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Creating 100 pages of BOFU Content in seven days sounds unrealistic. Most SaaS companies struggle to create five in a week; how is it possible to create that much without sacrificing quality?
As you already know, BOFU or Bottom of the funnel content is content addressed to searchers with high buying intent.
The general belief is that this type of reader has gone through self-education (via TOFU and MOFU content on your blog or your competitors) and is searching for a product that solves pressing pain points.
The buyer persona that fits Bottom of funnel content includes CEO, VP of marketing, VP of sales, or other executives involved in making buying decisions.
Hence, when they stumble on your content, they don't want to read content like “What is a CRM?", "What is an SEO?" or any of that beginner-level stuff.
You must possess market and industry knowledge to create targeted content for your ideal customer. If that's the case, how's it possible for a company to generate 100 pages of in-depth content in 7 days without:
It’s possible, and that’s what we will be showing you today. Keep in mind that while you might be hearing about this strategy for the first time, It’s a no-tell secret among big tech companies that practice high-velocity content creation.
And once you know how to do it, you can retire deadline-chasing writers, while spending less and creating more content that’s guaranteed to rank high on organic search results.
Traditional marketers believe all prospects pass through a journey to becoming customers. The three stages of this journey are the TOFU, MOFU, and BOFU.
TOFU stands for top of the funnel. TOFU content are for searchers at the awareness stage. According to legendary Copywriter Eugene Schwartz, prospects at the awareness stage "Know they have a problem but aren't aware of existing solutions."
You will find such prospects searching for educational content like "What's SEO?" "How to become a content marketer?" or "What is content marketing?"
Let's also add that the search intent at this stage is purely informational, and you will be shooting yourself in the leg trying to sell to them.
Within our team, TOFU content is best for:
MOFU stands for the middle of the funnel, and it's the intermediate phase of the buying journey. We like to think of these searchers as those that know that a solution exists but need to know who provides them.
This is called the consideration stage for a reason: They’re evaluating all the options in the market. Even though most marketers fail to admit it, we often see an overlap between MOFU and BOFU keywords.
And our conclusion is that MOFU content or blog posts has a high buyer intent than TOFU.
Simply put, BOFU keywords are “buying keywords’. Prospects that fall into this sales funnel stage are not at a ground-zero knowledge level. And ticks every checklist of highly qualified leads: problem aware, knows of existing solutions and wants the best deal.
In our opinion, there are three reasons why potential customers will enter BOFU search terms on Google:
Let's give a concrete example here. If they’re email marketers, you will find them searching for the following on Google:
Decision makers with this pain point are at the closing stage of the sales funnel, and with a little nudge, their credit card will be flashing out of their wallet. BOFU content creates that nudge.
And when well executed, it could shorten your sales cycle and time to a "closed deal”, hence, making life easier for your sales team.
From implementing SEO, we’ve discovered that most keywords in the BOFU stage falls under two keyword categories:
Let's dig into each of them.
As the name suggests, these are keywords that are product focused. Our guess is that the searchers are either unsatisfied with the existing option (and are seeking an alternative) or that they’re crossed between two products and want to know the right fit.
You have two content options to satisfy those searchers: Comparison and alternative posts.
This is when you compare two products to help the users decide. The type of keyword to target in this area could be something like
And there's another group of people that have identified some lapses in the product they're currently using and want to make a switch.
What content type is best for such individuals? You guessed right! Alternative posts.
When do we seek alternatives? We seek alternatives when we're unsatisfied with our present options.
Let's assume that you're the VP of marketing of a SaaS company and leverage outbound marketing as one of your customer acquisition channels. For some reason, you chose Hunter.io as your cold outreach software.
But now, you’ve grown frustrated with the wrong contact info they give and want an alternative.
The best keyword that suits this need includes
This is when users search for keywords related to the problem they want to solve.
