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.

Paid ads landing pages for growth-stage B2B SaaS | 400+ websites, 3x B2B Digital Marketing leader

Hi! I'm Tas (rhymes with SaaS. Coincidence?)  

Real talk: we do landing pages wrong in B2B. We're so focused on conversions that we completely forget that the B2B buying journey is non-linear, the buying committees are larger than ever, and the marketing teams are drowning in lack of resources with unrealistic targets.

This means that on-page conversions aren't a good indicator of success. Consumption of information is. 

We need to create landing pages that give buyers the information they need to make a business case and put us on the shortlist for evaluation. 

We need landing pages that match how B2B buyers buy. 

So I created The Scroll Lab (by Delphinium), a niche B2B marketing consultancy specializing in paid ads landing pages for B2B SaaS companies.

Here, we help you create a foundational set of landing pages that you never have to turn off. 

Here's our process: 

1. Create a killer business case for your buyer. 

We explore keywords, competitive solutions, buyer motivations, use cases, and objections to assemble exactly what your buyer needs to know. 

2. Build core landing pages (wireframe + copy)

Once we know what exactly your prospects need to see, we'll build a set of landing pages that ensure they see it. 

- Product Overview Page - your core value propositions 
- Comparison Page - you vs the alternatives in the market 
- Trust Page - proof of your credibility (both owned and sourced) 
- Pricing or Demo Page - time to decide 

3. Measure and Optimize 

In B2B, where it can take anywhere between 30 - 50 touchpoints before a buyer decides to interact, we will measure effectiveness and make optimization recommendations based not just on conversions, but how buyers are consuming the information. 

We stay with you for 2 testing cycles then build a testing roadmap that your team can manage independently after.

--- 

The results of putting the buyer first and focusing on consumption: 

- 265% increase in purchases for SnagIt (screenshotting tool) 
- 0.13% to 3.43% increase in meetings booked for Conveyor (security questionnaire automation) 

After managing over 400 websites in my 15-year career and making a TON of mistakes, I now help B2B marketing teams create landing pages for their paid media programs that do exactly all of the above. 

How I can help you: 

1) Follow along for content about B2B SaaS landing pages, B2B marketing, and niche consulting. 
2) Sign up for my free resource hub with 150+ pieces of actionable landing page & website tips.
3) Work with me for 1:1 help

Tas Bober

B2B buyers expect a relevant landing page for every ad they click. But most marketing teams are too stretched to build a new page for every campaign.

People assume they have 2 choices: 

1) They can send traffic to a generic homepage and waste ad spend 

OR 

2) They can burn out their team trying to custom-build a dozen pages from scratch.

Nothing we can't just solve with AI, right? Sure, if you like mediocre. 

The real bottleneck is the *way* you build.

I solve this with The Chipotle Framework: 

Think about their model. 

A burrito and a taco use the same core ingredients. They are just packaged differently based on what the customer wants.

Similarly, your landing pages should be modular, not manual.

1) The Wrap

Your Hero section. This is the only part you should change significantly to match buyer intent.

2) The Base

A consistent problem block. This shows the buyer you understand their pain before you try to sell.

3) The Meats

These are the specific ways your product solves the problem.

4) The Fixings

Proof points, logos, and testimonials to build credibility. Some extra blocks relevant to your business (ex. certifications). 

5) The Extras

The FAQ block. This is where you handle the objections that usually kill the deal, not just regurgitating what your product does. 

6) The Cash Register

A clear CTA, and what to expect if they engage.

---

Stop treating every campaign like a brand-new construction project, baby girl. 

Build the ingredients once. Reuse them forever

Bonus: Build the landing page first, then create ad variations from it. This way, they always stay relevant.

Paid ads landing pages for B2B SaaS | 400+ websites, 3x B2B Digital & Website leader | Co-host of Notorious B2B 🎙️

If I did outreach, this is the way I’d do it.

graphical user interface, text, application, chat or text message

This morning I was stressed about being behind on work. Both kids are home from school. 

But then I said f*ck it. This is what life is about. 

We’re at the zoo enjoying tropical Ohio weather. 

I’ll build 400 landing pages but I’ll only have a few moments like this.

Above the Fold 2026 wrapped. 

Back in the cold but looks like we brought back some sunshine (4 degrees when I left and it’s 51 today. That’s shorts weather for us in the northern half. Ayooo) 

Still recovering 😫

cc: 
Graham Ahner  
Jess Cook  
Sahil Patel 
Ademola Adelakun, MBET 
Maggie Arai  
Connor Lewis 🎬  
Fatema Ali Asghar 
Rielle L. 
Tim Davidson  
Dom Odoguardi  
Eric Holland 💀 
Natalie Marcotullio 
Jay Desai 
Darren Fanton ✦  
Lindsay Sugarman 
Alina Vandenberghe 🌶️ 
Kevin Rapp 
Amber Williams 
Carolyn Dilks 
Tiffany N. 
Ollie Whitfield 
Clay Ostrom 
Will Novelli 🐈 
Alexander Ferguson
Rob Kaminski

Tickets go up Feb 19th for Exit Five’s Drive. Come hang with me! 

PS: Sahil Patel a sweet message for you at the end.  

Dave Gerhardt, this post costs $1 million. Will invoice you.

taplio

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The Battle

Lashay Lewis

Tas Bober

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Engagements

Likes

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