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

Optimizing for Google search is one thing.
Optimizing for AI search is another. 
Here's how show up in LLMs.

If you're trying to optimize for AI search the same way you did the big G...you're doing it wrong.

There’s another level of complexity when optimizing for AI search.

Traditionally, optimizing for Google has looked like:

→ Including keywords you wanted to rank for
→ Trying to obtain a certain “SEO score” in some tool
→ Doing outreach to other sites for backlinks

But AI search has completely shifted how we need to create content.

It has also taken a significant interest in bottom-of-funnel content.

I’ve been seeing some success with students and clients doing these things to surface in GPT more often:

→ Comparing to competitors
→ Indexing your URL in Bing
→ Addressing your audience’s pain points
→ Logically connecting pains and capabilities
→ Leading H2s with capabilities (not keywords)
→ Going in-depth on product (not 3 bullet points)
→ Adding capability images throughout your article

Now don’t get me wrong.

Foundational SEO should still be strong.
But that shouldn’t be the only thing you’re doing.

I love what’s happening with LLMs

It’s forcing marketers to prioritize what we should have been prioritizing all along:

The customer… 
...not the algorithm.

The paradox is that if you optimize for the customer, you ARE optimizing for the algorithm.

P.S. If you want a productized system your team can use to ensure you're optimizing BOFU articles for AI search the right way, I’ve just launched BOFU OS Lite. It’s the productized system I use for BOFU content execution. 

Link in the comments

After 3 years of consulting I'm about to start running the SEO strategy for my own business.
And I'm about to do something I’ve never seen done before.

Build interactive demos directly in my product-led content. 

Here’s my plan…

There are two sides to my business:
Software
Education 

When I create product-led content for the software side of course the first content pieces will be search terms like:

- Jasper alternatives
- Writesonic alternatives 

But I'm going to take these to the next level by adding product demos directly in the content.

And I'm going to do it using Guideflow.  

My exact flow:
- Download the chrome extension 
- Navigate through BOFU 
- Personalize it for my audience with dynamic segmentation 
- Track the buyer-intent 

While most other tools just do free trials ( I do now too).

I'm using interactive demos to take the experience potential customers have with me to another level. 

Letting them really experience BOFU before they decide to use it. 

Cause y’know, we do things differently over here at BOFU. 

I’ll share the first article when it goes live and give feedback on how well it's working. 


#guideflowpartner #productledcontent

I had a lot of plans in January and almost none of them got done. 

Website launch - Delayed 
New lead magnets - Delayed 
My 2nd cohort - Delayed 
New visuals - Delayed 

All these delays? 

Perfect opportunity to beat myself up for it. 

Except I didn’t this time. 

I let it be. 

For two reasons:

1. I’ve had an intense amount of coaching on this (thanks Sarah Stadler) 

2. I’m doing the most building I’ve done in years and Im genuinely happy about it (and tired)

But what I did get done?

- New website (launches tomorrow)
- Two new lead magnets for marketers 
- 54 users to our SaaS product 
- Back-end funnels built 
- Launched the BOFU bootcamp (starts Tuesday)
- Developed new frameworks 
- 2 workshops booked with companies for Feb

And all I can think about is how much all of this was worth the wait. 

How im going through the biggest business shift since I started in 2023. 

How I’m actually building a business around the thing that I love to do the most…..build. 

And last, but most importantly, not least…

How all of you have supported me and held me down throughout the process 

Despite my inconsistent posting, I’ve gotten more traction than I have in months. 

And I can’t thank you enough. 

Excited to launch this next chapter of my business with all of you.

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I’m running a 3-week intensive called The BOFU Bootcamp. 

Here’s what we’re going to cover:
- Customer and product research 
- Competitor research 
- Keyword research 
- Content production 

My entire productized process around product-led content. 

By the end of the bootcamp:
- We’ll have 3-5 LLM optimized blogs 
- You’ll have my full Claude process to scale 
- You’ll have all the prompt templates for content production and customer research 

And most importantly….