For SaaS products, the phrase format is usually:
In context, you could have something more like this:
Other forms of BOFU content aimed at a targeted audience includes:
BOFU content is where most of the conversion happens. Isn’t it a smart move to get them all out quickly? Well, to do so, you will need a large content team.
Our experience from hiring content writers is that it takes an average of three days to produce 1,500 words of high-quality BOFU content.
On this creation schedule, it will take a team of 10 writers to produce 100 BOFU Content in 1 month.
If you depend on human writers for BOFU content, you'll likely spend over $15k for 100 pieces of content with an entry-level writer from content mills like Fiverr or Upwork. Mind you! Experienced writers charge $500 upward per content.
Also, to ensure the writers create content at an expert level, you need to invest hours passing product and industry knowledge to them.
This could lead to wasted time, and there's little guarantee that they will return expert content even after this process.
We’ve assigned our BOFU content to writers who returned an AI output. Why are they using AI despite paying them for human effort? The reason is simple: BOFU content is repetitive.
If you're targeting product-based keywords, chances are your writer will be spinning around the same topic types.
For instance, they might have the following topics lined up:
…And so on.
When you're spinning around the same topic every week it gets boring. And what do you do when a task becomes boring and repetitive?
You will want to automate.
And that’s where AI writers come in.
Note: We aren't against the use of AI writers for content creation. However, we believe its best use is in generating content ideas and coming up with your first sentence to help you defeat writer's block.
What we’re against is paying a writer $300 to come up with original texts. Only to return an AI output (From start to finish), that's generic and thin.
AI shouldn't replace human expertise; instead, it should help us create content faster.
Automating BOFU content creation returns bulk content that’s already SEO-optimized, tailor-made to rank high on SERPs and also drive targeted organic traffic.
It’s no secret that automated content has a quicker turnaround than manually written content. For instance, most of our BOFU content pieces take approximately 45 minutes to create (plus proofreading).
With a human writer, it could take up to 3 days. Let’s not forget that freelance writers handle multiple clients and can’t be trusted to turn content in quickly.
Automation is your best bet if you want to implement high-velocity content production. Human writers can't match the speed of writing software.
What to remember: When we talk about automating content creation, we aren’t talking about doing so with AI writers like Jasper, Copy Ai, Rytr, and others.
Our strategy is quite different, and we've covered it in the next paragraphs.
Creating more BOFU content will give your sales team some help. Since they’re on their way to becoming customers, BOFU gives them that little nudge they need by positioning your product as the best option.
Hence, the more BOFU content you create, the more customers you generate via content.
When we talk about automating content, we aren’t talking about using AI writers or other strategies that could get you on the wrong side of Google.
So, what’s this strategy then?
It’s called Programmatic SEO.
For starters, programmatic SEO automates content creation by using templates that dynamically insert data from a dataset.
The foundation of programmatic SEO is to create content around low-competition, long-tail keywords that are easy to rank for. And this is how you can do programmatic SEO keyword research. The result is usually high-quality leads, more clicks, and increased site visibility.
Programmatic SEO also removes the need for a large writing team when you want to scale content production.
Examples of sites with this strategy pinned down include Trip Advisor, Yelp, and Failory.
For example, Trip advisor has content for everything travel-related, Yelp has pages for every business location, and Zapier has pages for all third-party product integrations.
All these content pieces will take years to create with a human writer. But with the right programmatic SEO software, you can achieve that in much less time. The point is, these companies know that auto generating these pages will help them hit their traffic goal easily.
And programmatic SEO helps them achieve that without necessarily sacrificing quality.
With programmatic SEO, The idea is to create content around 1000 closely-related keywords that are easy to rank for and bring in 10 monthly traffic. Logically, an accumulation of those traffic results in thousands of traffic. Here are some of the best practices you can follow to improve your programmatic SEO.
Let’s do the maths:
With traditional SEO: You target one keyword that returns 1,000 monthly traffic.
With programmatic SEO: You target 1,000 pages that individually contribute ten monthly visitors (10 X 1,000 pages = 10,000 monthly visits).
