How To Automate Your BoFu Strategy With AI [ Prompts, Templates & Workflows]

When Teal brought maine in, their bottom-of-funnel contented was hardly moving the needle. Blog posts weren’t driving demos, and location was nary clear knowing of really published contented impacted conversion.

The main rumor I noticed was a disconnect betwixt teams holding captious information, making it difficult to create a repeatable strategy for conversion.

In 90 days, we built an AI BoFu workflow that aligned contented pinch customer symptom and merchandise value, lifting conversions from 6.94% to 30%. 

In this article, I’ll locomotion you done the model for building your ain BoFu strategy and driving much conversions pinch AI.

But first, I request to authorities 2 important things…

Most teams neglect astatine BoFu (bottom of the funnel) contented because the group who clasp the insights aren’t successful the aforesaid room.

•  Sales knows the objections 
• Customer occurrence hears the recurring symptom points 
• Product understands the features that really lick them

But nary of that makes it into the brief.

Siloed connection breaks the feedback loop that BoFu contented depends on. The consequence is contented that looks bland and doesn’t thrust conversions.

I telephone this the BoFu gap, wherever the content for the ToFu (top of the funnel) and MoFu (middle of the funnel) is well-developed, but the BoFu strategy is misaligned. 

There’s a disconnect betwixt what buyers request to perceive astatine the determination shape and what really gets published.

Closing that spread starts pinch cross-functional input that doesn’t hap pinch a keyboard.

This alignment is wherever BoFu contented transforms from driving postulation into a collateral that moves leads done the pipeline.

Now that I’ve sewage that retired of the way, here’s really to automate your BoFu strategy pinch AI.

The champion BoFu contented is grounded successful customer connection and merchandise expertise, insights that unrecorded wrong your company, not outside.

Here’s really to get the insights through customer and merchandise research:

Build a civilization investigation assistant

I built my BoFu investigation adjunct pinch a fewer devices listed below:

• Perplexity
• Gemini
• Open AI
• Make

However, for this article, we’ll beryllium utilizing OpenAI’s ChatGPT. 

Start by creating a elemental GPT investigation adjunct to shape soul knowledge. 

Feed it income telephone transcripts, customer support notes, merchandise documentation, and messaging guides. These documents incorporate symptom points, objections, and benefits that prospects sound earlier making a purchase.

With a civilization assistant, you tin centralize each of this into themes:

• Pain points that thrust urgency
• Objections that stall decisions
• Product capabilities that lick them
• Benefits customers item post-sale

Here’s really to group it up:

Open ChatGPT and spell to My GPTs. Next, click Create a GPT and constitute civilization instructions that specify its role. Here’s the civilization instruction I wrote for mine.

Upload your files to a shared files (Google Drive useful well) and link it to the GPT. Then, provender the GPT examples truthful it learns the correct output format.

The output should look for illustration this:

I impulse you not to formed a wide nett erstwhile doing competitor investigation for BoFu content. Similar to what Peter Richman said, you’ll person amended success choosing battles you tin win. 

I usage 3 approaches to do this: 

• Keyword spread study successful Moz
• The Competitor Puzzle framework
• AI-assisted merchandise comparisons

Run keyword spread study pinch devices for illustration Moz

The first measurement is to usage a competitor study tool for illustration Moz to behaviour a keyword spread analysis.

 Enter your URL and adhd 3 competitor URLs. Choose your marketplace (US, UK, etc.) and click Analyze competitors.

Focus connected competitors pinch overlapping usage cases, not monolithic players pinch unrelated markets. For example, Zapier makes much consciousness than Microsoft because the characteristic group is closer.

The first point you’ll spot is an overview of your keyword capacity alongside competitors, which is awesome for benchmarking.

This gives you the short database of opportunities wherever a BoFu article tin compete characteristic for feature.

