What if your content could attract only the relevant sales-ready buyers and leads? Sounds like an awesome dream right? But, genuine buyers who do not waste your time are hard to find.

But if you plan to do that for your B2B agency, the cost per click for such ads can be as high as $35! That is equivalent to buying 35 lottery tickets! And let’s face it; they both have the same odds.

So is there a way to do it for cheap?

The answer to this is BOFU content- Bottom of the Funnel content. This refers to the content that only resonates with your target audience. This way the content created is less but a perfect fit for the target. It is basically created for people who want many people to read their content but attract only the qualified leads.

41% of B2B marketers say they always or frequently craft content based on specific points of the buyer’s journey (source).

That means more than half of the B2B sales agencies do not curate BOFU content.

Before understanding BOFU content, let me ask you a question. How many times have you filled a form after reading a blog? -Hardly once or twice after reading
a really great piece of content, right?

That brings me to my next question.
What do you search for when you go out to buy something?

Before making a fairly huge investment, we are overly cautious.

92% of buyers say that content plays an important role in their buying decision.

But there is also a bad news. 1 in 2 buyers report that they usually receive content irrelevant to their pain point. So at which stage does content development comes into play?

Let’s say you are planning to buy a new phone. These are the steps any normal person would follow

1. Research

Before buying a new phone you would first research the features it has. The processor, the camera quality, the battery life, and so on.

2. Reviews

After learning about the features you will go on and look at the reviews as the word of mouth affects the buying decision the most.

3. Pricing

Next, you’ll research about the pricing, the offers, and discounts available.

4. Alternatives

Lastly, you’ll look for alternatives. You will compare the features, reviews, and prices of phone A and phone B and then make the buying decision.

So these steps are common for a majority of buyers. Thus curating content based on these points is really effective.

67% of B2B marketers always or frequently focus on creating content for their audience vs. their brand (source).

Ask yourself, “What will the buyer search before buying my product or service?”

For context, let me give you some tips and tricks to improve your content in B2B sales

The best XYZ in….

For example – The best marketing agency for B2B sales

Price comparison.

Everyone compares prices. Some industries may be more price-sensitive than others.

Steal search.

You can actually steal search by just mentioning their name. For instance-‘ An alternative to hubspot attracts not only the people who are searching for alternatives to hubspot but also the ones who are researching about it.

Easy ranking

For those who have no idea but SEO, don’t worry! XYZ + city is one way of easily ranking in the top 3 top searches. If I market myself as a B2B sales agency –Delhi, even though it appears in limited searches, I might surely connect with someone who is looking for this service in Delhi.

Competitor keyword search

This is yet another easy way of getting attention from buyers. When you use the market leader’s name as a keyword you not just steal search but also get a chance to show the buyers a comparative study between the two.

For eg –“Is XYZ the new substitute for the iPhone?”

Apart from this it is important to create an audience base or a target market.

92% of organizations most successful at B2B content marketing say their organization is focused on building audiences.

The following are steps that you can follow to attract qualified people at the end of their buying stage.

Akshat Kharbanda
Struggled with B2B leadgen for 3.5 years. Took 1.5 years to perfect a system that throws out hot leads at the end.
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BizAmps is B2B marketing consultancy based out of India. The team is spread across Delhi NCR, Chandigarh & Mumbai