Also, you can generate those 1,000 pages in less than a month. To speed up the process further, consider using these tips for faster indexing with programmatic SEO. And using drip publishing can help with spreading out this content.
If you decide to use this strategy for BOFU content creation, you will be in good company. Below is an example of a Big SaaS company that generated 23,000 BOFU pages with programmatic SEO without getting penalized by Google.
We've heard it thousands of times: "Google hates automated Content"
And we hit back with: How does Google differentiate human-written content from automated content?
It turns out that Google is fine with automated or AI content; what they have a problem with is content that doesn't provide value to your target audience.
This strategy, called programmatic SEO, we just shared with you, is heavily utilized by Fortune 500 SaaS companies to automate their BOFU content creation process.
A great example is Crisp Chat - A business messaging platform for startups and SMBs (we share no ties with Crisp; they've enjoyed success on SERPs with this strategy, and we also found good BOFU content examples on their site).
Last year, they published a case study of how they generated 23,000 pages of BOFU content with programmatic SEO.
Going by the belief in the SEO Community, you would think Google won't index those pages, let alone rank them on search results.
But that has yet to prove to be the case.
Before writing this, we conducted a manual Google search on some of the keywords the automated content targets and found most of them on the first page of search engines.
Even better, the average position of most of the pages was 4th:
If each of those pages drives ten monthly visitors, an accumulation of traffic on all 23,000 pages could see Crisp Chat drive an extra 230,000 visitors to their page.
Now, the question on your lips is: How long did it take them to generate all those pages?
Crisp Chat didn't mention it in their report. But our guess is that it might take the team at Crisp chat within 3 months to achieve such numbers with a team of developers.
And here’s our reason:
The content has a similar structure: This shows that it was generated from a template.
Take a look at the page for "Alternative to Intercom"
And the one for "Alternative to Gladly"
The pages have the same designs, setup, and text structure. Here's a link to both pages if you feel like studying them yourself:
Yet, Google nor readers aren’t complaining. The reason is simple: most of the pages match the reader’s search intent.
And secondly, the page provides value even if it doesn’t contain a long block of text.
Crisp Chat isn't alone in this, either. Big tech companies like Zapier, Yelp, TripAdvisor, and Failory have leveraged this content marketing strategy as their competitive moat for yours. If you want to see more examples of successful implementation of programmatic SEO, you can check these examples.
The question is: Will you be an observer or a partaker?
If you want to kickstart your bulk content creation journey with programmatic SEO, here's a roadmap we've laid out for you.
We've already given you a brief introduction to programmatic SEO, but that isn't enough. To have a deep understanding of the concept, we recommend you go through the following content on our blog:
The resources mentioned above will serve as your first-point touch for Programmatic SEO. But you will need more than that to get to an expert level.
To go from a beginner to an advanced programmatic SEO user, we recommend you enroll in our free course.
So far, we’ve recommended some resources and told you about taking our course. Once that’s done, what next?
We recommend you practice what you've learned by experimenting with programmatic SEO software. To provide the missing link in your programmatic SEO journey, we're willing to offer you a 7 days free trial access to SEOmatic.
Seomatic is our very own programmatic SEO tool and a big part of our marketing strategy. With SEOmatic, you will be able to:
Click here to learn more about SEOmatic, and hit the “Get started” to start your Free Trial.
BOFU content is your last shot at convincing potential customers that your product is the best pick.
We advise you to write BOFU content to demonstrate how your product works. Screenshots, customer stories and demo videos go a long way. But use the latter sparingly to prevent slow page speed.
Ensure you go over existing content to keep it fresh and up to date. Sometimes, a product featured in your content might change its pricing.
It's in your best interest to visit their pricing page and reflect the changes on your site.
Your product can't solve every problem your prospective paying customer has.
It's best to be truthful about where your product excels and where it comes short. This is the best way to ensure customer loyalty.