You're sitting on a (likely) untapped goldmine of inspiration for bottom-of-the-funnel (BOFU) content. You've talked to your customers. You know their pain points. Their insights. There's SO MUCH of that inside your company. And Lashay Lewis, founder of Authority Plug, knows exactly how to turn it into some of the best (read: high converting) content. She sat down with Dave a while ago to share her step by step process – and it's one of the most popular podcast episodes we've ever done. Plus, she shared a cool example to follow along with when I DMed her on LinkedIn yesterday. Here's how Lashay does it: Break Down the Product, Feature by Feature The first thing Lashay does is break down the entire SaaS product and dissect it down to individual features. Imagine Salesforce as an example – it’s a beast with tons of features that can mean totally different things to different roles:
- A Chief Data Officer might see Salesforce as an order management tool
- Head of IT views it as a customer service automation solution
- For a Business Intelligence Director, Salesforce is a sales analytics software
Different features solve different problems, depending on who’s using them. That’s why starting with specific features is key—it helps you target unique pain points for each customer type. Map Each Feature to a Pain Point Once the features are laid out, Lashay maps each one to a real, relatable pain point. Think about it this way: what’s the actual problem this feature solves? If a feature in Salesforce automates reporting, the pain point might be “spending hours on manual reports.” This approach forces you to think about your content from the customer’s perspective, making it way more likely to grab their attention. Link Pain Points Back to Ideal Customer Profiles (ICPs) After matching features to pain points, Lashay connects these to specific customer profiles – that feature on automated reporting might speak directly to a CMO juggling endless data tasks. This link between pain points and ICPs ensures that your content resonates with exactly the right audience, making it laser-focused and much more effective than generic content that tries to appeal to everyone. Lashay also very kindly let me know that you can also swap this out ICP for a use case (like in her example image below). Do Keyword Research Last, Not First Here’s where Lashay flips the usual content creation process: keyword research comes after feature mapping, not before. Once she knows the customer pain points and the exact features that address them, she can find keywords that directly reflect those needs. This way, the keywords are grounded in real customer issues, making it far more likely that your content actually meets searchers where they are. Why This Works When you put it all together, Lashay’s method results in content that isn’t just informative; it’s actuallydesignedto convert. Instead of starting with a keyword and forcing a connection, this process ensures that each piece is both targeted and genuinely useful. For SaaS companies or any brand with complex products, feature mapping allows you to avoid that generic “one-size-fits-all” content and dive into what really matters to each customer type. P.S. Since Lashay is also one of the most helpful people in B2B - she sent over this example of feature mapping she did for Podia. As always, let me know if you want me to send over the full interview with Lashay and Dave (one of our most popular episodes of all time). |