You have the knowledge to continue this process without your girl. 

My goal when I work with marketers? 

Get them in and out as soon as possible. 

Especially because 95% of my students are marketers on small content teams. 

Educating and and empowering them is my top priority. 

Most of the seats have sold through email but I wanted to give marketers who follow me here a change to get in if they’d like. 

You can also bring a team member for free. 

There are a few seats left. 

If you think this would be helpful for your team send me a DM and I’ll send you more details. 

Enrollment closes Monday night.

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.

Self Employed

Helping B2B SaaS brands build authority and generate product sign-ups/demos using content fueled by original research. 

Book a discovery call today at: https://savvycal.com/tanaazkhan/strategydiscovery

B2B SaaS Content Strategist & Writer

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The leading community for B2B marketing professionals. Join 3,500+ members at exitfive.com

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Helped them write long-form content for their portfolio of B2B SaaS brands in the AI, HR, Translation, and Productivity space.

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Helped them create long-form articles around topics like Sales Enablement, Content Marketing, and Content Management.

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ContentLab.io - Technical Content Done Right

As part of their freelance writing team, I help clients scale their content marketing efforts by ghostwriting blog articles and other marketing collateral like whitepapers. Some of the topics include:
- ITSM/ ESM
- Digital Transformation
- Atlassian products
- Cloud
- Artificial Intelligence

I've also contributed to their official blog as a B2D writer covering topics like developer-focused marketing (B2D Marketing), technical writing, and more.

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As a freelance contributor, I either pitch articles on science topics or write on assigned topics.

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Content Strategist & Writer | Helping B2B SaaS brands build a content engine that generates product sign-ups and demos through original research

As head of marketing at a B2B SaaS brand, you know your content isn’t yet achieving its full potential in support of your company’s marketing goals. 

Most prospects aren’t resonating with your brand for 3 reasons:

1. Your content isn’t telling your client how you solve their problem 
2. Your content isn’t creating or capturing demand for your product
3. Your content isn’t original - and doesn’t align with your brand 

If you’re looking to fix this and bring in more MQLs, I can help. 

After working together, my clients feel confident about using content to increase product sign-ups and improve deal velocity.

"Tanaaz brings a rare mix of strategic and tactical execution to her content work. We've been working with Tanaaz at Content Camel for months now—after an exhaustive search for the best writers and content creators—and her work really stands out.

• Tanaaz brings a really structured approach to the work and is always on time, and on point. It helps keep us on track on our side as well.
• Tanaaz brings creative suggestions and real insight to her work. We've helped refine our content briefs and workflow based on our collaboration
• Tanaaz executes beyond our expectations - does an awesome job sourcing industry expert input and expanding upon our briefs."

— Dave Shanley, Founder, Content Camel

I have 7+ years of writing experience—more than half of which was spent in the B2B SaaS space, writing and creating content that resonates with the target audience. 

That’s how more than 200 of my blog posts have ranked for their target keywords on Google's top 10 results in 2022/23.

If there is one thing I’ve learned through all my years as a content marketer, it’s that the real power of content is when your audience transforms from "We have no idea how this company can solve our problem" to "We know exactly how they can help me.” 

Strategic content makes your company visible, teaches buyers that you are the go-to resource on topics you’re an expert in, and clarifies that your product does what it says it does. 

Let’s work together and make this possible for your B2B SaaS company.

Here’s how I’ll get the job done: 

→ Research your ideal audience and ICP 
→ Establish internal alignment within your GTM team
→ Develop a channel-agnostic topic cluster strategy 
→ Set up a content production and distribution system
→ Create high-quality content based on original research (surveys, SME interviews)

Services: 

✅ Content strategy 
✅ Content writing
✅ Content management

Book a discovery call using the link in the featured section to learn more ☝️

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Tanaaz Khan

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The Battle

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Tanaaz Khan

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Lashay Lewis's LinkedIn Performance

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