Che cos'è il contenuto del fondo della canalizzazione (BOFU)?
Bottom of the funnel content (BOFU) refers to content targeted at visitors and prospects in the final stage of the buying process. It is the last content the prospect interacts with before proceeding to purchase your product or service.
The bottom of the funnel content is intended to persuade the prospect to purchase the product or service. However, it is not purely sales content since it still provides value to the prospect.
Specifically, bottom of the funnel content details the benefits of your product or service provides to the prospect while addressing any final objections that may be stopping them from proceeding with the sale. Some popular bottom of the funnel content include:
- Pagine dei prezzi
- Pagine alternative
- Pagine di confronto
- Product demo
- Testimonianze
- Casi studio
- Webinar
- Casi d'uso
- Recensioni
The bottom of the funnel content is one of the three types of content that make up a content marketing funnel. Specifically, a marketing funnel contains:
- Top of the funnel content (TOFU)
- Middle of the funnel content (MOFU)
- Bottom of the funnel content (BOFU)
Importance of Bottom of the Funnel Content
Bottom of the funnel (BOFU) content is critical because it directly influences the final decision-making stage of the customer journey. It is the final step in guiding a prospect from consideration to action.
Prospects who encounter the bottom of the funnel content are aware of their problem and have narrowed down their options. So, they rely on the bottom of the funnel content to assure them they are making the right choice.
This is why the bottom of the funnel content focuses on addressing customer concerns and encouraging visitors to choose your product or service over the competition. This helps to remove all doubts and pushes the prospect towards a conversion.
Bottom of the funnel content also helps build trust and credibility with the prospect. At this stage, customers are often looking for proof and assurances that your solution is the best fit for their needs.
This is why bottom of the funnel content typically consists of case studies, testimonials, product demos, and similar content that showcase the real-world success of your product or service.
Overview of the Bottom of the Funnel Content (BOFU)
Let us assume you run a Yoga studio and have an online course to teach yoga to beginner students who are interested in improving their health and wellness using yoga. This is what your content funnel would look like.
1 Contenuto della parte superiore della canalizzazione (TOFU)
You would begin with top of the funnel content (TOFU) that attracts beginners who are curious about yoga but may not know where to start. Here, you will focus on educational content that inspires and introduces the visitor to yoga.
So, you will publish content on keywords and topics like:
- What is yoga: What is yoga? A beginner’s guide to getting started
- Benefits of yoga: 10 amazing benefits of yoga for beginners
- Beginner yoga poses: 5 easy yoga poses for beginners
2 Contenuto del centro della canalizzazione (MOFU)
Now, you will create middle of the funnel content (MOFU) that engages visitors who are highly interested in yoga and are considering taking a course. This includes keywords and topics like:
- Online yoga courses: Top 5 online yoga courses for beginners
- Yoga courses for beginners: How to choose the right yoga course for beginners
- Yoga beginner course: What to look for in a yoga beginner course: A step-by-step guide
3 Contenuto della parte inferiore della canalizzazione (BOFU)
Once done, you will focus on the bottom of the funnel content (BOFU) to convert interested users into paying customers. This content will address their final concerns, showcase the value of your course, and assure your prospects that they are making the right choice.
For example, you will consider keywords and topics like:
- Beginner yoga courses: Why our beginner yoga course is perfect for you
- Yoga course free trial: Try before you buy: Sign up for a free yoga course trial
- Yoga course testimonials: What our students say: Testimonials from beginner yogis