BLACKSHIP ONE PRESENTS…
The Importance of BOFU Content Multipliers
Learn how we use BOFU content multipliers to help give our most valuable content a boost in organic search.
BOFU Content Will Drive The Vast Majority of Your Sales
In many of our tutorials we talk a lot about the use of BOFU content multipliers as an important part of our content marketing strategy here at our content marketing agency. In this post, I’ll explain in more detail, what BOFU content multipliers are and how we use them to expedite the growth of the websites we either own or manage.
Bottom of the funnel content is more valuable
Bottom of the funnel (BOFU) content is content that targets web queries where there is considerable buying intent behind the search.
If you’ve spent a lot of time in Google Analytics studying visitor behavior flow and attribution models, you’ll be able to weigh the value of each touch point within a buyer’s journey.
Early in my career as a content marketer, I noticed that my bottom of the funnel accounted for over 80% of all of my sales.
BOFU content is often created around low volume, but high buying intent keywords. The problem with BOFU content is that it’s easy to run out of keyword options early in your content marketing campaign.
Companies with small product catalogues will often quite literally scratch the bottom of this pool of keywords only a few months into their campaign.
I quickly realized that if I wanted to scale my sales quicker, the strategy wasn’t to acquire more traffic from top of the funnel keywords (which sometimes have $0.00 page value), but to double down on content targeting BOFU keywords instead.
How to double down on BOFU keywords?
I started doubling down on BOFU keywords early in my career as a content marketer because all of the tests I was running and all of the data I was collecting, was telling me the same thing. I disporportionate amoutn of my success was coming from a small selection of the content within my content inventory. However, it look a lot of losses before I finally came to this conclusion.
Testing regularly meant that I was losing a lot. Every time you test a challenger against multiple variants, there will only be one winner, which means more of your ideas will fail then win.
I discovered the power of BOFU content when I was running a web property in the film space that received millions of yearly views. I built the YouTube channel up to over 80,000 subscribers and with just a handful of videos I had millions of YouTube views as well.
However, at this time, I was mostly just picking keywords based on “gut feeling” and what I was personally most interested in. At this early stage of my career I was mostly just throwing darts at a dart board and some were sticking. However, this resulted in an overall boost to both my traffic and sales. And because I scaled traffic year after year, I got the point where I had a sizable amount of data to analyze.
With many millions of views I could parse the data and extract the most valuable insights with regards to the value of content in general, but more specifically which content types are the most valuable.
I remember being pretty shocked when I started looking at the data under a microscope. True to pareto’s principle, 20% of my content was producing 80% of the results. However, I somewhat expect that.
What I didn’t expect to find out, that some of my best performing content contributed nothing to my bottom line whatsoever.
I remember, we created a blog targeting the key-phrase “free dvd cover template” (which embarisingly still ranks to this day), which drove a huge volume of visits to the site. What resulted was that my traffic would increase, but my site’s overall conversion rate (CR) would decrease. I dug into Google Analytics and I disocered that this page had a page value of exactly $0.00.
I started digging around more. It turned out that I had a lot of this type of content within the site. Nice volume, but not registering within any attribution models.
I mistakingly though that my increases in traffic were resulting in my increases in sales. It turned out however, that it was the improved organic position of my BOFU content which was driving the lion’s share of my new revenue.
Essentially, I was noticing that the traditional “funnel” didn’t work the way most marketers told me it did. Not my funnel anyway.
In my early days, as a rookie content marketer I had to learn by being taught. However, as I progressed and built up popular websites, I was now able to look at my own huge stores of data and learn by doing.
This is when I learnt that my funnels looked very different from the generic funnels you see posted all over the internet. I was selling a relatively high priced product at the time ($500) and yet the majority of the people who purchased my product purchased within 1-3 days after finding out about my product.
In my case there wasn’t 20 touch points before the purchase. Users didn’t get introduced to my brand with my top of the funnel content and then naturally fall through the different stages of the buyer’s journey. Instead, most of my revenue was being generated by people who were looking for a solution to a problem, likely had their credit card in hand while doing a search on Google, found my BOFU content, and made a purchase decision pretty quickly.
At the time, this didn’t line up with what I was being taught by other marketers. But now I had a much more popular website than pretty much anyone else I knew, so I wasn’t reliant on hand-me-down marketing advice. I could now pull insights from my own data.
