You’ve mastered top-of-funnel and middle-of-the-funnel content which engaged and informed your prospects. The next step is to convert them to customers.

If you only think of content marketing as part of the beginning stages of your customer journey, you’re robbing your potential customers of value. Content belongs in the bottom of the funnel, too.

Still have questions? We’ll answer some FAQs that clarify how to integrate effective content to effective push prospective customers over the line.

1. What Is Bottom-of-the-Funnel Content?

When marketers talk about bottom-of-the-funnel content, they’re talking about assets that help persuade a prospect to purchase from your company. This content is often used by your sales team. Generally, these materials highlight products and/or services more directly, versus high-level content used to build trust.

At this stage, channels and tactics include:

  • Sales enablement
  • CRM
  • User Communities

2. What Are Marketers’ Goals at the Bottom of the Funnel?

The main goals of content delivered to buyers at this stage of their journey are:

  • Accelerating the deal cycle
  • Positioning your brand as superior to competitors
  • Inspiring confidence in a purchase decision

The questions your buyers have at this point in their journey tend to be more logistical—how does the product they’re interested in actually work, who should be involved in the purchase decision, and what benefits can internal stakeholders expect?

It’s worth noting that 34% of B2B buyers said the number of team members involved in making a purchase decision has increased. At the bottom of the funnel, you want to provide content your primary contact can share internally to keep the purchase conversation moving forward.

The broader themes of the trust-building content used in top- and mid-funnel communications should be framed in the context of your product, focusing on your company’s unique value proposition and how you stack up to the competition. This kind of content helps the buyer review options, feel empowered to make the right decision, and get internal stakeholders on board.

3. What Are the Key Elements of Bottom-of-Funnel Content?

Bottom-of-funnel content should prove the value of purchase, and explain how the products and services will be implemented within the organization. With that in mind, it should be:

  • Closely aligned with product
  • Data-driven
  • Challenging to buyer assumptions

4. 4 Examples of Brilliant Bottom-of-Funnel Content

infographic that describes the value of bottom of the funnel content

This is one of my favorite examples. It comes from KISSmetrics, and proves late-stage content doesn’t have to be boring. The infographic is easily digestible, and uses data and customer stories to show value.

marketo bottom of the funnel content are case studies

Marketo hosts an entire page of case studies that can be filtered by company size, industry, and product usage, making it easy for prospects to compare use-cases and find out how similar companies implement marketing automation.

xerox bottom of the funnel content

Xerox takes a “Challenger Sale” approach to bottom-of-the-funnel content, creating pitch decks using insights that push prospects to think differently about their business.mention bottom of the funnel contentSimilar to the KISSmetrics infographic, Mention reminds us not to limit bottom-of-funnel content to specific formats. They use blog posts to communicate key features about their product to a specific persona, and to answer late-stage implementation questions.

Ready to help close leads with content? Start creating your own bottom-of-funnel assets with these best practices in mind.

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Anne Murphy

About Anne Murphy

Anne Murphy is the former Director of Content at Kapost, makers of content marketing software. She oversaw the Content Marketeer, a marketing blog dedicated to the art and science of content creation. Follow her at @amurphias.