Why Your Bottom-of-Funnel Content Deserves More Love

I had the pleasure of sitting down with Brittney Thompson on this week’s episode. Brittney’s been writing and strategizing in B2B content marketing for over a decade—starting in SEO, going solo, and never looking back. We talked about a big shift she’s seeing: marketers need to stop overfeeding the top of the funnel and start investing deeper down.

Here are the three main takeaways from our conversation:

1. Top-of-Funnel is Overcrowded—and AI is Making It Worse
Brittney called it like it is: the internet is drowning in surface-level content. AI didn’t create the problem, it just highlighted it. The same "What is X?" blog posts are everywhere—and now machines can churn them out faster than ever. So, the bar for content that actually connects with people? It’s higher than it’s ever been.

2. Bottom-of-Funnel Content Takes More Work—But It Works
TOFU content is easy to produce and scale. Bottom-of-funnel, on the other hand, takes research, interviews, data, and real perspective. That’s why so many teams avoid it. But as Brittney put it, the reward is differentiation. If you want content that sounds human, connects emotionally, and helps convert—this is where to focus.

3. Sales Enablement is a Team Sport
Bottom-funnel content often overlaps with sales enablement—and too often, the marketing and sales teams aren’t even on the same page about what that should look like. Brittney’s advice: tear down the silos. Content should guide your buyer from interest to decision with no disconnect. If your sales team doesn’t know what marketing is doing—or vice versa—you’re leaving impact on the table.

What You Can Do Today:

• Audit your TOFU content. Ask if it’s still serving a purpose or just taking up space.

• Interview a sales rep about the objections they hear most. Then turn that into a piece of bottom-funnel content.

• Build a simple feedback loop between marketing and sales to align goals and messaging.

• Write one post that uses your customer's actual language—lifted from calls, emails, or reviews.

If this kind of practical content strategy talk is your thing, make sure you're subscribed to the newsletter.

Until next time,
Ben Ard
Host of the Content Amplified podcast