds tension, but bottom-of-funnel content (BOFU) delivers the pivotal moment that determines how the customer remembers your product – and whether they buy from you.
But crafting that climactic scene isn’t easy. You may struggle to identify what makes BOFU content effective or lack the directorial experience to execute it well.
This is a problem. Just as a weak ending can undermine an otherwise great movie, ineffective BOFU content lets potential paying customers slip away.
Successful bottom-of-funnel content examples can help you avoid this. Examining them will give you the clues you need to transform your content marketing strategy.
Read on for seven of the most effective bottom-of-the-funnel examples we have seen, and how Mint Position has directed multiple BOFU “box office hits”.
The seven types of BOFU content we’ll review are:
- Use cases
- Product demo videos
- Customer stories and case studies
- Product pages
- Comparison posts
- Alternatives posts
- Pricing pages
Looking for more conversions? Book a no-cost consultation with the Mint Position sales team and we’ll show how you can use BOFU content to get more customers.
What is Bottom-of-Funnel content?
So, what is the difference between top-, middle-, and bottom-of-the-funnel content, and why should we care about it?
Here’s how we view the content marketing sales funnel at Mint Position:
Top-of-the-Funnel (TOFU): Your audience is unaware or just starting to realize they have a problem. TOFU content builds awareness and casts a wide net with blog posts, social media, and educational resources.
Middle-of-the-Funnel (MOFU): Now problem-aware, your audience is actively exploring solutions. MOFU content builds trust with how-to guides, webinars, and specific pain point-focused content to help them solve their problems.
Bottom-of-the-Funnel (BOFU): Prospects are product-aware at this stage of the funnel – and are ready to act. BOFU’s goal, then, is to convince these potential new customers to buy your product or service.
The best lower-funnel marketing content helps close the deal with content that is led by testimonials, use cases, product demos, and pricing information that confirms you’re the best choice.
BOFU specifically focuses on highlighting the value of your product and uses it to iron out any final concerns your readers have.
Popular types of BOFU content include B2B product pages, product demos or tutorials, testimonials, personalized email marketing campaigns, alternative product feature blogs, case studies, comparison pages, and even pricing pages.
What makes great BOFU content?
Many marketers mistakenly believe that BOFU should attract new visitors, but this isn’t the point.
Instead, it should be written to persuade, as Andy Crestodina, Co-Founder and CMO of Orbit Media explains: “Bottom-funnel content formats directly support conversion rates and lead generation. They don’t attract new visitors; they simply maximize the percentage of your current visitors who become leads.”
High-quality BOFU content, then, should include:
- More direct language than other content (including the use of the second person ‘you’).
- Compelling calls to action (CTAs)
- Strong value propositions
- Social proof, like customer testimonials and success stories
- Detailed product features and benefits
- Case studies
- Comparisons with competitors.
Businesses that can master this type of content will find that they convert more leads into paying customers — but achieving this is much easier said than done.
What follows are seven real-world bottom-of-funnel content examples that have made an impact on their respective industries, and what you can do to replicate them.
7 great examples of BOFU Content (and how to apply them to your business)
1. Get the most out of your use cases
Use case posts go beyond just talking about how great your product is by showing real-world proof that it actually works.
At this stage, your audience is savvy. They’ve done their research and they know the options, but they need that nudge at the final stage.
Use cases provide that extra push for your audience by helping them connect how your product solves a specific problem of theirs.
Let’s take the work we did with one of our customers, SME business funding platform Lula. Their versatile funding model can be applied to many types of industries and forms of financing, from purchase order funding to restaurant finance, and we wanted to highlight this.
Instead of publishing a generic “business funding” page and leaving it at that, we worked with Lula to create a series of dedicated pages for each use case, which allowed Lula to:
- Speak directly to the pain points of each target audience segment with emotive language and real-life scenarios.
- Highlight specific benefits for each use case, and how they specifically solve customer pain points.
- Insert prominent and tailored calls to action that meet the visitor’s needs.
- Use simple but effective vocabulary (I.e. short paragraphs and sentences) with plenty of “white space” to help scanability.
- Provide a clear and concise explanation of how to use the product.
- Add bright testimonials with text AND images.
