Stairs going up and down representing the content marketing funnel
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Started at the bottom now we’re here: why early-stage SaaS should start with BOFU content in 2024

If you’re an early-stage SaaS, you're focused on nailing sales and staying afloat. Learn how BOFU content will get you there faster than brand campaigns or deep-dive white papers.

How many people do you think are reading about financial products or payment solutions for fun? The truth is…no one. Especially in today’s economy. 

Your customers, whether they’re individuals or enterprises, haven’t just stumbled upon your website because they have some spare time. They're hunting for clarity, solutions and, let's be honest, results. 

Your content should meet your audience where they’re at. Especially if you’re spearheading an early-stage SaaS. Right now, you're more focused on nailing sales and staying afloat than building a legacy.

My two cents? BOFU (bottom of the funnel) content will get you the sales qualified leads you’re after much faster than swanky brand campaigns or deep-dive white papers.

As a B2B SaaS copywriter, I've seen too many early birds get distracted by flashy brand marketing and completely miss opportunities for (highly profitable) direct sales-focused content.

Starting with BOFU content could be the smartest move for SaaS startups in 2024. This post is going to explain why.

Isn’t BOFU at the end of the funnel?

Technically, yes. 

But every customer isn’t going to find you at the same point in their search or with the same level of awareness.

Generally, the advice is to publish a mix of content all the time (a good content strategy should map this out for you), but as an early stage SaaS? Things are different.

Every click and conversion is gold.

Content marketing funnel for B2B SaaS

Content marketing shouldn’t just be about consistently pumping out blogs, case studies, ads and white papers. The results come when you focus on creating the right content. And when you're in the throes of launching and scaling your SaaS business, BOFU content isn't just helpful – it's essential.

Let's break it down. Think of your typical customer journey as a roadtrip to the beach…TOFU (top of the funnel) and MOFU (middle of the funnel) content are your scenic routes – they're important for brand awareness and engagement. 

But BOFU? It’s your express lane to crystal clear water. Where potential leads turn into paying customers. 

Why? You’re targeting customers who are already considering your product. These are not window shoppers; they’re in your store, ready to buy – they just need that final push. 

I’m not saying you should bombard your audience with sleazy sales pitches.

Done well, BOFU content builds trust and shows value. By addressing specific pain points, you can offer tailored solutions that resonate with those teetering on the edge of 'yes' or 'no'. It answers their last minute questions, alleviates their doubts and gives them that final nudge towards a confident purchase.

And why wouldn’t you want to focus on the low hanging (more cost-effective) fruit early on?

This kind of content will help you convert those looking to make a decision and make sure you’re being found by your ideal client.

In today’s tight economy, where you have to justify every marketing pound, starting at the bottom of the funnel and working your way up is smart.

So, before you come back from the holidays ready to pour resources into a new brand campaign or a 20-page white paper, ask yourself: are you utilising BOFU content to its full potential?

If you’re under pressure to deliver leads to the sales team (that are accurately qualified), I recommend starting here.

How a B2B SaaS copywriter uses BOFU to turn leads into customers

So how does BOFU content convert leads into customers? And more importantly, how can it help you smash your marketing KPIs?

BOFU content is your sales team’s best friend. Instead of flooding your colleagues with hundreds of leads who fail to turn up to the demo or ghost account managers, imagine delivering a goldmine of prospects that you know are ready to buy in the next three months. 

When you create genuinely helpful and persuasive content for a product aware audience, you can turn interest into commitment.

This content feels personal and talks precisely to the reader’s primary pain point; the number one reason they are looking to switch provider or find a solution. These customers know they have a problem and they want it fixed. Now.

It’s not a bland, salesy blog post full of irrelevant information. Instead, the copy makes the reader feel something. It tells them the story of how your product or service is going to make their life better and gives them a reason to buy now. 

Before you sit down to write, put yourself in your customer’s shoes.

They've got you on their shortlist, but remember, they're comparing you with your competitors. Your BOFU content needs to do more than just inform – it needs to persuade, to confirm that choosing you is the right decision.

This content, although more direct than thought leadership pieces, still needs to captivate. As a B2B SaaS copywriter, I believe BOFU content should be a blend of persuasive writing, factual information and genuinely address customer pain points.

Content that not only speaks to the head but also resonates with the heart.

The most effective types of BOFU content? Think product comparison blog posts, case studies, product alternative articles, infographics and use case blog posts. This kind of content involves detailed data, voice of customer research, number crunching and persuasive copywriting.

Personalisation goes a long way in BOFU content ­– customer interviews, surveys and research on forums like Reddit and Quora can help you write to address specific challenges and goals for your customers. I like writing BOFU content for each buyer persona or vertical my client is targeting.

For example, if I was writing for a B2B SaaS company selling project management software, I’d recommend creating a series of case studies (not just one) with customers for each of the sectors they target. This could be marketing agencies, construction firms and IT service providers. Each piece of content would detail industry-specific challenges, how the software helped solve them and data to back up the claims.

For blog posts and articles, I like to start by reviewing this list of proven topic starters for B2B SaaS business. They could help get your creative juices flowing:

  • How to speed up
  • Should you build or buy?
  • How to hire
  • How to select vendor for
  • How to get rid of
  • How to increase…with…
  • How to stop
  • How to eliminate
  • Guide to automating
  • Guide to integrating
  • 7 steps to fix. 

Remember, these readers are not cold leads. Targeting them with thought leadership content or explaining what your software does is pointless – nine times out of 10, this kind of content is too high level for your customer and is unlikely to generate sales in the short term.

Why 2024 is the year of BOFU content for SaaS companies

It’s not just you and me nervously looking at bills and expenses this year. Enterprises and companies are too.

The good news? At a time when competition is strong, decisions are weighed heavily and every penny counts, the case for BOFU is strong.  

Tight markets often trigger purchase decisions in a shorter timeframe compared with more stable economic conditions. Immediacy and value are king. Your customers, more than ever, are on a mission to find solutions that deliver quick and tangible results.

BOFU content is the sharp tool in your shed that cuts through the noise and speaks directly to the heart of the matter. It’s cheaper than a brand marketing campaign, events, or detailed thought leadership white papers.

When customers are ready to commit, BOFU content strategically offers the exact information and reassurance they need to make that all-important decision.

And when you add in the ROI pressures of an early stage SaaS company?

Starting with BOFU content is a smart, sales-driven decision that will give you conversions, growth and time to start thinking about your broader marketing approach. 

If you’re looking for a freelance B2B copywriter to create BOFU content in 2024, let’s chat.


Written by

Caroline Voaden
Stairs going up and down representing the content marketing funnel
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