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Let's discuss BOFU Content - again!

I keep receiving numerous queries about BOFU content strategy from you all, despite having an entire e-book on the topic. So, I thought, 'Let me create an actionable guide once and for all.'

You can refer back to it whenever you have any doubts about the BOFU content system.

Let's go!

A Little Background about BOFU Content

Top-of-funnel (TOFU) posts may bring traffic, but they rarely convert readers into customers.

At the bottom of the funnel (BOFU), your buyers are already problem-aware. They’re not asking “what is X?” anymore. Instead, they’re comparing vendors, reading reviews, and looking for reasons to choose you over the competition.

That’s why BOFU content is where startups often win against bigger, louder players. Done right, it doesn’t just drive visits — it drives pipeline, demos, and revenue.

When do you need BOFU Content?

Many early-stage companies obsess over traffic growth. But traffic without conversions is just noise. If any of these apply, BOFU should be your focus:

• You’re competing against giants. Large incumbents dominate TOFU search terms. Beating them for broad awareness keywords is slow and costly. BOFU gives you an immediate edge because it captures buyers who are ready to act.
• You’re in a commoditized market. If several products appear similar, buyers typically evaluate them based on pricing, support, or niche differentiators. BOFU content lets you highlight exactly where you stand out.
• You know competitor weaknesses. Perhaps a competitor has clunky onboarding, weak customer service, or lacks essential features. BOFU blogs are your opportunity to position your product as the antidote to those frustrations.
• Your ICP is already in “evaluation mode.” If prospects know the problem and are comparing vendors, they don’t need TOFU explainers — they need evidence that your solution is the right one.

BOFU Content Research - Where and How?

The quality of BOFU content comes down to one thing: how well it reflects buyer reality. Instead of guessing, you need to capture insights straight from the market:

• Review platforms (G2, Capterra, Gartner): These are goldmines for competitor complaints. Read not just the star ratings but the “cons” sections — that’s where you find recurring frustrations.
• Customer conversations: Your sales and success teams already hear competitor pain points every day. Capture exact phrasing. If customers keep saying “Their onboarding was a nightmare,” put that language in your content.
• Firsthand testing: Don’t rely only on hearsay. Sign up for competitor trials and test their product. Nothing is stronger than writing, “We tried X ourselves, and here’s where it fell short.”
• Social listening: LinkedIn posts, Reddit threads, Slack/Discord communities — these are unfiltered buyer conversations. They help you identify frustrations before they appear in review sites.

💡 Pro tip: Collect this research in a “competitor intel” doc. Over time, you’ll have a library of real buyer insights you can plug directly into content.

About Competitors...

Not every competitor deserves a blog post. Writing about 10 different vendors spreads your effort too thin. Instead, shortlist by asking:

1. Which names keep showing up in sales calls? If prospects consistently ask “How are you different from [X]?”, that’s a sign they’re in direct consideration.
2. Which competitors have obvious weaknesses that map to your strengths? If you know where they drop the ball, you can highlight exactly how you’re better.
3. Which comparisons align with your business goals? If a competitor operates in a market segment you’re not targeting yet, skip them for now.

A Case Study on Notion...

Notion competes in a crowded space, encompassing project management, document management, wikis, and productivity tools. But not every competitor deserves equal attention. The trick is to focus on those your buyers actually compare you to and where you can clearly differentiate.

Here’s what a prioritization table for Notion might look like:

If you’re Notion, you’d double down on competitors like Evernote, Confluence, Airtable, and ClickUp, since those are the names buyers often bring up in sales calls. OneNote, on the other hand, skews toward a different audience (personal note-takers vs. team collaboration), so it might not be a BOFU priority.

💡 This exercise ensures you’re creating focused content that maps to real buying decisions, not just writing about every competitor out there.

Content Types That Drive Conversions

Here’s where most teams fall short — they only write “Alternatives to [X]” posts. While these work, buyers need more than just one angle. A strong BOFU program mixes multiple formats:

• Comparison blog posts: “Compport vs [Competitor] — Which Is Right for You?” These capture buyers searching for direct head-to-head matchups.
• Alternatives posts: “Top [Competitor] Alternatives in 2025.” Great for buyers who’ve decided against a competitor but haven’t yet chosen a replacement.
• Landing pages: Dedicated conversion pages for “Compport vs [Competitor]” — designed to drive demo bookings or sign-ups.
• Case studies: The most persuasive BOFU asset. Show how real customers switched from a competitor and achieved better results.
• Calculators & interactive tools: ROI calculators, pricing estimators, or onboarding time calculators. These make benefits tangible.
• Interactive demos & videos: Let buyers “test drive” your product without waiting for sales. Especially powerful for technical audiences.

💡 Think like a buyer: They’ll read, compare, and validate across multiple sources. Your job is to show up at each step with helpful, trust-building content.

Measure → Learn → Double Down

BOFU is all about conversions. After publishing, track metrics that actually tie to revenue:

• Sign-ups → Do visitors turn into users?
• Free trials → Are they testing your product?
• Demo requests → The strongest signal of intent.
• Downloads → Case studies, tools, or reports that move them closer to buying.
• Scroll depth → Are they actually engaging with the page, or bouncing early?

Once you know what’s working, double down. If “vs Competitor A” posts are driving demos, expand into case studies, videos, and tools that share the same theme. Kill what doesn’t convert.

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Onwards and upwards,

Sreyashi

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