One of Lula’s engaging and scannable landing pages
This approach paid off. We quickly ranked number one in South Africa (Lula’s target market) for several key terms, including “bridging finance” and “construction finance”.
Lula ranked number 1 for “bridging finance” in South Africa
Lula’s number 1 ranking for “construction finance”
Although these were BOFU landing pages, the fact that we clearly explained what each financing product was and how it could help the target audience meant that some of these pages showed up on Google’s featured snippets at the top of some SERPs.
Lula appeared in the featured snippet for “manufacturing finance”
Lula’s featured snippet for “professional services financing”
At the time of writing, since being published in Q3 2024, this series has brought in over 1,060+ new leads for Lula (over a 6 month period). As the pages continue to gain ranks, leads continue to grow.
How you can apply this to your content marketing
Customers appreciate seeing how products work in the real world as they can be unsure how to use them.
To do this effectively, identify key customer segments and what their needs are, then create targeted landing pages (or blogs) that show real-world proof of all the ways your product/service can be used.
Clear language and visuals are important as they help you explain tricky concepts. Do this well and suddenly your product isn’t just a promise, but tangible proof that gives hesitant buyers the confidence to convert.
2. Use product demo videos as a visual test drive
Product demos can give a clear demonstration of use cases and act as a visual test drive for those people who are almost at the point of purchase.
The purpose of such a video is to offer a glimpse ‘under the hood’ of your product. You’ll need to show how it works and its key features, which will build up to how it will benefit them.
Germany-based B2B payments provider Mondu does this with a video demo for their B2B BNPL (buy-now-pay-later) product by:
- Placing the video in a prominent position, near the top of their product page and relevant blog posts.
- Using animated visuals and colorful font and background to engage and hold attention.
- Using upbeat music to accompany the images.
- Illustrating clear and concise steps showing how users can make the product work for them.
Mondu’s easy step-by-step guide
- Keeping it short yet insightful, packing lots of information into less than 90 seconds backed up by stats.
Mondu’s clear and concise stats page
- Short and sweet testimonials (with images) to offer social proof that their product works.
Mondu’s testimonial (with image)
How you can apply this to your content marketing
Creating an effective product demo video shouldn’t need too many resources: just a screen recording tool and a clear script.
For example, a budgeting app could create a short demo video showing how to:
- Connect bank accounts
- Categorize transactions
- Set spending limits
- Visualize financial goals
Demo videos are particularly powerful at the ‘free trial’ stage: here, your customers will have both hands-on experience and the demo as a guide to fully evaluate your product’s potential.
3. Promote customer stories and case studies
Social proof is a powerful human psychological tool that dates back centuries, and it’s no less relevant in today’s tech-driven age.
Content ideas like case studies, testimonials, and customer success stories are all potent examples of how you can demonstrate your product’s value in this way.
The Content Marketing Institute found that case studies were second to only videos in producing the best results for B2B marketers in 2024.
The most effective types of content for B2B marketers
Source: Content Marketing Institute
Fintech audiences especially value the credibility and trust they provide, which means going beyond just metrics and telling a story that resonates with your audience, even if they are “serious” business professionals.
Top mobile API platform Reloadly nailed this balance brilliantly with their productive relationship with one of their customers, Julaya; one of their series of customer success stories.
In it, Reloadly tells the story of Julaya’s CEO looking for a modern airtime top-up provider in a developing market, a problem affecting much of their target audience.
They then showed how Reloadly helped him solve this issue with their seamless and user-friendly solution that simplified the set-up process so much that Julaya could access top-up services in just 24 hours.
Reloadly and Julaya’s success story
The CEO’s story adds credibility and a human perspective to it rather than just stats, but the figures that Reloady does use show how scalable the product is, with Julaya now having access to over 600 mobile providers.
How you can apply this to your content marketing
You only need one customer success story to make an equally compelling testimonial or customer success story.
Be sure to show your product has helped businesses overcome challenges and achieve their goals. Also, remember to balance quantitative results with compelling narratives that resonate with your target audience.
4. Create a searchable product page
Product pages are your chance to really dive deep into what makes your product the best option for your buyer persona.
This is where features transform into benefits, where you address objections head-on, and where compelling visuals and clear calls-to-action guide the user toward that all-important buying decision.
However, many companies waste a golden chance to make a mark on search results when making their product pages.
