What Is Bottom Of Funnel Content? Definition & Guide

Bottom-of-funnel (BOFU) content is content designed for buyers who are in the final stages of a purchase decision -- actively evaluating options and close to making a commitment. Unlike top-of-funnel content that builds awareness, BOFU content helps prospects validate their choice, overcome final objections, and take action. Examples include case studies, comparison pages, demo landing pages, pricing pages, testimonials, and ROI calculators.

Why Bottom-of-Funnel Content Matters

Most content marketing investment goes toward top-of-funnel awareness content. But the content that directly contributes to revenue is bottom-of-funnel. A single well-crafted case study or comparison page can influence multiple late-stage deals simultaneously -- working in the background while sales conversations progress.

BOFU content shortens sales cycles. When prospects can self-serve answers to their final objections -- through case studies that address their specific industry, comparison pages that address their competitive concerns, or ROI calculators that make the business case for them -- deals move faster and close more often.

Sales teams depend on BOFU content. Having a library of relevant case studies, one-pagers, and competitive battle cards gives salespeople the right asset for every late-stage conversation. Without this content, deals often stall because prospects cannot get the reassurance they need without waiting for a custom proposal or reference call.

How It Works

BOFU content is built around the final questions buyers ask before deciding: Is this the right choice for a company like mine? How does it compare to the alternatives? What results can I realistically expect? Can I justify the cost internally?

Case studies address "will it work for me?" by showing it worked for similar companies with specific, measurable results. Comparison pages address "is this better than the alternative?" Pricing pages and ROI calculators address "is it worth it?" Testimonials and review aggregation address "what do customers like me say about it?"

The key to BOFU effectiveness is relevance. A technology company CTO reading a case study about a healthcare organization does not see themselves in the story. Building a library with coverage across industries, company sizes, and use cases ensures that every late-stage prospect can find something that mirrors their situation. Averi helps teams plan and prioritize BOFU content gaps -- identifying where the library is thin and what assets are most needed to support pipeline.

Bottom-of-Funnel Content Best Practices

• Map every major buyer objection and ensure you have content that addresses each one
• Build case studies across your primary industries and company size segments
• Create comparison pages for your top 3--5 competitive scenarios
• Include quantified results in every piece of BOFU content -- specifics are what build confidence
• Make BOFU content easy for sales to share -- create shareable links, one-page summaries, and PDFs
• Track which BOFU assets are used in closed-won deals and prioritize creating more of that type

Related Resources

• Case Study Template
• Comparison Page Template
• Marketing Funnel Guide