B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing · Jeremy Shere

Re-examining the bottom of the funnel w/ Lashay Lewis & Tas Bober)

·23 min·2 clips

necessarily doing a lot of research on the competitors to see what they do well and what we do well

The funnel picture gets less tidy fast. Jeremy opens with the usual top, middle, and bottom model, then pokes at whether the bottom is as neat as marketers make it sound. Tass and Lachey take it from there. In the excerpt, their point is not to crank out more assets. It is to pick the right funnel stage before anyone starts building. Guardrails matter because the bottom of the funnel has a job: move someone closer to conversion. The Zoom example lands because it is plain. A broad topic like video conferencing is easy for competitors to repeat. A specific pain point or feature is harder to copy without sounding thin. That is the uniqueness problem. Bottom-of-funnel content helps by focusing on the differences between similar tools instead of recycling basic category education. Comparison pages have a real place here. So do alternatives pages and best tools pages, because people at that stage already understand the problem and are weighing choices. Jeremy mostly stays out of the way, which suits the conversation. It feels like a working session: the host tracks the argument while the guests keep pulling it back to SaaS content that can actually ship. The useful constraint is simple enough to remember. Bottom-funnel work should stay tied to conversion, differentiation, and what only the product can credibly say. The ending loosens up when one guest says Jeremy has handed them like 15 content ideas. Conversa gets the final word, but the strongest material is the middle, where bottom-of-funnel content stops being a label and becomes a decision filter.

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