Thinking you need more bottom-funnel content isn’t a solution to slow sales. It’s a symptom of a bigger issue.
Soooooo your boss is on your case because conversions are slow. Or maybe you are the boss, looking at the numbers thinking, “Let’s post another discount. That should help.”
If that sounds familiar, you’re not alone. When sales dip, the reflex is to crank out more bottom-funnel content. More calls-to-action. More “Buy now.” More “Talk to sales.” More “Did you see this product? How ’bout this one?”
But here’s the hard truth: Thinking you need more bottom-funnel (BoFu) content isn’t a solution to slow sales. It’s a symptom of another problem.
It’s usually a sign that your funnel is already too bottom-heavy. That you’re asking people to take action before they even know who you are, what you do, or why they should care.
And worst of all? You’re likely saying the same thing to the same people over-and-over until your funnel’s tired and your audience is numb to your messaging.
So let’s fix that.
The Symptom, Not the Solution
Let’s get something straight: bottom-funnel content isn’t the Joker or villain. It’s just not Batman who you keep casting it to be.
BoFu content is supposed to help people decide when they’ve already digested enough information. But when you treat every social post, email, and blog like a last-chance sales pitch, it starts to feel desperate in a “Why don’t you want me” sorta way, and your brand starts to feel hollow.
Think about it like this: If your entire content strategy is just shouting “Buy now!” louder and more often… You’re not building a funnel. You’re building a wall, and here’s what usually happens:
- Social content turns into a nonstop promo feed
- Email flows skip the warm-up and go straight for the kill
- Blog posts are just recycled FAQs in disguise
- And paid ads only retarget people who’ve already seen your stuff
When you do this, you’re not creating more demand. Instead you’re just squeezing the same sponge over-and-over hoping more water comes out.
The real issue? You’re mistaking a lack of conversions for a lack of bottom-funnel content, when what you actually have is a lack of context, trust, and storytelling.
What’s Actually Missing: Trust, Not Offers
More BoFu won’t fix your funnel if nobody trusts you yet. At this point, most small businesses don’t have a conversion problem.
- You have a trust problem.
- You have a brand clarity problem.
- A nobody-knows-what-you-do-or-why-you-do-it-better-than-your-competition problem.
But here’s some real talk: You can’t close what you never opened. And right now, you’re trying to seal the deal with people who don’t even know your name.
Let’s break it down with a little social math:
Everyone knows that one friend…
- You know, the one who only texts, or calls when they need something.
- You see their name pop up and immediately think, “What the ‘F’ do they want now?”
- That’s how your brand starts to feel when every post is a pitch.
Now think about your ride-or-die friend.
- The one who checks in just to check in.
- Who shows up when you’re going through it, no strings attached.
- That’s trust.
Your content should make your brand feel like that friend. Not the one who’s always selling. The one who’s always showing up. Because trust isn’t built in the pitch., and it’s built in the patterns.
And if the only pattern your audience sees is “Buy now!” or “See My Product” they’ll learn to ignore you.
What your funnel actually needs is content that:
- Helps your audience see themselves in your brand
- Explains the problem before pitching the solution
- Builds confidence before asking for conversion
- Creates consistency so trust can compound over time, so when you do ask for something (sale, signup, etc) they don’t have issues with it
Social. Blog. Email. YouTube. Even ads. Every channel is a chance to give people more reasons to believe in you, and not just reasons to buy.
The Fix: Build the Middle and Top
You don’t have a sales content problem. You have a brand starvation problem. The fix? Feed the top. Strengthen the middle. Let the bottom do its damn job.
Because here’s the play:
BoFu is your closer. But right now, you’re asking your closer to play every inning. You’re burning out your best sales content trying to get attention, spark interest, educate, nurture, and convert—when it was only built to finish the game.
Top-of-funnel (ToFu) and mid-funnel (MoFu) content are what make your closer’s job easier. They warm the room. They introduce the characters. They build the world your offer lives in.
Here’s what that looks like in practice:
- Instead of: “20% off this weekend only”
- Try: “How to tell if [this product type] is actually the right solution for you”
- Instead of: “Talk to sales now”
- Try: “Behind the scenes of how we make our products, and why it matters”
- Instead of: “Don’t miss this offer”
- Try: “What most people misunderstand about [insert category/industry]”
You’re not removing the ask, you’re just earning it first.
Content at Each Level of the Funnel:
- ToFu content that sparks curiosity, educates, or entertains
- This should be about 70% of your content
- Think: social posts, blog articles, how-to videos, mini case studies
- MoFu content that nurtures familiarity and showcases credibility
- This should be about 20% of your content
- Think: testimonials, product deep dives, founder stories, UGC
- BoFu content that has earned the sale/conversion
- This should be about 10% of your content
- Think: comparison pages, objection-handling ads, retargeting campaigns with urgency, or case studies framed around ROI
At the end of the day, when your ToFu and MoFu are doing their jobs, the BoFu doesn’t need to scream anymore, and it just closes.
Helpful hint: Creating quality content is time consuming. So focus on creating 5-8 super high quality pieces of content that can be repurposed across multiple channels. The fact of the matter, you don’t need 30 original ones, you need a small handful that can go the distance.
How to Know You’re Too BoFu-Heavy
Not sure if you’re leaning too hard on bottom-funnel content? Here’s your intervention checklist. If more than a couple of these hit… you’re not running a funnel, and you’re running a non-stop late night infomercial loop.
Signs You’re BoFu Heavy:
- Your social feed looks like a clearance rack. Nothing but promos, CTAs, and “Don’t miss this deal!” or product feature posts
- Every blog ends with a push to “schedule a demo” even when the reader barely knows what you do
- Your paid ads are all retargeting… but nothing’s working at the top because there is no top
- You’re seeing lots of clicks, but bounce rate is high, and conversions are flat
- You’re talking to the same people over-and-over because no one new is entering your funnel
- You’re not building any content around:
- Who your product is for
- The problem it solves
- Why you exist
- How your product is different from your competition
- What your values or perspective are
- Every campaign feels like you’re begging instead of building
Bottom-funnel content is easy to make because the intent is obviously. But that’s also what makes it so easy to overdo. And when that’s all you’re producing? You’re just following people around the internet yelling “Buy now!” like a desperate mall kiosk – which is a shit strategy (if you can even call it a strategy.)
You Don’t Need More BoFu & You Need to Build a Brand People Trust
If your funnel’s not converting, don’t slam more sales content into it like that’s the magic fix. That’s not a solution. That’s a panic response. You’re not failing because you don’t have enough bottom-funnel content. You’re stuck because you don’t have enough context, clarity, or connection.
You don’t need more urgency for a user to convert. You need more reasons for users to trust your brand.
Because when people know who you are, believe in what you offer, and see themselves in your brand… then you don’t have to push so hard to sell.
Your content should guide, not pressure. Teach, not beg. Remind people why they should care long before you ask them to click “Buy Now.”
The real flex? Building a funnel that closes because the top and middle did their job.
If you made it this far and still not sure if you have the right content mix, contact us to setup a free 30 minute meeting. Seriously, it’s free, and there will be no sales pitch at the end either.
