Hey friend,

How’s it going? 🌻

I have not been keeping well, so I missed sending last week's newsletter.

This week, I am in the mood for doing a content strategy teardown, something I haven't done in a long time. The brand in question - Postmark!

Let's do a quick breakdown of their BOFU content strategy analysis!

BDW....

If you’re unfamiliar, Postmark is a transactional email platform in one of the most brutally competitive categories (SendGrid, SES, Mailgun… you get it).

But here’s the thing:
- They aren’t winning by shouting the loudest.
- They’re winning by helping buyers who are ready to switch.

Let’s look at 3 BOFU lessons we can steal from Postmark and apply tomorrow👇

BOFU Lesson #1

Competition pages, but make them self-aware

Postmark has a whole lineup of blogs, like:

“5 SendGrid alternatives (recommended by a SendGrid competitor?!)”

They acknowledge they are biased — and somehow become more trustworthy because of it.

Example:

​https://postmarkapp.com/blog/sendgrid-alternatives?utm_source=chatgpt.com​

Why this works:

• Captures high-intent searchers (people ready to switch)
• Buyers see their tool sitting next to alternatives
• They control the narrative

💡Note: Don’t be shy about naming your competitors. Content Strategy is a game of intent — and BOFU buyers search with receipts.

BOFU Lesson #2

Migration is the real conversion

No one is excited to switch systems.

People are scared of:
❌ Broken links
❌ Account disruption

Postmark treats migration as a content product:

• Clear onboarding guides
• “Switching from X to Postmark?” resources
• Docs that answer “Will this break?” before you ask it

Example: https://postmarkapp.com/manual?utm_source=chatgpt.com​

💡Note: My personal realization after observing Postmark's content strategy: BOFU isn’t about hype.
It’s about reducing anxiety. It should be like therapy. For buyers.

BOFU Lesson #3

Product updates that speak like a marketer, not a developer

Most release notes sound like: “v7.2.16-patch-latency-blah-blah is live.”

Postmark takes a different approach. Their product updates always translate what they shipped into why it matters for the buyer.

For instance:

“Making AI assistants better at email” → Not just “new API hooks added,” but:
→ AI tools like ChatGPT can now pull Postmark docs + send test emails for you.​
→ Result: You integrate faster
​(And they share step-by-step actions so the user feels in control.)

Example:

​https://postmarkapp.com/updates?utm_source=chatgpt.com​

💡Note: Every product update is a mini-sales asset. If it doesn’t connect to business outcomes, it’s just… internal documentation wearing lipstick.

TL;DR

• Postmark focuses on buyers who are ready to switch
• They publish self-aware competitor comparison pages
• Their migration content removes the fear of switching
• Product updates translate features into business value
• BOFU = confidence > clicks

🗂️ More on BOFU Content from SaaS Splash Bulletin Archive

• ​My BOFU Content System - Revealed!​
• ​3 Landing Page Types to Drive Leads [Templates and Examples Included]​

My BOFU Content E-book (Updated) is launching soon! New chapters will be related to: BOFU strategy other than comparisons and alternatives ROI of BOFU content - how to map the impact AI workflows to scale your BOFU content strategy If you already own it, you'll receive an email with a discounted buying link by Monday! Get it by Sunday EOD to Avail The Discount

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Onwards and upwards,

Sreyashi

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