The bottom of funnel (BOFU) gap: Why content marketers need product marketers w/ Lashay Lewis
Ever wonder why most bottom-of-funnel content feels generic and fails to convert? In this episode, content strategy advisor Lashay Lewis drops knowledge bombs on the critical gap between product marketing and content marketing. She breaks down why teams are working in silos, how bottom-funnel content fails when the reader knows more than the writer, and why product marketers are the unsung heroes of effective marketing.
Why the knowledge level of the reader being higher than the writer kills bottom-funnel content conversions
The reason most marketing teams fail to create effective bottom-funnel content
"Micro action, macro patience": The mindset shift that can transform your career in 6 months
Why most companies operate like high school cliques, and how to break those silos
The uncomfortable truth: freelance writers can't create effective technical bottom-funnel content
Listen for practical frameworks on cross-team collaboration and real talk on making the scary leap from full-time to fractional success.
Timespan:
02:12 Are Product Marketers Actually Marketers?
04:15 Product Marketers as Underutilized Marketing MVPs
06:41 The Problem with Siloed Communication in Marketing Teams
09:12 What is the Bottom of Funnel Gap?
12:03 Why Bottom Funnel Content Fails to Convert
14:53 Questions to Ask Different Teams for Effective Bottom Funnel Content
19:12 Lashay's Journey to Building Bottom Funnel Expertise
24:34 Transitioning from In-House to Consulting
28:06 The Benefits of Leaving In-House for Consulting
31:57 "The Pain of Staying the Same" Mindset
36:41 Building Momentum with "Micro Action, Macro Patience"
40:32 What's Next for Lashay and Where to Find Her
Show Notes:
Rob Kaminsky and Anthony Pieri's Product Marketing Content
Exit 5 Podcast Episode featuring Lashay Lewis
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