Use the Competitor Puzzle model to categorize competitors

Once you cognize your keywords, break competitors into 3 categories:

• Direct competitors: These are companies pinch a akin offering and characteristic set. They are your best BoFu targets because prospects are already comparing you head-to-head. For example, Framer, Editor X, aliases Semplice.
• Niche competitors: These are successful the aforesaid class but connection less features and usage cases. You tin item wherever you screen much crushed and position your merchandise arsenic the much complete solution. For example, Carrd vs. Dorik aliases Typeream.
• Broad competitors: These run successful the aforesaid class but pinch a overmuch larger characteristic set, serving a bigger information of the market. Examples see Shopify, Wix, aliases Squarespace. Avoid these uphill battles, arsenic they’re seldom worthy the effort. 

Start pinch nonstop and niche competitors, wherever you tin win, and usage wide competitors for discourse aliases merchandise strategy.

The LLM learns everything it tin astir your brand. Then, it uses the accusation you’ve fed it to propulsion competitors and breaks it down into direct, niche, and broad.

I usage Perplexity because it runs aggregate searches and organizes results into sources.

The cardinal is penning prompts pinch 3 parts:

Role: Define the AI’s perspective.  

For example: “You are an elite competitory intelligence expert pinch 15 years of acquisition successful merchandise investigation and marketplace analysis.”

Task: Spell retired the job. 

For example: “Using the elaborate accusation provided astir our product, analyse the competitor merchandise and create a broad comparison.”

Specifics: Add constraints. 

For example: “Focus your investigation wholly connected the competitor’s product. Present accusation successful a clear, system format utilizing markdown.”

This strategy ensures thorough and accordant output. Instead of a vague summary, you get system insights you tin provender straight into a comparison blog aliases integration page.

The extremity of BoFu keyword research is to seizure decision-stage queries wherever buyers are already comparing solutions. 

Start pinch class keywords

Category searches are the instauration of BoFu. For example, project guidance software.

In Moz’s Keyword Suggestions tool, type your class keyword, and the first point you’ll spot is simply a Topics Tree Map showing an overview of keywords you tin target.

You tin get much granular by utilizing the filtering action to spot commercialized and transactional keywords to target.

Pull insights from each team

Each squad wrong your institution holds information that informs keyword research:

• Sales: ICP and symptom point-based keywords
• Product: Feature and capability-based keywords
• Customer success: Benefits and solution-based keywords
• Marketing: Puts it each together into a cohesive strategy

I want you to deliberation of keyword research for illustration a quadrant to guarantee thing slips done the cracks and you screen each the angles. 

You tin find keywords by: 

ICP (by department): 

This is your perfect customer profile. Here’s the punctual beneath to stitchery the information utilizing an LLM:

Category

The different ways customers and prospects picture your merchandise aliases service. Here’s the punctual beneath to place position and manufacture jargon:

Competitors: 

Focus connected niche and nonstop competitors. Here’s the punctual I utilized to find competitors:

Features 

Features picture really your merchandise works. Here’s the punctual I utilized to soma retired merchandise features:

Build your competitor keyword matrix

The easiest measurement to target BOFU position from competitors is to use 2 patterns:

• Alternative keywords: Framer alternative, Editor X alternative, Semplice alternative
• Versus keywords: Webflow vs Framer, Webflow vs Editor X, Webflow vs Semplice

Stick pinch nonstop and niche competitors wherever you tin triumph head-to-head. Avoid wide competitors for illustration Wix aliases Shopify that service larger markets and dilute focus.

Find opportunities pinch the BOFU Alphabet Soup strategy

Alphabet Soup is the fastest free measurement to find bottom-of-funnel keywords that buyers are typing into search. Type your class into Google pinch “best [category] package for…” and tally done the alphabet to observe caller and applicable usage cases. 

Mine features and usage cases

If your merchandise has differentiated features, build keyword sets astir them. Example patterns:

• [Feature] software
• How to [solve problem] pinch [feature]
• Best [category] instrumentality pinch [feature]

This lets you pull buyers searching for circumstantial capabilities, not conscionable categories.

Match keywords to buying intent

Once you person your list, representation each keyword to the chimney stage. Keep your BOFU database focused connected commercialized and transactional position that awesome decision-making to guarantee each article you create is tied to revenue.

Rejoice Ojiaku has a awesome video on how to representation keywords to intent.