And this is when I struck gold for the first time.
During this time I started thinking a lot more about what my expectations and goals were for different content types.
I knew there was a place for TOFU and MOFU content and I could see it was performing other duties not directly related to sales.
As I mentioned earlier, although my sales and traffic were increasing in parrallel, my traffic was increasing at a rate higher than my sales. Also, at this time I didn’t ignore my TOFU content. In fact, my data was also showing me a strong correlation between my consistency of publishing TOFU content and my BOFU content’s ability to rank well in organic search (I’ll cover this correlation in another tutorial).
During this time, I became obsessed with figuring this riddle out.
3. Most people think you just get one chance at BOFU content
When you start the keyword research phase, you’ll start to build a list of different keywords. I cover the topic of keyword research in great detail here.
Often, when entrepreneurs find BOFU keywords, they plan one single piece of content around that topic.
However, using BOFU multipliers, you can essentially target the same bottom of the funnel keywords from different angles.
The three biggest benefits to doing this are:
1. BOFU multipliers allow you to target outlier keywords and phrases.
2. BOFU multipliers allow you to give Google multiple pieces of content to audition to see which one it likes best for the first page of results.
3. BOFU multipliers allow you to rank multiple pieces of content on the main page of Google therefore capturing a higher percentage of the search volume for that keyword.
However, it’s important when you do this that you don’t regurgitate old information. You need to find genuinely new angles to approach the topic each time. In the studies I’ve done for my own web properties, I’ve found that using even remotely similiar content will result in content under-performance.
You have to create BOFU multipliers from scratch each and every time.
At Blackship.One, we try to create a minimum of 3 pieces of content for each BOFU keyword we’re going after.
For example, our primary keyword “content marketing agency” has a search volume of 5500 monthly searches. However, we don’t want to put all of our trust in our homepage to be able to rank for that search term because when we look in the search results of Google, we can see that Google is not prioritizing homepage listings. It’s primarily showing listicles and case studies.
Therefore, rather than just relying on our homepage to rank for this search term, we’ve created three BOFU multipliers with the following titles:
1. The 6 Growth Hacks we Used to Scale our content marketing agency
2. A content marketing agency that picks topics like Buffett picks stocks
3. Our content marketing agency is average just hit 96% MoM growth
4. Get featured on third party sites
In the past, it hasn’t been uncommon for us to rank multiple times on the main page of organic results using this approach.
However, we’ve found we can increase the number of times our content shows up on the first page of organic results if we create content off-site. For example, if we guest post, create podcasts or publishing YouTube videos, our content targeting that keyword will be more likely to show up in organic search.
For example, we also run a game development website that sells a no-code game development course.
Within 3 months , we got this site ranking on the main page of Google for our primary keyword: “no-code game development course”.
However, using the BOFU multiplication technique, we managed to dominate the main page of search for this keyword. Our site ranks in position #1 and #2, Udemy ranks #3, and our off-site Reddit post ranks #4.
As you can see, out of the top 4 positions, we dominate three.
And we don’t stop here. We’ve also optimized our images to show up in organic image search. Similarly, our YouTube videos show up as top results in YouTube when people search for our primary keyword.
Essentially, anyone searching for this keyword, will be introduced to our product.
5. Publish BOFU multipliers monthly
At Blackship.One we make it a habit to publish BOFU multipliers monthly. I’ve talked about the importance of growing your link bait content in other posts on our website (like this post on content strategy). In that post, I talk about the dangers of chasing new awareness. It’s important to balance the acquisition of new awareness while, at the same time, exhausting BOFU angles.
High volume keywords are alluring, but they are often a trap. Unless you’re running a site monetized through ads, visitors shouldn’t be your north star metric. Remember, a site with 100 visitors and a 5% conversion rate is more valuable than a site with a 1000 visitors and .04% conversion rate.
Content planning conclusion
I hope you’ve enjoyed this post on the topic of BOFU content multipliers. If you’d like to learn more about our content marketing services, please contact us to schedule a free 45 minute consultation to learn how we can help you grow your company.
We Help You Grow Through Content
Blackship.one is a content marketing agency that helps hi-tech brands grow through the use of our organic growth playbook. We help with content planning, strategy, writing, publishing and SEO optimization. If you want to learn more about how we scaled a recent project to over 160,000 organic page views / month in 6 months, watch the video to the right. 🤝