5 Overlooked BOFU Formats That Convert [Free Checklists & Frameworks]

I’ve noticed a pattern online, and maybe you have too.

When marketers discuss bottom-of-funnel (BoFu) content, their advice usually centres on product roundups, comparison posts, and alternatives articles.

To be fair, these formats work. They help you rank for high-intent keywords and shape buyers’ perception of your product. 

But they’re not enough to close conversion gaps because buyers don’t evaluate products the same way.

In this article, you’ll learn five overlooked BoFu formats that convert, plus a framework to help you choose the right one based on your goals.

The problem with the traditional BoFu content strategy

Within that group, people are trying to figure out:

• How your product fits into their current tech stack
• Whether similar companies have succeeded with it
• Ease of learning and adoption
• Whether it meets security standards
• Pricing scales with team size
• Getting internal buy-in

These are high-stakes pain points that the “big three” don’t fully address. 

5 underrated BoFu content types to add to your portfolio

1. App tutorials to show product value to leads

Most top-ranking articles skipped the how-to element that non-technical users need. So, when writing my tutorial, I used screenshots to show the product in action and included templates to make it easy to follow.

The approach helped buyers:

• See a clear, actionable path to solving the problem
• Visualise value quickly
• Evaluate how easily the tool fits into their current stack
• Advocate internally with confidence based on lived experience

Within days of publishing, the article drove signups and ranked for high-intent keywords like “how to build an interface for Google Sheets.”

Pro tip: If you’ve gated your product behind a paywall, consider using interactive demos. According to Gartner, more than half of B2B buyers prefer to make decisions without talking to sales. Demos give them a way to explore your product’s value on their own terms.

2. Product use case articles to encourage adoption

A use case article shows buyers how your product fits into their workflow and what results to expect, making it easier to gain internal support. They’re especially valuable when your product serves different audiences or has multiple applications.

For example, when Moz launched “Keyword Suggestions by Topic,” Chima Mmeje wrote a detailed article on building topic clusters to explain how the feature worked.

Instead of repeating what was already ranking on Google, she grounded the piece in her experience and included templates, checklists, and screenshots to guide readers and show the product in action.

Use case articles work best when written by a product or subject matter expert who can:

• Explain the steps they took and why
• Share assets that help readers take action
• Create content that buyers want to share internally or with peers

3. Complementary vertical use cases 

Partner stories show how your product works alongside another tool to solve a specific problem or improve a workflow.

They build credibility, especially in industries like fintech, healthcare, or enterprise tech, where trust in implementation matters as much as the product.

For example, Jonathan Berthold wrote a blog post showing how SEO teams can pair Moz’s API with Relevance AI to automate tasks like competitor analysis and keyword research.

The article breaks down five SEO workflows the integration supports, how to set them up, and the benefits of combining both tools.

4. Customer webinars to build trust with your target audience

Customer webinars feature real users explaining how your product solved a challenge. Float, the resource management platform, does this well. They choose customers whose stories reflect current pain points and prioritise brands their audience already trusts.

One example is their webinar on project estimation with Atlassian and FlightStory Studio. The guests shared practical strategies and templates for improving estimates and explained how Float supports that process.

As Stella Inabo, Content Marketer at Float, explains:

“We often repurpose case studies into how-to content. During that process, we might uncover a strong insight or result that makes the customer a good fit for a webinar. We evaluate whether their insights align with our audience’s needs, subject matter expertise, and brand relevance. If everything lines up, we invite them.”

Float has seen increased user signups and sales calls from customer webinars.

5. Internal buy-in enablement kit

Even if your ideal buyer is convinced, they still need approval from finance, IT, or legal teams. 

An internal enablement kit gives them the tools to answer stakeholder questions and secure buy-in. It typically includes assets like:

• Security documentation (for IT)
• Pricing guides and ROI calculators (for finance)
• FAQs (for legal or procurement)

These kits aren’t SEO related, but they move deals forward, particularly in enterprise or multi-stakeholder sales. While IT or legal may enter the buying process later, their concerns can delay or block a sale.

For example, in a Vena customer story, Andrew, Finance Manager at Kuali Inc., shared how his team raised security concerns when he proposed joining the Vena Copilot beta. Vena had answers ready, making it easy to reassure his team and get approval.

Resources like these are essential when selling to companies with layered approvals, especially when deals tend to stall with legal, finance, or procurement.

How to choose the right BoFu format for your business

Step 1: Understand your buyer’s intent and awareness level 

Before deciding which content formats to create, consider:

• The stakeholder’s role in the buying process
• Evaluation criteria
• Familiarity with your product and solutions

BoFu decisions usually involve multiple stakeholders with different levels of awareness and evaluation criteria. Choose content formats that speak directly to their needs.

Step 2: Identify blockers

Your BOFU content should support conversion goals. Start by asking:

• Which buyer objections are slowing us down?
• What BOFU content could remove those blockers and drive results?

Answering these questions shouldn’t happen in isolation. Your sales team is a key source of insight because they talk to buyers, hear objections, and often know what works.

As Aarushi Singh, Senior Content Marketer at Uscreen, put it:

“Enablement is about creating shared momentum without stepping on the people who’ve already figured out how to win. That means asking what’s already working that we can double down on, letting reps share their take on solving a particular problem, and scaling the instincts and stories they already use, not overwriting them.”

Step 3: Map BOFU content formats to buyer intent and business goals 

When choosing BoFu formats, I use a mental model called the BIG Matrix to make decisions based on:

• Buyer intent
• Internal blockers
• Go-to-market goals

Use insights from your sales and GTM teams to identify where deals tend to stall. Then, choose BoFu formats that remove those specific blockers.

For example:

• If champions struggle to get buy-in from IT or legal, create content like security FAQs or procurement one-pagers.
• If buyers ask how your product fits into their workflow, use an app tutorial to show its value and ease of implementation.

Conclusion: Create BOFU content that supports your business growth