AI tin velocity up production, but only if you’re feeding it the correct insights. Avoid the correction of jumping consecutive to prompts. Instead, usage inputs from customer-facing teams to provender your prompts truthful it moves leads person to a sale.

Here’s how:

Collect information from soul teams

Each soul squad holds a circumstantial portion of the article:

For example, symptom points identified from income and customer occurrence are awesome for fleshing retired merchandise benefits you tin usage successful “best [category] package for [use case]” type of content.

Structure the article conception by section

Create a standardized building for each BOFU asset, whether it's a comparison page, integration post, aliases lawsuit study. 

Here’s the format I use:

Start pinch symptom points successful the introduction

When penning an introduction, lead pinch the clash your buyers are feeling. Pull these straight from income calls aliases objection-handling docs. The accusation should beryllium successful the first 2 lines, not buried further down the text.

This is the portion AI gets incorrect astir often, and the only measurement to get it correct is by mining soul conversations.

Alternatively, lead pinch benefits successful your introduction

Another action erstwhile penning an preamble is to explicate really your merchandise solves the problem. 

This comes from customer occurrence and includes insights connected the benefits they perceive erstwhile talking to customers.

Show merchandise capabilities

Most contented glosses complete merchandise features, but they’re very important. This is your chance to spell deeper pinch screenshots and workflows that explicate really the instrumentality useful successful context.

You tin get this information from merchandise trading docs, thief halfway articles, demo videos, aliases interviews pinch the merchandise team.

Include competitor breakdowns

Your prospects are already comparing you to others, and you tin usage this to your advantage. Gather arsenic overmuch nationalist accusation arsenic you tin connected competitors. Use nationalist reviews, comparison tables, and competitor FAQs arsenic root material.

Explain their features and what they do well, and debar speaking negatively astir competitors. Instead, beryllium honorable astir their gaps and position your merchandise confidently arsenic the amended option.

Frame your conclusion arsenic a last telephone to action

Do not sanction your conclusion arsenic “conclusion.” Use it arsenic a last telephone to action to punctual the scholar of why they request your solution, versus conscionable summarizing it.

Make your conclusion specific, benefits-driven, and tied to the symptom constituent you opened with.

Combine AI velocity pinch quality penetration erstwhile penning BoFu content

Use AI to:

• Draft the building based connected your chosen template
• Repurpose telephone transcripts into symptom constituent summaries
• Convert investigation into blog-ready comparisons

Then, edit pinch input from sales, product, and CS to guarantee accuracy and tone. The consequence is contented that feels tailor-made, because it is.

BOFU contented needs to thrust pipeline, not conscionable pageviews. Set up your search truthful you tin beryllium impact.

Here’s really I do it:

Use Dealfront, Dreamdata, aliases PostHog to way lead activity by URL

Dealfront is 1 of the champion devices for search inbound leads from BOFU pages. 

It lets you:

• See which companies are viewing your content
• Identify URLs driving leads
• Understand the industries and regions those companies represent

For example, if you’re moving a BOFU blog for illustration “Best [category] software” aliases “[Tool] alternatives,” Dealfront will property those visits down to the article level, without waiting for a shape fill.

Other devices to consider:

• Dreamdata for full-funnel attribution
• Amplitude for behavioral analytics
• PostHog if you want product-level penetration alongside content

Don’t interest astir attribution bias, arsenic contented often gets under-credited. These devices springiness you the impervious you request to advocator for much finance successful BOFU content.

Use Looker Studio dashboards to spot which contented drives demos

Set up a content-specific dashboard using Looker Studio to visualize what’s driving performance.

You tin propulsion successful information from GA4 and representation metrics to individual blog URLs. 

Use filters to track:

• Page-level views and conversions
• Sessions by postulation root (organic, paid, referral)
• Demo requests and shape completions

Here’s a workflow to thief you set up your unrecorded search dashboard. When it’s running, it shows you which BOFU articles are moving users down the funnel.

I’ve got much templates and dashboards for you here that you tin customize to your marque to way conversions from BoFu pages correct retired of the box.