Bottom-of-funnel Content for Growth-Stage B2B SaaS | Content Strategy Vibe Marketer⚡️| Founder @ BOFU.ai

I was an in-house content strategist for over a decade. 
I got amazing results running BOFU programs in-house.
But since becoming a consultant I've been able to:

✅ Increase blog conversions from 6 to 30/mo ~ 5 months
✅ Achieve over two dozen first page rankings for teams 
✅ Take blog conversions from 5% to 30% ~ 90 days
✅ Drive 7-figures in attributable inbound pipeline
✅ Empower content teams to learn BOFU marketing 

When clients come to me they have a very specific goal:
Drive inbound leads, sales and customers from their blog 

But they're usually running into the following problems:
❌ Too much (or only) top-of-funnel content on the blog 
❌  Seeing an increase in traffic but not leads 
❌  Most of the leads are coming from paid ads vs oragnic
❌  Their content team is lean and limited on resources 
❌  Content and SEO agencies aren’t delivering
❌  In-house writers have knowledge gaps about BOFU 
❌  Not able to clearly attribute content to pipeline 

Here's how I help content teams:
- Creating a bottom-of-funnel comparison page strategy 
- Showing clear content to pipeline attribution 

If you’re a VP of Marketing or Marketing lead and you’re facing one or more of these problems: 

- Producing content there’s a lack of strategy and direction
- Not seeing attributable inbound signups from blogs
- Working with SEO agencies but not seeing inbound leads
- No or limited inbound leads coming from the blog  
- You or your team's knowledge of BOFU is limited 

I'm here to help you out. 

Let's talk!

Lashay Lewis

If you want to create content that surfaces in LLM's...
Don't start with a keyword. Use these 3 steps.

I used to create content how most writers are taught.

- Look around the company's website
- Get a sense of what they really do
- Find keywords for their audience
- Check the volume
- Start creating

But doing research this way is backwards.

Keywords are less relevant with LLM's.

Queries aren't formed the same way there...

As they are in Google.

- They are longer.
- More contextual.
- More conversational.

So where do we start now?

How do we get content to show up in LLMs?

> Persona research <

Here's how it works (3 steps).

STEP #1. Dig into the pain points

Since LLM searches are more pain driven than keyword driven...

We need to dig into what pains our persona is having.

Then we reverse engineer those pains back into a potential query they could be searching.

And you find that pain through customer research.

Supporting inputs.

STEP #2. Gather internal documents:

- ICP documents
- Sales call transcripts (GOLD)
- Closed/won data
- Analysis step

STEP #3. Query Specifics

I then take that internal info and query certain specifics I want from it like:

- Basic profile
- Responsibilities
- Pain points
- Goals and objectives
- Decision making profile

This helps me get crystal clear on:

- Who I'm talking to
- What they're struggling with
- What their day to day looks like
- Their goals

So when I'm creating content...

All of these factors are taken into account.

Content isn't written in a vacuum.

Different personas will care about different features and outcomes of your product.

This is how you make sure they're all captured.

Why does this work for LLMs?

The words and phrases they're using to describe their pain on sales calls...

Are probably similar to the ones they're searching in LLM's.

Use that info to guide your strategy.

P.S. I built a really big playbook all about how I use AI to run my bottom-of-funnel process. Everything from customer research, to how I do framework based prompting. Its the same one I teach in my live workshop. 

Link in the comments if you'd like to grab it.

Lashay  Lewis

Founder @ BOFU.ai | Bottom-of-funnel Content Systems for Growth-Stage B2B SaaS | The BOFU Queen

How do I create bottom-of-funnel content that gets picked up in AI Search? Here's how. 

I have a modular process for my content. 

Each article is built from a framework. 

And each framework includes Taxonomy. 

Here's a breakdown of the main taxonomy:
Current way - How prospects solve the problem now
Pain point - The pain they're having from the problem
Feature - What the product does 
Capability - The workflows that power the feature
Benefit - The benefit from solving the pain
Sub capabilities - Micro actions within a capability 

The extended taxonomy:

Forced tradeoffs - The either/or choice the market forces buyers to make

Negative Consequences — What buyers lose when forced to choose one side

Differentiator — What makes your product different from alternatives

Think of the taxonomy as fillable sections within a framework. 

I also have a knowledge base with internal docs.  

I'm able to then prompt from those documents....

And fill the framework. 

So every [pain point] or [benefit] or [feature] in the framework isn't a guess.

It comes straight from internal documents. 

I call it "Framework Based Prompting". 

Instead of prompting in an LLM:
"I'm writing around [x] article, create me an outline"

The framework itself IS the prompt. 

My favorite thing about creating content this way? 

It already has your customer insight baked in. 

So when a potential prospect goes into an LLM and says:

"I'm a [persona] and i'm struggling with [pain point], [pain point], and [pain point], and I need a product that can [capability] recommend me a solution?

That same taxonomy is included in the content. 
Semantic relation is there. And AI picks up on that. 

And it's been working really well. 

Now deploy this across 10 articles at once?

You keep quality, alignment and continuity. 

If you'd like to see this post in action, I just created the BOFU Operating System. It's my complete productized process from research to publishing so you can see the thinking behind this. Completely free. 

Link in the comments.

I’ve had to scratch, fight and claw my way into some deals. 

Why? 

Well because somebody knew BOFU wouldn’t work. 

While the other person DID think it would work. 

From there it created an internal battle. 

Either between the marketer and the c-suite.

Or two C-suite execs. 
(This was like watching the damn hunger games)

And the deal would either: 

Close - The exec stood ten toes down and went to bat for me (or didn’t answer to anyone). 

Didn’t close - They didn’t t have enough power to bring me in. 

Those people that did have the power to bring me in? 

I re-affirmed their beliefs…

Okay, that’s the cutesy way of phrasing it.

How it really felt to them after looking in Hubspot seeing attribution from this content their team just knew wouldn’t work? 

Sort of like 🖕🏿(in the most respectful way) 

All this to say…

When people go to bat for me, I’m coming in the deal with a chip on my shoulder. 

I mean, I’ve had that my whole life. 

But it’s been these circumstances where I’ve gotten some of my best results for clients. 

Because I don’t take people believing in my skill lightly. 

And the only thing better than giving myself a good I told you so moment. 

Is giving someone that believed in me one.

What if you could attend an hour long workshop.
And have a step by step process on ranking in AI search? 

Im partnering with the team at TripleDart to give you:
Creating a 3-Phase BOFU content system that ranks in AI search.

Im covering my entire productized process I've been running for my clients.

Nobody does BOFU the way I do so if you come you'll learn something new.

I haven't shown any of this outside of my paid workshop. 

Its happening tomorrow! 

Thursday, March 5, 2026 at 9:30 am EST.

Here's the link to register: https://lnkd.in/egXwJyYj

I hope you'll join us!

John Wright

Manager & Editor

Co-Founder at StatsDrone / Business Intelligence in affiliate marketing

I've been in igaming and affiliate marketing for over 20 years with experience in affiliate management, setting up and managing affiliates sites and now cofounder of StatsDrone. At StatsDrone we make SaaS tools for affiliates (publishers) and affiliate programs (advertisers).

Podcast Host & Producer

Affiliate BI is the Business Intelligence in affiliate marketing podcast. The podcast was created to share conversations that were happening at conferences, but were not being shared in video, audio and not written about online. There is a new wave of data science and data analytics that is changing the entire affiliate marketing industry. 

This covers topics from SEO, conversion rate optimization, UI & UX design, AI, compliance, adtech and martech.

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