Maximizing Conversions with Bottom of the Funnel Content and Design System Standards

Maximizing Conversions with Bottom of the Funnel Content and Design System Standards

Introduction:
When it comes to optimizing content for potential customers who are close to converting, bottom of the funnel content plays a crucial role. This type of content is specifically tailored for prospects who have moved beyond the awareness phase and are now interested in taking action. While blog posts are a common form of bottom of the funnel content, it can also be delivered through various mediums such as videos, audio, PDFs, and emails. In this article, we will explore the different types of bottom of the funnel content and how it can be effectively utilized to drive conversions. Additionally, we will discuss the importance of content standards in design systems to ensure a consistent user experience and streamline collaboration between writers, content, and UI designers.

Connecting Bottom of the Funnel Content and Conversions:
One way to measure the effectiveness of bottom of the funnel content is by creating a before/after model. This model allows you to track the impact of your content on prospects who are close to converting. Case studies are a powerful form of bottom of the funnel content as they provide social proof to prospects. Make sure to make them available on your site, but avoid forcing them on leads. Instead, equip your sales team with key metrics from case studies that they can cite during calls and emails. Additionally, longform content paired with great design increases credibility and allows you to showcase how your product can be implemented.

Leveraging Product Updates:
Product updates can serve as valuable bottom of the funnel content. By providing regular updates, you can engage disengaged leads and keep them informed about new features or improvements. When creating content around product updates, focus on the feedback that salespeople receive during the sales cycle. Highlight the specific benefits that the new feature offers in the title and discuss how it addresses the pain points of your prospects.

Targeting Branded Search Terms:
Branded search terms, such as [brand]+pricing, [brand]+testimonials, and [brand]+reviews, indicate that a prospect is in the final stages of the buying process. Creating content specifically for these branded terms ensures that prospects find the information they need and helps build trust in your brand. Additionally, targeting search queries that your product solves for or creating a library of use cases can inspire potential customers who are intrigued by your product but unsure of how to implement it.

Thinking Beyond Traffic:
While content marketing is often associated with driving traffic, it's essential to consider lead generation tactics that support the bottom of the funnel. Webinars, for example, are a tried-and-true method for generating leads, but they can also be repurposed to support prospects in the consideration stage. By making past webinars freely available, prospects can explore them while researching your business and product. Additionally, create a library of use cases to inspire potential customers who may be interested in your product but unsure of how to implement it.

The Importance of Content Standards in Design Systems:
Content standards are guidelines and best practices for scalable content design and management. They ensure a consistent user experience and promote efficient collaboration between writers, content creators, and UI designers. By structuring content and establishing editorial procedures and policies, content standards contribute to a cohesive whole and maintain brand consistency. Examples from companies like Intuit, Adobe, Mailchimp, and Sainsbury's demonstrate the effectiveness of incorporating content standards into design systems.

Implementing Content Standards:
Content strategists play a crucial role in outlining global and specific content standards. They can provide guidance on structuring content and set standards for various content types. It's important for content strategists, UX writers, and content designers to have open communication channels to ask questions and provide input on content standards. Including content standards in design systems, like Atlassian's and Salesforce's examples, bridges the gap between strategic planning and consistent execution.

Conclusion:
To maximize conversions, it's essential to optimize bottom of the funnel content and establish content standards in design systems. By tailoring content to prospects who are close to converting, leveraging product updates, targeting branded search terms, and thinking beyond traffic, you can effectively engage potential customers and drive conversions. Additionally, incorporating content standards ensures a consistent user experience and promotes collaboration between writers, content creators, and UI designers. By implementing these actionable strategies, you can enhance your content marketing efforts and achieve your conversion goals.