“Many companies publish product pages without thinking of searchability or the content funnel,” says Justin Calderon, founder of Mint Position. “This means they often miss the opportunity to capture translation keywords with very high buyer search intent.”
Funding Options by finance platform Tide provide a great example of how to get the most out of product pages. They recently launched a new series of product pages to “convert ready-to-act users” as Head of SEO Sonia Mazzotta-Morrison puts it.
“Our new approach is much more in line with BOFU,” explains Sonia. “Our business loans page is one example.”
Key features include:
- A clear and targeted CTA: “This encourages users to check eligibility without affecting their credit score, which directly appeals to businesses prepared to apply for loans.”
- A clear pathway to apply, “including eligibility checks and access to over 120 lenders, which simplifies the buyer’s journey for users ready to make purchase decisions.”
Funding Options’ CTA and easy pathway to apply
- Emphasizes credibility. “We did this by showcasing partnerships with numerous lenders and offering expert assistance throughout the process.”
- Provides an interactive business loan calculator, “so that users can estimate borrowing capacity and repayment terms, thereby facilitating informed decision-making.”
Clear testimonials and a user-friendly loan calculator
The page has been a big hit for Tide, with a 9x increase in conversion rate, from 2% to a remarkable 18%.
Mint Position helped API provider Reloadly to 100+ new B2B conversions a month using similar product page tactics.
We inserted a striking CTA and simple pathway to apply at the top of the page, next to a banner image of the global brands that Reloadly works with to emphasize credibility.
Reloadly’s product page that hauled in 100+ conversions a month
We then used this page as a cornerstone of Reloadly’s content strategy. Around it, we created a web of content that built topic authority and increased the page’s visibility and ranking.
The product page ranked in the Top 3 for multiple keywords and continued to convert 100 qualified leads per month 12 months later, which led Reloadly to shift focus to the gift card API as a core offering.
Reloadly’s page ranking in the top 3 results for a vital keyword
How you can apply this to your content marketing
If what you’re selling involves some complicated concepts, your product page can be a central hub where you educate your audience while guiding them toward a purchase.
Break down complex information with clear language, visuals, and interactive tools, and build trust by addressing concerns and highlighting security measures.
A content ecosystem that links back to your product page will help reinforce key messaging and improve content SEO. This should drive conversions and position your brand as a trusted authority.
5. Use comparison posts
People get scared off by comparison posts because it involves acknowledging a rival.
Yet doing this fairly, and showing why your product wins out, is one of the most powerful ways of demonstrating your unique value proposition (UVP).
It also puts your brand in a very positive light as you’re showing transparency, but also real confidence in your product.
In SEO content marketing, comparison posts are normally written using this formula:
- “[competitor] vs [your company]”
However, you can also piggyback off of other competitors that are competing with each other by using the following formula:
- “[competitor] vs [competior] vs [your company]”
Revolut recently wrote a highly effective comparison page between itself and its main rival Wise. This piece made it easy for visitors to make a decision, including:
- A clear overview that neatly summarizes both brands’ features.
- A side-by-side comparison that lets see the differences between the two at a glance (with a positive slant toward Revolut, of course).
Revolut’s side-by-side comparison with Wise
- A verdict that explains succinctly why Revolut is the best choice: a bit like a closing argument in front of a jury.
Revolut puts all of this at the top of the page so that the reader can quickly arrive at a decision, but for those who want to dig deeper into the specifics, the page then goes on to explain each feature in great detail — with facts and figures to back up their argument.
The page matches the search intent of people who are searching for terms like Wise vs Revolut and are considering both options.
It appears at the top of the search engine results page for this term, meaning they’re most likely to click on it.
Once there, Revolut is ready to give them that final nudge toward choosing them.
How you can apply this to your content marketing
If you’re convinced that your product is better than a rival’s, then setting up a comparison page should be your next move.
Templates like the Revolut page will help you get started, but you’ll only succeed in this type of BoFu content when you deeply understand your target audience’s pain points. Only then can you clearly articulate how your product specifically addresses them better than the competition.
6. Create an “alternatives” post
“Alternatives” posts are another comparison tactic, but these are used to piggyback off traffic from a larger competitor.
By creating content around “alternatives to [competitor’s product],” you can attract users actively searching for solutions that are better than a product they already know – and perhaps already fed up with.
