Content strategies that convert readers into customers
A business blog serves one purpose: attract buyers and move them toward a decision.
Here are 15 blog post formats that build authority, answer buyer questions, and generate leads.
How-to guides
Step-by-step tutorials rank well in Google and answer high-intent queries.
According to Semrush, how-to keywords account for over 8% of all search queries globally.
Example: A SaaS company publishes “How to automate invoicing in Xero” to capture users actively seeking that solution.
Industry trends and insights
Trend content positions you as a source worth following.
Google Trends data shows seasonal spikes in trend-related searches, often 30-50% higher than baseline.
Example: A B2B supplier writes “Supply chain shifts in European manufacturing for 2025” to attract procurement managers researching market changes.
FAQ posts
FAQ content targets featured snippets and People Also Ask boxes in Google Search.
Ahrefs data indicates FAQ-style pages earn 2-3x more organic clicks when they win position zero.
Example: An accountancy firm answers “What expenses can UK sole traders claim?” to capture tax-season search volume.
Problem-solving guides
Address pain points your product or service solves.
Content that solves a specific problem generates 70% more engagement than generic awareness content, according to Content Marketing Institute research.
Example: A cybersecurity firm writes “How to prevent ransomware attacks on SMEs” to attract IT decision-makers.
Behind-the-scenes content
Humanise your brand by showing how you work.
Sprout Social data shows behind-the-scenes content generates 25% higher engagement on LinkedIn than promotional posts.
Example: A manufacturing company shares “How we quality-test every component before shipping” to build trust with B2B buyers.
Case studies and customer success stories
Case studies are the most effective content type for B2B buyers in the decision stage.
Demand Gen Report found 79% of B2B buyers share case studies with their buying committee.
Example: A logistics company publishes “How we reduced delivery times by 40% for [Client Name]” with measurable outcomes.
Employee spotlights
Showcase expertise and build employer brand simultaneously.
LinkedIn algorithm favours content featuring real people, increasing reach by up to 30% compared to brand-only posts.
Example: A consultancy profiles “Meet our head of data analytics” to demonstrate bench strength to potential clients.
Polls and surveys
Interactive content generates first-party data while boosting engagement.
LinkedIn polls receive 20-25% engagement rates, far exceeding static posts.
Example: A recruitment agency asks “What’s your biggest hiring challenge in 2025?” and publishes findings as a follow-up report.
Quizzes
Quizzes capture leads through gated results.
Outgrow reports that interactive quizzes convert at 30-40%, compared to 3-5% for static landing pages.
Example: A marketing agency offers “What’s your content maturity score?” to segment leads by readiness.
Jargon explainers
Define industry terms your audience searches for.
These posts target informational queries and build topical authority for Google E-E-A-T signals.
Example: A fintech company explains “What is open banking?” to capture searchers early in the buying journey.
Comparison posts
Comparison queries signal high purchase intent.
Ahrefs data shows “vs” keywords have an average CPC 20-40% higher than non-comparison terms, indicating commercial value.
Example: An ERP vendor writes “SAP vs Oracle NetSuite: which suits mid-market manufacturers?” to intercept buyers evaluating options.
Product updates and releases
Announce new features with clear benefit statements.
Product update posts drive existing customers back to your site and reduce churn.
Example: A project management tool announces “New Gantt chart view now available in Asana integration” to retain users.
Seasonal content
Calendar-driven content captures predictable search spikes.
Google Search Console data typically shows 2-5x traffic increases for well-timed seasonal posts.
Example: An HR consultancy publishes “UK employment law changes effective April 2025” before the new tax year.
Expert interviews
Interviews borrow authority from established names in your field.
Guest content also earns backlinks when interviewees share with their audiences.
Example: A marketing agency interviews a Google Ads product manager on upcoming Performance Max changes.
Future predictions
Prediction posts attract links from journalists and industry publications seeking expert commentary.
Moz research shows prediction content earns 2x more referring domains than standard blog posts.
Example: A renewable energy consultancy writes “Solar adoption rates in Southern Europe: 2025-2030 forecast” with cited projections from the International Energy Agency.
Choose formats that match your buyers’ information needs at each stage.
Measure performance in Google Analytics 4 and Google Search Console.
Double down on what generates leads, not just traffic.
