Bottom of the funnel content includes any content that is created for buyers. These are marketable assets that convince prospective customers to purchase the products or services sold by your company. Generated by advertising and sales teams in conjunction with each other, bottom of the funnel content is meant to highlight the different products and/or services you offer to future customers. This content differs slightly from content made for search engines, social media promotions, or email marketing.

This category of content comes after the initial trust-building content created to establish a relationship between a marketer and his audience. This is the type of content companies invest in after that relationship is created, to provide the final push to encourage the customer to make a purchase. This type of content helps companies close deals, convert traffic into actual sales, and complete purchases. Here are 7 ways to create bottom of the funnel content:

1. Case Studies

One of the most effective ways of creating bottom of the funnel content is to present a comprehensive case study highlighting the different features of the product or service sold by the company. A well-compiled case study provides realistic information regarding the services sold by the company to prospective clients. You can even create different case studies for different products you sell. Make the case study content accessible on the company’s website to ensure maximum reach and provide information regarding key metrics.

2. Brand Alternatives Content

A great way to generate engaging bottom of the funnel content and take advantage of search engines’ SEO algorithms well is to create the brand alternative content that will place your company at the top of everyone’s choices. Brand alternative content refers to anything that comes up when you search “[Insert Brand] Alternatives” on Google. You need to generate content that can pit your brand against other well-known brands in the same industry. On these articles or pages, you can illustrate the differences between your company and the others to guide potential customers towards your product.

3. Reports

The difference between a product/service case study and a report is that the latter comes in longer formats and has a lot more stylistic freedom. In a report about a product sold by your company, you can freely communicate important information regarding the product, its distinct features, its design benefits, and more. There are no limitations regarding the information you include in your product report. You can promote your product or service reports via paid ads on social media platforms, mention them in articles posted on the company website, create optimized landing pages on search engines, and even send them directly to prospective clients.

4. Product Features Pages

Making information about the product or service you sell accessible to prospective customers is very important, no matter what industry your company belongs to. Use product-oriented content to grab customer attention and divert it to your product by telling them what exactly they can look forward to by purchasing it. Talk about the unique features and characteristics of the product you’re trying to sell after thoroughly researching the customer you’re selling to. What do your customers need, and how can you convince them to use your product? How does it solve a problem they have? Answer these questions on your product features page.

5. Product Updates

Product updates are great resources for the bottom of the funnel content for a company’s products and services. They give salespersons an excuse to get back in touch with disengaged clients and pursue new leads. Product and service updates must be strictly based on feedback received during previous usages that have led to changes during the new sales cycle. The new update must contain the important change in the title to make customers aware of it. One can distribute product updates through email newsletters and social media promotions.

6. Webinars

This tested method of generating leads is freely available to users, no matter how distant they are. Prospective clients have the time to go through lead-generating content through webinars while you find out more ways to make your products and services accessible and relatable to customers. You can offer links to webinars on your website and social media platforms. The company’s sales team can also send out invitations to webinars through email newsletters.

7. Reviews

The most “bottom of the funnel” content of all, reviews and testimonials by previous customers, are highly powerful in persuading prospects to make a purchase. Compelling and genuine reviews often serve as the last but the most important content that a company can create and/or promote to sell a product or a service. This is because, for a customer, looking at reviews is one of the very last steps they take before they purchase a product. What makes this easier is that you don’t have to generate reviews on your own, you just have to ask previous customers to do it for you.

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After All Is Said and Done

Make your bottom of the funnel content accessible and engaging to customers, and you’re guaranteed to give them the final push to make a purchase. Hopefully, our tips will allow you to do it effectively, swiftly, and easily. Give it a try and reap the results in no time!