This allows you to tap into an existing audience and present your product as a viable, and potentially superior, option.
For instance, if you run an email marketing platform, then a “Top 5 Mailchimp Alternatives for Small Businesses” article could list your product as one of them. Here, you could show something you offer that Mailchimp lacks, such as excellent customer support.
This approach not only draws in potential customers already considering Mailchimp but also positions you as a more suitable choice for a specific target audience.
Brevo does this type of post exceptionally well in their recent “Alternatives to Mailchimp” post. Here, they set out a clear structure, including comparison tables that let you quickly see differences in features.
Brevo’s “alternatives” page overview
Brevo highlights its big competitive advantages, pricing and generous free plan limits, and puts them side-by-side with Mailchimp (and other competitors), too.
Brevo’s pricing comparisons
For people needing more in-depth information, the article digs deep into each product and gives a fair assessment of each one, including Trustpilot reviews and their advantages over Mailchimp.
There’s a heavy bias toward Brevo, of course, but then that’s the whole point of the article.
By doing this, Brevo taps into Mailchimp’s existing search volumes and converts customers who are already in the consideration phase of their buying journey — effectively stealing customers who may have gone to Mailchimp but were not fully convinced yet.
How you can apply this to your content marketing
To replicate Brevo’s strategy, focus on your product’s unique selling points against competitors, then build your “alternatives” post around them, using easy-to-scan tables and subheadings.
Make sure you provide an honest evaluation of all options that build trust yet subtly emphasize your advantages. Include real customer reviews, transparent pricing, and feature breakdowns to address buyer concerns.
7. Include a pricing page
Customers want to know how much your product is going to cost them, so there’s no point frustrating them by hiding pricing away under layers of web pages.
Worse, they may suspect that you’re trying to pull the wool over their eyes.
Pricing pages allow you to be transparent about what you charge. If your product is fairly priced, then this shouldn’t be a problem.
It can even be used to your advantage by showing how affordable you are or how great your free product is.
What’s more, they let you control the narrative over your pricing. If you don’t create them, affiliate and review sites tend to do it instead, which can mislead your potential customers.
Prismic, a CMS website builder, has an excellent product page where it clearly lists the benefits of its free product alongside its paid options.
Yet, what’s interesting here is its list of benefits for its non-paid version is longer than for its subscription models.
Prisimic’s pricing page with long list of free benefits
This may seem counterintuitive, but what Prismic is doing is promoting the value of its free tier to attract developers and small-scale business users, so they experience the platform’s features without barriers.
Once they get used to the product, the upgrades for the paid versions are in line with what a business needs should it choose to scale its service.
The “custom” option is a smart move, showing their target audience (business start-ups) that they’re fair and flexible.
There’s also a brief summary of a real-world use case for each one, making it more relatable.
There’s another nice touch here: once you hover over their free plan, the table extends to show a few more lower-tired paid plans if you need more users. This is a smart move that caters to the scores of users who need something in between.
Prismic’s extended table of tiered price plans
How you can apply this to your content marketing
If you have different pricing plans that adjust only on the number of users you have (and you don’t want to overwhelm visitors with a lot of extra pricing tables) the pricing plan above is a great example to look at.
Make sure you highlight the key benefits of each tier, provide clear use cases, and create intuitive interactions like hover features to get the best results.
Convert customers at the bottom of the funnel with Mint Position
Bottom-of-funnel content should be an important part of any digital marketing strategy, but creating product pages, comparison posts, and use case articles that drive conversions is difficult if you don’t have the in-house specialization.
Mint Position has years of experience helping companies achieve remarkable results from their BOFU content, including first-page rankings and thousands of new customers.
We do this by creating a customized SEO game plan for your business, including:
- Creating high-converting case studies and product pages that go beyond awareness and focus on content that shows real-world results.
- Dominating search rankings for high-buyer-intent keywords that indicate buyer readiness.
- Building a high-converting content funnel, a strategic customer journey that guides visitors through the final stages of the sales funnel and toward buying from you.
Get the most out of your bottom-of-the-funnel content marketing spend while freeing up more time to do what you do best: growing your company.
Ready to see how expert BOFU content can help you get more customers? Get in touch with us and we’ll show you how we can help your business grow.
