Why BoFu Content is the Future of Marketing (And How to Make It Work for You)

Last week on Market YOU More LinkedIn Lives, Shubham Garg talked about the importance of creating BoFu content. He talked about repurposing words effectively to make the most of your investment in content strategies. Here’s a breakdown of his session. 

If I am being honest, content marketing isn’t what it used to be. A few years ago, if you wanted to learn about a topic, you’d search on Google, read a bunch of blogs, and maybe bookmark a few for later. Now? People are skipping Google altogether and going straight to AI tools like ChatGPT. 

"People would rather go to these AI tools to actually get their answers instead of reading a long blog to understand a particular topic." - Shubham 

This shift has made Top of Funnel (ToFu) content—those broad, educational blogs—less effective. Does that mean investment in content is worthless? Not really.  

Bottom of Funnel (BoFu) content is still thriving. 

Why? Because AI might be great at summarizing information, but it can’t build trust, showcase real-world experience, or persuade someone to buy. That’s where BoFu content steps in. 

In this blog, I’ll walk you through how AI is shaking up content marketing, why BoFu content should be your focus, and how to turn one blog into multiple assets, without burning out or hiring a massive team. 

My Journey: From Blogging for Pennies to Running Content Strategies 

Before we dive into BoFu content, here’s a little context. 

I started my career in business development, doing cold calls and writing cold emails. But long before that, I was a broke student writing blogs for less than a dollar per 500 words. 

And when I say I wrote everything, I mean everything—from underwear ads to IoT blogs. Back then, AI didn’t exist. Every sentence had to be typed manually. Grammarly was the only real writing tool, and even that was basic. 

Fast forward to today, and content writing is barely recognizable. AI tools can generate entire articles, analyze SEO trends, and even replace Google searches for many users. 

But does that mean content marketing is obsolete? No. It just means we need to pivot. 

AI is Killing ToFu Content—but Strengthening BoFu Content 

AI isn’t just a buzzword. It’s fundamentally changing how people consume content. 

Instead of searching “What is SEO?” and reading five different blogs, people now ask ChatGPT. They don’t have time to sift through dozens of posts—they want quick, structured answers. 

"People would rather go to these AI tools to actually get their answers instead of reading a long blog to understand a particular topic." - Shubham 

This shift means ToFu content (general education blogs) won’t drive the same traffic as before. Even giants like HubSpot saw a massive drop in traffic because AI tools are answering basic questions without sending users to their site. 

But here’s the thing: HubSpot’s sales didn’t drop. Why? Because they leaned into BoFu content that actually converts. 

BoFu content—case studies, ROI-driven guides, detailed comparisons, and actionable frameworks—doesn’t just inform readers. It helps them make a decision. And AI isn’t replacing that yet. 

How to Create BoFu Content That Sells 

If ToFu content is getting buried, your focus should shift to content that leads directly to a sale. Here’s how:

1. Think Beyond the Blog: Every Blog Should Be a Lead Magnet

When you write a blog, don’t just post it and forget it. Turn it into a bottom-of-the-funnel lead magnet. 

• Convert it into a downloadable PDF, checklist, or guide. 

•  Gate the resource behind a landing page to collect emails. 

•  Use that email list for nurture campaigns to close leads. 

Example: At Market Me More, we take our blogs and repurpose them into downloadable checklists. Instead of just promoting the blog, we gate the checklist, collect emails, and use it as a conversion tool. 

2. Use the Content Cluster Strategy

A content cluster revolves around one pillar blog with multiple supporting “cluster” articles. This builds topical authority and improves SEO. 

Let’s say you’re creating content about ukuleles (random, but stay with me). Your pillar content could be: 

The Ultimate Guide to Playing the Ukulele 

Then, your cluster content would include: 

• How to Tune Your Ukulele Correctly 

• The 5 Easiest Ukulele Songs for Beginners 

• How to Choose the Right Ukulele Size for You 

Each of these links back to the pillar page, creating a strong interlinked structure that boosts SEO and keeps users engaged.

3. Turn One Blog into 10+ Content Pieces

One solid blog can generate multiple content formats: 

• 2-3 LinkedIn posts 

• Twitter threads 

• Instagram carousels 

• YouTube Shorts/TikToks 

• Infographics 

• Email newsletter segments 

• Podcast episode topics 

"A really well-written blog in my head could actually lay the basis for two to three LinkedIn posts, a couple of Twitter threads, and a few Instagram posts." - Shubham

4. Gate Your Best BoFu Content

Instead of just linking a blog, create a lead magnet landing page. 

Example: We promote checklists and guides instead of just the blog itself. This forces interested readers to provide their email before accessing the full resource—turning them into marketing-qualified leads (MQLs). 

Here is how we have gated some of our downloadable guides and checklists. 

BoFu Content: Your 60/20/20 Strategy 

If you’re wondering how much effort to put into each type of content, here’s my recommended breakdown: 

• 60% BoFu (Bottom of Funnel Content) → Conversion-driven blogs, case studies, lead magnets. 

• 20% MoFu (Middle of Funnel Content) → Comparison guides, webinars, in-depth reports. 

• 20% ToFu (Top of Funnel Content) → Educational blogs, beginner-friendly topics, general thought leadership. 

BoFu content should be the primary focus, since that’s what leads to actual sales. 

Final Thoughts: The Future of AI & BoFu Content 

AI isn’t replacing marketing—it’s just raising the bar. 

If you keep churning out low-value, generic blogs, AI will beat you. But if you focus on decision-driven, high-value content, you’ll thrive. 

So before you write your next blog, ask yourself: 

• Can this be repurposed into a lead magnet? 

•  Will this help someone make a purchase decision? 

•  Can I turn this into multiple content pieces? 

If the answer is no, then it’s time to rethink your strategy. 

Want help creating high-converting BoFu content? Reach out to me at shubham@marketmemore.com or contact our team. Let’s turn your content into sales.