You've already cast a wide net with your top of funnel content, bringing potential customers to your blog. Your middle of funnel content is on point, bringing loyal readers back for more. Now, you're ready to convert clicks to sales with an engaging bottom of funnel blog post.
Your bottom of funnel content is geared toward your customer base that is already interested in your platform and looking to buy. They’re already reading your blog, so the bottom of funnel content is there to drive them to action, such as making a purchase.
There are three general categories for bottom of funnel content that you can create on your blog:
Read on to see some inspiration for your own bottom of funnel blog posts and start converting readers into customers!
Comparison pages are essentially “this vs that” style blogs.These compare products or services that your customer base might already be putting head-to-head.
A comparison page will help them make the best choice for them (and you!). Here are some prime examples of comparison pages.
Here Adobe gives its readers a comparison of social media content marketing strategies involving photo and video.
SinceAdobe has both photo and video editing products, the company uses this blog postto entice social media marketers to invest in their products.
This is an example of a company comparing their services to a competitor.
This is a bold move, but Mailchimp is no stranger to these comparison pages.In fact, they have several others to make sure they have their bases covered.
In this bottom of funnel blog post by Shopify, you can see an effective example of a comparison page that takesan “alternative to X” format.
Companies can use these posts on their blogs to offer their product or service as an alternative to something that a customer might already be familiar with. The company may list other alternatives, but makes an effort to highlight their product.
Shopify places itself as number 1, of course. This is the list item that customers will see first. Therefore, it’s the item that they are most likely to engage with.
This is another example of a company comparing itself to a competitor, but this time on a landing page.
Ghost uses neat tables and punchy graphics to illustrate how it is similar to and different from Wordpress.They only use comparison points that they can say “yes” to.
Ghost also has a landing page solely dedicated to positioning its product as an alternative to several others. This Offers an even more complete comparison page.
Dermstore compares 8 different moisturizers that are all available for purchase in its store in this listicle-style blog post.
This is a great option if your business has a variety of similar products that you can provide insight on through a comparison page.
Using expert advice from a skincare aficionado, Dermstore gives its readers a detailed breakdown that is thoughtful and concise.
It’s also full of links where customers can purchase their desired product. Genius!
REI’s series Good Gear elaborates on different REI products and how they stack up against one another.They also highlight innovative new products.
This is an example of a bottom of funnel blog post that compares products without any tables or list items. It reads more like an essay, simply mentioning product alternatives and the pros and cons of each.
This type of blog is far more subtle, and even conversational. It’s an invitation to REI customers to explore different options without it taking on an obvious “this vs that” tone.
The customer stories format includes riveting stories from customers about how they’ve used your product or service. These are first-hand accounts from buyers.
They are effective in creating trustworthy testimonials that are far less “sales-y” than a cut-and-dry advertisement.
Customer stories allow your audience to connect with your product on an emotional level. The goal of these blog posts is to give your product life.
Your customer will be able to see themselves using the product, encouraging them to make the investment themselves.
Great Jones has mastered the art of telling customer stories on its blog.
The posts are incredibly beautiful with soft color schemes and high-resolution photos.Meanwhile, the writing flows so smoothly that you will reach the end wishing there was more.
This post in particular showcases musician Betty Who’s love of baking, which she developed in the wake of the pandemic. It’s conversational, sweet (literally and figuratively), and captivating.
Patagonia has an entire blog dedicated just to customer stories. These stories are beautifully-written tales about the great outdoors. They feature relatable people embarking on amazing adventures.
This story about a Colorado ski town’s mountain-bike club has a healthy dose of grit. It also inlcudes vibrant photos to aid the narrative.
Does this bottom of funnel blog post explicitly mention Patagonia’s products? No, not once.
Does it tell a story that makes you connect with the essence of the brand? Absolutely.
Miro has a variety of customer stories thatpersonify how the company has helped customers.
This blog post’s snappy headlines and engaging copy are effective in making readers dive into the SaaS company’s journey. That helps the audience decide if they should make the switch from Google Suite to Miro.
Unlike Great Jones and Patagonia, this customer story from Miro is much more explicit. It takes readers into the different specs of the software.
The story format here works flawlessly. It makes the information easier to understand with the occasional infographic and screen grab to show how the product works.
Filed under Dropbox blog’s “Made in Dropbox” tag, this bottom of funnel blog post tells one user’s personal story of using the company’s service.
This user created high-profile historical archives that have a social impact. The first-person account used in this post is a great example of effective interviewing and storytelling.
You might not have thought that Microsoft would be connected to empowering frontline workers.However, this blog post bridges that supposed gap.
This is an example of using an emotional story to connect to a current social issue people are already reading about.
This bottom of the funnel blog post stands out from the pack because of its accompanying YouTube video embedded at the top.
Some blogs are heavily focused on including gorgeous photos to highlight their product. However, Evernote chooses an equally appealing video format to do the same.
Additionally, the writer’s casual tone will make you feel like you are chatting with your BFF!
Madewell uses its bright and cheery blog to tell fashionable customers’ stories about how they wear the brand’s clothing.
These posts are short, sweet, and oh-so-stylish. Better yet, they often feature big names like Sohla El Waylly and Antoni Porowski.
This way, readers get to see how their favorite personalities style Madewell clothing.
Customer stories use flowery language and might pull on your heart strings.
On the other hand, case studies dive into the specifics of how a company’s product made an impact on a customer.
Stories are great at making a reader connect emotionally with your product. However,you also want to balance those stories with case studies that elaborate on how your product actually works.
This bottom of funnel blog post lays out the specifics on how Carta was able to use Asana to keep employees on task as the company was rapidly growing.
The article lays out the problem that Carta had and how Asana helped solve it.
Oracle uses a simple outline for this blog post:
It gets straight to the point on how Zoom utilized its services. It also explains which products were beneficial for an effective and easy-to-read customer case study.
Using crisp photos and pops of bold text, OH Partners shows off its branding chops with this vibrant customer case study.
Although this isn’t a typical blog post, the format could easily be adapted to a blog that focuses on visual representations of data.
Did you know that Twitter uses Google Cloud? It’s okay, I didn’t either!
This customer case study uses infographics to illustrate how these two tech giants work together seamlessly.
Red Hat offers a longer and downloadable case study. It gives a clear picture of how its technology was game-changing for Argentina’s Ministry of Health during the pandemic.
This gives real-world solutions to complex problems. Better yet, it pitches other products to potential customers.
This text-heavy bottom of funnel blog post is a no-frills example of an effective customer case study.
It has clear data and a neat bullet-pointed list of AWS benefits that Discover received.
Plus, there’s a helpful breakdown of AWS products at the bottom. This allows the reader to learn more about them and hopefully get closer to making a purchase.
IBM does a great job of blending soft storytelling with hard data in this bottom of funnel blog post. They discuss how IBM’s consulting helped the State of Rhode Island’s public health department deal with the pandemic.
There’s even a quick YouTube video to accompany the data. This is presented in a visually appealing fashion.
Now you’re equipped with a balance of examples of comparison pages, customer stories, and customer case studies.
This means your bottom of funnel content is about to get an upgrade. Use these blog post examples as a guide to see what can work for your brand.
Need to write other types of blog posts? Check out our articles on: