♾️ AI + BOFU

You’re reading The Content Loop — a 5-minute read on how B2B SaaS marketers can use original research and product-led content as a growth lever.

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I’ve always noticed that content marketers view AI with both fascination and fear when it comes to bottom-of-funnel content.

Using AI for such critical conversion assets feels risky. These high-stakes pieces often determine whether a prospect hits “Buy Now” or bounces.

But what if we’re thinking about it all wrong?

I had the opportunity to speak with Sreyashi Chatterjee, Content Lead at Compport, about how she uses AI specifically for BOFU content—and the conversation was really enlightening.

Let’s get into it.

Using AI to write is a terrible idea

5 minutes into our conversation, Sreyashi hit me with this banger:

Now that we have that out of the way, here’s why she thinks that: 

We need to flip our approach because AI is not a good writing partner.

Sreyashi sees AI as a research assistant, not a replacement for human writers. 

When it comes to research—which she estimates takes up 70-80% of the process—and that’s where AI comes into the picture.

The traditional process looks something like this:

You look at your brief → hop onto a competitor’s website → learn about their product → jump to third-party review sites → “mine” reviews → summarize and list all the pros/cons/pricing.

But that’s where we’re falling short. 

Most content marketers rely heavily on G2, Capterra, and similar review platforms to understand where the products shine (and don’t). But you’re also getting biased perspectives there.

How to use AI for BOFU research

Sreyashi always starts with tools like ChatGPT, Perplexity, and manual Reddit research to get more authentic feedback.

Those community discussions reveal deeper insights about products beyond simple pros/cons lists. When multiple users mention the same issue from different perspectives, it creates a credible narrative.

This approach gives you something critical for BOFU content: a coherent narrative based on patterns from real users rather than cherry-picked testimonials.

Next, turn to your internal teams

Y’all already know I’m a huge advocate for turning to your GTM team—and Sreyashi does exactly that.

Why? Because these teams hear directly from prospects and customers:

Similarly, customer support teams understand post-onboarding needs that sales teams might miss:

These internal conversations provide context that review sites and Reddit can’t offer.

From these conversations, she builds a list of 5-10 queries that reflect what actually brings people to the product—not what marketers assume brings them.

Pair these insights with your actual experience with the product. If you can’t try the competitor’s product, Sreyashi recommends prompting Perplexity to surface product-specific insights.

You can combine all of these insights into one solid BOFU asset. Maybe it’s a comparison piece or a use case—but the goal is to have multiple accurate perspectives to help buyers.

Does AI have any value in the BOFU writing process?

If you separate the research from the writing process, Sreyashi says there’s little value here. In most cases, you can create things like:

• Comparison tables

• FAQs

•  Short snippets

But beyond that, it’s better to write the piece on your own.

Parting advice

When I asked Sreyashi what’s one piece of advice she’d give marketers for creating BOFU content with AI, she said:

The goal is to get an output faster, but not at the expense of accuracy or quality of your craft.

That’s why you should also be ruthless about editing everything before shipping it.

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That’s all for today!

As always, if you have any questions or feedback, hit “Reply” and let me know. 😄