Bottom of the funnel content is optimized for buyers who have moved past the awareness phase and are interested in taking action.
It can take the form of blog posts, videos, audio, PDFs, and emails.
Case studies provide social proof and should be made available on your site.
Product updates can be used in email newsletters and to reach out to disengaged leads.
Targeting branded search terms and creating content around use cases can help prospects find the information they need.
Top Highlights
Readers that come in via top of funnel content have a long way to go before they can realistically become paying customers.
Bottom of the funnel content is optimized for buyers
It’s created for prospects who have passed the “awareness” phase and have moved onto interest, desire and action.
Bottom of the funnel content may take the form of blog posts, but it may also be packaged and delivered on other mediums like video, audio, PDFs and email.
Tying bottom of funnel content to conversions is useful if you can factor it into an attribution model. But perhaps the best way to measure it is to ask the sales team whether or not it's useful.
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#Content strategy
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