What is BOFU and how do you make content for it?

12 Feb 2023  |  by Olivia Parkes

4 min read

What is BOFU content?

The term BOFU stands for ‘bottom of funnel’, and refers to the final stage of the decision-making funnel that customersFunnel diagram go through when making a purchase. BOFU is where the decision is made, therefore, BOFU content is content aimed at closing a deal and convincing the customer to buy. Prior to reaching BOFU, the prospect has already been through TOFU (top of funnel) and MOFU (middle of funnel) - this involves identifying and analysing a problem or need and researching solutions.

How do you create BOFU content?

A customer in the BOFU stage needs to be convinced that your product or service is the one that they need, over any possible competitors they may have discovered and researched in the MOFU phase. This means that BOFU content should not only encourage them to make a purchase but also actively demonstrate the value of your product or service, ideally with real examples and comparisons.

Product pages, case studies, trials and demos, and competitor comparisons are all examples of BOFU content. The BOFU content that will work best for you and your prospects will depend on several factors.

Consider the buyer’s journey

BOFU content is aimed at buyers in the decision stage of the buyer’s journey. A customer’s buying decision process is a seven step process, as follows:

  1. Identifying and recognising a problem or opportunityBuyer decision process
  2. Researching and gathering information
  3. Comparing alternative solutions
  4. Evaluating the evidence
  5. Making a decision
  6. Creating an implementation plan
  7. Evaluating the decision

They are in the process of evaluating their options, deciding in which direction they want to go, and what product or service they need to buy. They are already well aware of the nature of their problem and the strategy they are choosing to tackle it. All that is left to do is show them why your product or service should be the one that they choose.

Case studies and testimonials are a great example of BOFU content because they tell stories of other people facing the same issues as your potential buyer. They are seeing evidence that your services have been used to solve a problem similar to the one that they are now facing, so they know without a doubt that you can deliver on what you promise. This is a great blend of relatable customer storytelling and concrete results and data, appealing from a personal and logical perspective. 

Consider the buyer’s persona

Buyer personas are detailed examples of your ideal customers, backed by data. They are usually fictitious character profiles built to enable you to identify the customers that are most important to you and how to appeal to them specifically and directly.

With the help of a detailed buyer persona, you can explain to a potential customer exactly how your product or service will help them achieve their goals or solve their problems. This can depend on factors such as their job role, their pain points, and how they measure success. Does their decision-making hinge on your service’s usability and interface in comparison to others on the market? A trial or demo would be an excellent opportunity to show them why you’re the best choice. 

Consider your value proposition

With knowledge of the above, you can create a value proposition that speaks directly to your customer. Your value proposition is your closing statement in the argument for why the customer should buy your product and not someone else’s. It should highlight the benefits that only you can provide, and how you’re doing it in a way that is unique and effective. 

BOFU content leads potential customers to your value proposition, so it’s essential that it has the ability to drive conversion. Look closely at the language you’re using and whether it’s in your chosen buyer persona’s vocabulary, and don’t be afraid to compare it to your competitors.

Review what competitors offer

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. While confidence in your business is important, don’t let that confidence cloud your vision and cause you to miss out on the learning opportunities to be found from looking at your competitors’ strengths and weaknesses.

The reason why competitor comparisons are good BOFU content is because the customer will already be aware of the other options available to them. 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. If you do happen to be the best choice, it should be easy to demonstrate why. 

How Apteco PeopleStage can help

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. 

Now that you understand BOFU and how to make content for it, don’t miss out on a prospect in the BOFU stage - use live data resources to help you engage them with the right content at the right time to convert them into a customer. You can read how this speed and personalisation potential has helped others to achieve their goals, and make processes easier for themselves, their staff, and their clients.

See how Apteco PeopleStage can manage your campaigns by reaching out to us today.


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Olivia Parkes

Digital Marketing and Media Specialist

Olivia joined the Apteco team in 2022 to boost the Apteco brand, improve the Search Engine Optimisation, create engaging content to push the Apteco platforms as well as sponsored advertisements. Olivia is CIM qualified and has seven years of marketing experience working in a variety of sectors.

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