Focus on bottom-of-the-funnel (BOFU) content because it generates SQLs quickly. This provides clear attribution and impresses leadership, offering a faster path to proving value and career advancement for marketers than top-of-funnel metrics like traffic or email sign-ups.
Before committing to a large content project like a 2,000-word article or a webinar, validate the core idea with a short LinkedIn post. Strong engagement serves as a reliable leading indicator of audience interest, allowing you to focus resources on topics that are proven to resonate.
For products with multiple use cases, like Salesforce, content must reflect the buyer's specific role. To a Chief Data Officer, Salesforce is an order management tool; to a Head of IT, it's a customer service automation tool. This targeted positioning is crucial for creating effective bottom-of-funnel content.
To create high-quality content without constantly chasing internal experts, conduct a single, intensive knowledge extraction upfront. Consolidate insights from sales, customer success, and product into a central dashboard. This allows the content team to operate autonomously while staying aligned with core business knowledge.
Apply the traditional marketing funnel framework to your social media strategy. Posts can be categorized as top-of-funnel (broad, motivational), middle-of-funnel (tactical, educational), or bottom-of-funnel (direct calls-to-action for demos or calls). This provides a simple yet effective structure for nurturing an audience.
While competitors chase high-volume top-of-funnel keywords, a significant opportunity exists in low-volume, high-intent bottom-of-funnel searches. Focusing on buyer intention rather than search volume allows marketers to capture solution-aware prospects with less competition and generate more qualified leads.
Instead of starting with keyword research, use "feature mapping." Break your product down to a feature level, map features to specific customer pain points, and then map those pain points to an ICP. Keyword research becomes the final step, ensuring all content is inherently product-led and customer-focused.
Instead of repurposing all content, identify the specific bottom-of-funnel (BOFU) pieces that already convert well. Turn these assets into multiple formats (e.g., blog into a YouTube video) and cross-link them. This creates a powerful, self-reinforcing ecosystem around your most valuable, lead-generating content.