Pitch these BOFU articles

In partnership with

BOFU content is in hot demand right now.

It’s still driving qualified leads through organic search.

Plus, it’s influencing the LLM results that are driving the most conversions.

Which means there’s never been a better time to pitch ideas for BOFU pieces to your clients (or your boss) 👀

Want some inspo?

Jessica Tee Orika-Owunna just dropped a banger article on the Moz Blog on the five overlooked BOFU formats that convert.

So I thought I’d do a deep dive into the types of BOFU content she covered – with real-life examples of each in action…

Let's find your next winning pitch!

1️⃣ App tutorials

Ideal for: Freemium or trial-based products

What do app walkthroughs and J Lo have in common?

They’re both triple threats 🔥

Jenny from the Block can sing, dance, and act (sometimes all in one film, as my fellow Marry Me stans well know)

While Jessica says app tutorials:

• Drive high-intent traffic

• Convert leads

• Serve as an onboarding resource for new users

App tutorials in action:

Notion’s Help Center is jam-packed with dedicated guides on everything from working in Notion offline to building a simple CRM.

And those guides rank in the top organic spot for high-intent queries like ‘how to build a Notion website’.

2️⃣ Use case articles

Ideal for: Products that serve different audiences or have multiple applications

‘Why Sparktoro Is Great: Part 74’ ain’t gonna shift many social listening subscriptions.

So instead, Amanda Natividad writes articles with titles like The Overlooked Reason Your Content Isn’t Gaining Traction.

And packs them with super useful tips, like this:

Then, after she’s illustrated a specific use case, she hits you with the “oh btw, Sparktoro makes this process way easier”:

Use case articles in action:

Here’s another cool one from Sparktoro:

Amanda bookends her guide on how to conduct audience research with an upsell up top:

And an upsell on the back end:

But the meat of the article (~3,500 words) is 100% value – the kind of content potential buyers might bookmark or Slack to their team.

3️⃣ Partner stories

Ideal for: Products that need to play nice with an existing tech stack (i.e. every SaaS)

“No SaaS is an island”, as John Donne once famously said.

Potential customers are going to want to know if the tool you’re marketing is going to work with the stuff they’re already paying for.

So, create content that shows up when they Google things like:

Partner stories in action:

Zapier has a tonne of these ‘X ways to automate [Y tool] with Zapier’ articles:

Each one captures super qualified traffic.

Then ferries those folks through the funnel with these really nice quick links to set up specific automations with a click:

These seamlessly shuffle folks from “maybe I'll try this” to “well I guess I’m a Zapier user now” in one click.

4️⃣ Customer webinars

Ideal for: Building trust with your target audience

Why try to convince prospects your solution is the bee’s knees when your customers will do it for you?

As Jessica points out in her article, Float is the GOAT of this:

The guests on its webinar on project estimation with Atlassian and FlightStory Studio shared practical strategies and templates for improving estimates. Plus, they explained how Float supports that process.

Customer webinars in action:

I did a bit of digging and found this absolutely diabolical customer webinar from HubSpot.

It’s an interview with real people who made the switch from Salesforce to HubSpot:

Pretty cutthroat stuff… 

But man, a webinar where your real customers talk smack about your biggest competitor and rave about how much better your tool is? That’s a dream bit of content right there 😍

5️⃣ Internal buy-in kits

Ideal for: Helping deal champions pitch your product to other decision makers

B2B sales happen by committee.

Even if you convince your ideal buyer the tool you’re marketing is the cat’s pajamas…

You still need to win over Colin the CTO, who has “security concerns” around your tool’s “incredible number of high-profile data breaches” (honestly, get a life Colin 🙄).

Jessica says an internal enablement kit hands your ideal buyer the tools they need to get their colleagues on board with ponying up for your software as well.

It typically includes assets like:

• Security documentation (for IT)

• Pricing guides and ROI calculators (for finance)

• FAQs (for legal or procurement)

Internal buy-in kits in action:

The procurement software Felix has an article on its site that tells its ideal buyers what objections other stakeholders are going to have – and exactly how to handle them.

Here’s what it says about how to win over Finance:

Hand your deal champions a cheat sheet for overcoming their colleagues’ potential objections and you’re 956% more likely to close the sale*.

*I completely made this stat up. But it feels right, right?

🤔 Which are you gonna pitch?

Brands are hungry for BOFU content right now.

So shoutout to Jessica for giving us five product-led content formats we can pitch to our clients/bosses to meet that demand:

1. App tutorials

2. Use case articles

3. Partner stories

4. Customer webinars

5. Buy-in enablement kits

To learn more about each format, check out…

👉 5 Overlooked BOFU Formats That Convert by Jessica Tee Orika-Owunna

Learn how to write BOFU content

Speaking of BOFU content that converts… 

Federico Jorge has a banger MOFU workshop on writing comparison pages that've driven 1,200+ customers (nope, that's not a typo 🤯).

👉 Join MOFU today to access Federico's workshop (plus $4,000+ other resources)

Marketing ideas for marketers who hate boring

The best marketing ideas come from marketers who live it.

That’s what this newsletter delivers.

The Marketing Millennials is a look inside what’s working right now for other marketers. No theory. No fluff. Just real insights and ideas you can actually use—from marketers who’ve been there, done that, and are sharing the playbook.

Every newsletter is written by Daniel Murray, a marketer obsessed with what goes into great marketing. Expect fresh takes, hot topics, and the kind of stuff you’ll want to steal for your next campaign.

Because marketing shouldn’t feel like guesswork. And you shouldn’t have to dig for the good stuff.

Subscribe Free