How to Write BOFU Content That Converts

April 16, 2021
Ugi Djuric

Bottom-of-the-funnel (BOFU) content is one of the best ways and strategies to get your ROI from content quickly.

It’s the type of content we love the most for two simple reasons:

– It’s easy to rank on Google
– It converts well

When it comes to rankings, the speed of ranking, of course, depends on the particular keyword,  but usually, even the brand new domains can rank for those keywords in 2-4 months and with 2-3 high-quality backlinks.

When speaking about conversions, if you do a great job and follow the principles I’m going to discuss in this article, you can expect between 5-20% conversion rates, depending on the industry.

Meaning, out of every 100 people who read your article, 5-20 of them will subscribe, schedule a demo, or become your lead.

Pretty impressive, right?

But how do you accomplish this?

In this article, I’m going to show you:

And as a bonus, I’m going to talk a little about BOFU content distribution.

“The bottom of the funnel really should be your top priority in 2021.  This is, essentially, the ‘low hanging fruit’ which includes the decision making process and, so, contrary to popular belief, is the easiest part of the funnel to convert.  I’m not saying you should ignore your other levels but, if you turn your funnel upside down in terms of focus, you’ll be bottoms up when it comes to ROI and conversions” – Milosz Krasinski, International SEO Consultant, Speaker & Blogger at miloszkrasinski.com.

Let’s get started.

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How to do excellent BOFU research

Let’s first talk about the KW research and identifying BOFU keywords and topics to write about.

But first of all, what’s the BOFU content? What are the BOFU keywords?

As its name says, BOFU keywords are usually searched by people who are almost immediately ready to buy your product.

Before all, that’s the main reason why BOFU content has the most considerable conversion rates.

So, if you’re a SaaS business, what could be the BOFU keywords for you?

The first thing you want to do is try to search for [Competitor] Alternatives keywords.

Click here to learn more SEO techniques.

Those keywords could be, for example, Mailchimp alternatives, Appcues alternatives, Clickfunnels alternatives, and so on.

So write down the names of 15-20 most prominent competitors, add the word “alternatives” behind, and find keywords in the SEO tool you prefer.

Another type of BOFU keywords are the category keywords such as Best tools for cold email outreach, or something like; best Shopify review apps, and so on.

If you’re in some other space rather than SaaS, for example, in eCommerce, then BOFU keywords could be:

Best shoes for mountain running

Or something like:

Best microphone for remote podcasts.

When you type down “Best shoes for” in Ahrefs, you will get over 18.000 keywords:

The best part?

Many of them are easy to rank with a lot of search volume.

See, for example, Best shoes for jumping rope.

It has over 4000 search volume, while the difficulty is only 2.

Pretty tremendous and quick win, don’t you agree?

On the other hand, BOFU keywords are usually long. So additionally, you want to search for long-tail keywords with 4,5, or more words.

Keep in mind that this type of keyword has less search volume (sometimes SEO tools such as Ahrefs, SEMrush, and others, won’t even show the volume).

But don’t let that discourage you.

You will get less traffic (for example, around 100-200 visitors/mo per article), but the conversion rates would be HIGH.

Meaning that you would get 10-15 leads each month.

Convert that to money.

If your average price is $49/mo -> one article will, each month, generate you over $500 in new MRR.

After 12 months, just one article would add you $6000 in MRR.

Multiply that with the amount of BOFU articles you write.

So, is it worth it?

It is.

So, now we have a list of 15-20 high-intent BOFU keywords.

Now what?

Now we approach the writing phase.

How to write BOFU content that converts

Writing content is such a broad topic. So we definitely can’t mention everything here.

So, a couple of content marketing hacks here:

The most important thing is, especially if you’re, for example, comparing different tools and products, BE OBJECTIVE.

No-one likes to read self-promotional articles.

For example, inside one of the articles that we wrote, Clickfunnels alternatives for GetResponse, we publicly stated that despite GetResponse being our tool, we’re going to evaluate it honestly.

And, we did that:

Inside the article we wrote for Vitals, you can see that we emphasized our clients’ strengths:

If you’re writing about physical products, then briefly explain the pros and cons of each product.

The second point to keep in mind while writing BOFU Content is to provide actionable takeaways to your readers.

So, okay, what’s the best Clickfunnels alternative for me? What are the best running shoes for me?

For the first example, write down which Clickfunnels alternative is best for certain types of businesses.

Such as in this example:

In the running shoe example, you can go with something like If you’re running on wet terrain, then shoes X would be the best; If you’re looking for something cheap yet effective, then shoes Z are the best choice.

And so on.

How to optimize your BOFU content for conversions?

So, how do you optimize your BOFU article for conversions?

Again, if you’re writing an article on the best Mailchimp alternatives, then focus on your strengths. Use 2-3 Call to action buttons, one at the beginning (right below the TL;DR section; one inside the middle after overviewing your product, and one at the end).

At Contenthorse, we also like to do when writing this kind of article is using exit-intent pop-ups.

When someone reads a Mailchimp alternatives article, he decides to leave the page, we like to use exit-intent popups.

When they try to leave, an exit-intent pop-up will tell something like, Hey, looking for the best MailChimp alternative? Schedule a quick 10-minute call with us to see if GetResponse meets your needs.

Or for example;

Hey, unlike Mailchimp, we’re an all-in-one marketing toolkit for your business for a more cost-effective price. Check our product with a 30-day free trial. No credit card required. You have nothing to lose!

Overall, make sure that your article is engaging and objective (as stated above). With a bit of pop-ups, you should get high conversion rates (5-20% per article).

And, now we approach the bonus section.

How to distribute your BOFU content?

There are two approaches I like to use;

The first and the most effective one is Google Adwords.

So, until you rank 1st on Google for your focused keyword, you can run PPC ads and get traffic.

In this way, you can test your article and see how well it performs conversions without waiting for 2,3 or 4 months to rank.

You can also try brand hijacking -> running PPC ads on the competitors’ branded names, but by our experience, this type of traffic tends to have fewer conversions since the search-intent isn’t quite the right.

The bottom line

I’m sure that, by now, you understand the power of BOFU content and realize the results it can bring to your business.

To quickly recap:

  • Do excellent research, and find high-intent BOFU keywords. They’re usually longer and easy-to-rank.
  • Write a great BOFU article, but remember to be objective and provide actionable takeaways for your readers so that they can convert.
  • CRO plays an important role. If they’re not converting on their own, consider adding more CTAs and exit-intent popups.
  • Don’t wait for the traffic to come on its own. Distribute your content across Google Adwords for the beginning, so you can get the results early on and test your conversions.
Ugi Djuric
Ugi Djuric is the Founder of Contenthorse - an all-inclusive content marketing agency for B2B SaaS companies, and founder of Podino - podcast booking agency. He loves writing, growing businesses, walking around with his two dalmatian dogs, and tasting new beers.

About the Author

Ugi Djuric
Ugi Djuric is the Founder of Contenthorse - an all-inclusive content marketing agency for B2B SaaS companies, and founder of Podino - podcast booking agency. He loves writing, growing businesses, walking around with his two dalmatian dogs, and tasting new beers.