bofu-content-strategy
Installation
SKILL.md
BOFU Content Strategy
Bottom-of-funnel (BOFU) content targets buyers who have evaluated solutions and are close to a purchasing decision. They're asking: "Is this the right tool for us?", "Can I trust this company?", "What will implementation look like?", and "How do I justify this to my boss?" BOFU content removes the final objections and gives buyers the proof they need to commit.
BOFU content has the highest conversion rate and the highest sales utility of any content type. Every piece of BOFU content should be usable by the sales team in active deals.
BOFU Buyer Psychology
| What they're doing | What they need | Content that delivers it |
|---|---|---|
| Building a business case | ROI proof, cost justification | ROI calculators, TCO comparisons |
| Getting executive buy-in | Evidence that similar companies succeeded | Case studies with named companies and metrics |
| Evaluating implementation risk | Proof it's not painful to adopt | Implementation guides, timeline documents |
| Addressing final objections | Answers to security, compliance, integration concerns | Security docs, compliance pages, integration specs |
| Comparing final 2-3 vendors | Clear differentiators for their specific situation | Detailed comparison pages, custom demo content |