In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén welcome Lashay Lewis, founder of Authority Plug, to unpack the often-overlooked world of bottom-of-funnel (BoFu) content. Lashay dives into the critical role BoFu plays in converting traffic into actionable leads, explaining how many companies miss out by focusing solely on top-of-funnel content. She highlights the common pitfalls, like content and product teams working in silos, that can hinder a seamless customer journey.
Lashay shares her process of bridging gaps between product and content teams, fostering cross-functional communication, and creating alignment across departments. She emphasizes the importance of quality over quantity, urging companies to focus on depth and specificity in BoFu content to resonate with well-informed leads at the decision-making stage. Lashay’s approach, developed over years of consulting, relies on clear frameworks and templates that simplify this complex process.
Listeners will walk away with actionable insights on building effective BoFu strategies, identifying high-revenue keywords, and integrating tracking methods to optimize conversions. Lashay’s expertise sheds light on the nuances of creating content that truly engages and converts, helping marketers elevate their strategy by aligning product capabilities with customer needs.
Featured Guest
Name: Lashay Lewis
What she does: Content Strategy Advisor | Founder
Company: Authority Plug
Noteworthy:
Lashay is a seasoned content strategist specializing in bottom-of-funnel (BoFu) marketing. She started in content at a young age, gaining unique expertise in bridging content and product teams to drive conversions for B2B SaaS companies.
Featured Guest
Key Insights
Bridging Content and Product Teams for Bottom-of-Funnel Success
Lashay Lewis underscores the need for cross-functional alignment between content and product teams to optimize bottom-of-funnel (BoFu) content. Many companies struggle to convert top-of-funnel traffic into actionable leads because their BoFu content lacks depth and relevance. By fostering communication across teams, Lashay helps organizations align on what buyers need to make final purchase decisions. She advocates for collaborative workshops with stakeholders from sales, content, and product, allowing them to collectively map out pain points, key product features, and customer personas. This alignment not only enhances content quality but also ensures that BoFu content addresses specific customer needs and is well-suited to drive conversions.
Quality Over Quantity: The Key to Effective BoFu Content
Lashay challenges the misconception that more content equals better results, especially in BoFu strategies. She emphasizes that at this stage, quality trumps quantity. BoFu content must be precise, directly addressing customer pain points and highlighting product capabilities that offer tangible solutions. Instead of flooding audiences with multiple posts, Lashay recommends a focused approach—publishing just a few high-quality pieces monthly that are deeply aligned with buyer intent. By concentrating on granular, customer-centric details, this approach boosts engagement, supports longer session durations, and increases conversions, offering companies a high return on their content investment.
Data-Driven BoFu Content: Tracking Success Through Strategic Metrics
Lashay highlights the importance of tracking specific metrics to understand the effectiveness of BoFu content. Unlike top-of-funnel content, which may take months to influence conversions, BoFu content is much closer to the conversion point and thus easier to track. She advises clients to set up Looker Studio dashboards to monitor which BoFu pieces drive demo signups or lead conversions. This data-driven approach allows companies to see which content resonates most with high-intent buyers, helping them prioritize efforts and improve ROI. By focusing on first-touch or last-touch attribution, companies can gain clearer insights into what is moving the needle and make informed decisions for future BoFu strategies.
Episode Highlights
The Importance of Understanding Customer Intent in BoFu Content
Lashay emphasizes the importance of understanding customer intent at the bottom of the funnel (BoFu). She explains that BoFu content should directly address specific customer pain points, as leads at this stage are well-informed and ready to make purchase decisions. Rather than presenting broad or introductory information, BoFu content must demonstrate how a product meets particular needs. This approach, Lashay notes, aligns content strategy with buyer behavior, making it essential to track customer intent closely.
“Somebody that’s that far down the buyer’s journey is very aware of their problem… now it’s up to you what you’re gonna do to position your product as the solution to their pain points.”
Navigating Small, Scrappy Teams in BoFu Content Creation
Lashay shares advice on creating impactful BoFu content with limited resources, especially for smaller teams. She discusses the challenges scrappy teams face, such as limited budgets and time constraints, yet highlights how these teams can still achieve high-quality results by focusing on strategic content that directly addresses buyer needs. This approach requires balancing efficiency with the precision needed for BoFu content, allowing small teams to deliver meaningful insights despite limited resources.
“She is so good at making bottom of funnel content… and she has so many great ideas on how companies can do this with really small, scrappy teams with limited resources.”
Operationalizing Weaknesses to Build Strong BoFu Systems
Lashay discusses how embracing and operationalizing personal or team weaknesses can lead to stronger BoFu systems. She shares her own experience of creating content frameworks and templates to compensate for her dislike of writing, which evolved into a structured process that supports both her and her clients. This strategy helps BoFu content teams streamline their approach and create repeatable, quality-driven outputs, transforming what might be seen as a limitation into a valuable asset for content creation.
“I hate writing… but I didn’t let that stop me. I said, no, let me build some frameworks around the thing that I’m terrible at, because this helps me…and it helps a lot of other people, too.”
The Misconception of High-Volume Keywords in BoFu Content
Lashay clarifies a common misconception in BoFu content strategies: prioritizing high-volume keywords. She argues that while high search volumes may be effective for top-of-funnel content, they aren’t necessarily valuable for BoFu. Here, the focus should be on low-volume, high-intent keywords, as these more precisely match the specific needs of buyers ready to convert. Lashay stresses that search intent matters more than volume at the BoFu stage, advising content creators to target keywords that address specific customer pain points rather than casting a broad net.
“It’s no longer about…does this keyword get 20,000 searches a month? It’s about quality and intent… The quality of the content and the intent of the search. That’s what it’s about.”
