While there are plenty of techniques for getting inspiration for topics by listening to your prospects, finding good idea after good blog post idea isn’t always that easy. Then, once the idea has been found, what format should you choose to best approach your subject?
At we have written all types of articles on a lot of different topics. Here is the list of types of articles to attract prospects, tested in the field!
1. The “list” type article
A list… that’s what we do in this article. It is a very popular format, appreciated by readers and easy to read: with its many titles, clear flow and small dynamic parts, it is a format that can adapt to all subjects.
Additional bonus: numbers are eye-catching! By highlighting the items on our list, we can attract prospects to our articles more easily. We all know these catchy titles:
- 10 questions to ask yourself before …
- 15 tools to manage …
- Getting started in 5 steps …
Our article “42 B2B Content Marketing tools classified by objective” still attracts a lot of traffic today. It is also because our prospects, with the list, know what they are getting into.
The advantage: Very easy to write, without a plan in parts and sub-parts, this type of simple article can be shared well on social networks and brings in traffic.
2. The idea of a “tutorial” type article
Obviously, for this type of article, it is better to have something to explain.
For a slightly technical subject, it’s perfect: if you want to explain a mechanism of our product, a somewhat obscure notion for marketers or a new innovative technique, the tutorial is a good format.
At Plaza, we did this in particular for the Google Search Console: used by our prospects but complex to handle, this is a request often made on search engines by marketers.
We had to position ourselves on it… and a tutorial seemed to be the perfect format to address this request to our prospects.
Our advice for a tutorial article that really helps understand your prospects:
- Well detail his plan to clarify the article as much as possible. The goal here is to be as clear as possible for our readers with a strong and recognizable structure.
- Put many images or screenshots of what you want to illustrate to, again, facilitate understanding: homemade diagrams (made with Canvas for example), that also pleases!
For example, in our tutorial article on the Google Search Console, we have divided the tutorial into several parts:
The advantage: you can explain something in detail, take the time to bring value to your prospects and position yourself as an expert.
3. The “product” type article
In this article, we can highlight one facet of our product and how it responds to a problem of our customers and prospects.
With this article, it’s finally the opportunity to talk about your product without making too much fuss! Usually, in content marketing we show parsimony when it comes to us: this rule is (almost) forgotten in this type of article.
Almost, because it is our main advice: to highlight a facet of our product, nothing better than to speak first of the problem to which it answers.
For example, in our article on the Smart Campaign, the secret weapon of Bob marketers, we started with a promise made to our customers: to save them time by providing them with the power of data. From there, we present them our functionality, its latest advances…
With an associated call-to-action for a demo or contact request, this type of article is conducive to conversions.
The advantage: We can take the time to explain in detail how our product works and attract our prospects.
4. The “news” article
It is an easy article to do and on which we can involve influencers. There are two types:
- articles reacting to “hot” news , which will potentially attract significant traffic but in the short term;
- “Recurring” news articles, which relate to a period of the year or an event that comes up regularly.
These are rather useful: by relying on great moments for our prospects, we can, without much effort, recycle relevant content regularly to offer it for reading at the appropriate time.
For example: “Good resolutions” or “Things to do for the start of the school year”, “Our marketing predictions for the year 2056”…
The advantage: simple to attract traffic to your website, this type of article increases our visibility on social networks.
5. Articles such as “Sharing an opinion” or “taking a position”
This type of article allows us to take a position on a subject that affects our sector and can cause debate. Here, you have to decide and share your point of view, but without falling into free criticism just to attract readers or create a buzz at all costs.
These articles work best when they are factual: as in a debate, it is a question of alternating arguments, facts and examples to hit the mark.
For example, our article on marketing automation workflows gives our straightforward opinion on workflows … but without trying to criticize them for no reason. We argue that misused or by default, they are not useful: this argument allows us to then base a whole body of advice on how to reveal their true potential in a constructive way.
The advantage: Giving your opinion means asserting your expertise and bringing interesting thoughts to our prospects. It is also showing personality, and it is often much appreciated!
6. The article “expert opinion” or guest blogging
To tackle a theme that is a little niche or on which we are not particularly comfortable, nothing like calling on an expert, guest or influencer who can bring expertise and value to our readers.
It’s an exchange of good practices: the guest gains visibility and disseminates his own content further than his usual readers, and in exchange, we have relevant, solid content, and in which we have not invested much. Occasionally in writing, except for the introduction and conclusion.
In our article on marketing trends for 2021, we called on a set of experts for each of the themes we wanted to address: Inbound, Content, Google Ads … by relaying it on social networks and tagging our experts, we generated a lot of visibility and traffic.
The advantage: a win-win! With our guest, we take advantage of each other’s notoriety and visibility, while producing cutting-edge and relevant content that highlights them.
7. The idea of an article that deserves several: the series
This is a very practical format if you have a lot to say on a subject. Rather than making a gigantic article, a series of small, digestible contents can be very popular with readers.
At Plaza, we recently launched our webinar series. It contains the following articles:
- How to find a good subject
- How to make a good landing page
- How to properly promote your webinar
- How to host a webinar
- How to generate leads with replay
- The complete guide, a sort of “summary” article.
In addition to being easier to create (we can go into detail in each article), it is very good for our SEO (Search engine Optimization): we indeed create a rich semantic cocoon between our articles.
The advantage: When our series is finished, we can make a summary article which summarizes all the articles and links to the dedicated articles, like our article “the complete guide”. Conversely, in each article we refer to the others in the series: this net linking is very powerful for SEO, because Google understands that our content is part of a whole.
8. The “comparative” standard article
This is very useful content for our prospects, which can very quickly position us as experts in our field. Indeed, by creating comparative articles, we prove that we master our subjects so well that we can compare tools, techniques or others.
The main thing is to talk about what we really know: at Plaza, we compared three of the most famous webinar platforms on the market, without trying to talk about all the others.
Why? We didn’t want to invent anything! By remaining sincere and speaking from experience, our prospects will appreciate it.
The advantage: we bring real value to our prospects, which allows us to forge a beautiful bond of trust, while strengthening our natural referencing on search engines.
9. The article based on a study
Our prospects are often looking for studies or statistics to support their work, to continue to be informed… And honestly, it is a long, tedious job, and not always easy to digest. Compare information, find the right studies… It is doing them a big service to pre-chew this work.
In addition, with this type of article, we position ourselves on highly sought after keywords and boost our traffic. The little extra? This format lends itself very well to an infographic, easy to distribute on social networks and very readable.
At, our Bob marketer prospects and we often look for figures on Bob emailing, in order to compare the results of their campaigns of wholesale snail buyers with what is done in the sector.
We have created a whole series of articles on the open rate, the click-through rate, the bounce rate…. then taken it all in a complete article the advantage: we position ourselves on highly searched keywords and gain visibility, traffic and credibility.
10. The “ultimate guide” article
To create very comprehensive content and position yourself as a reference on a particular subject, nothing better than the article “ultimate guide / complete guide”.
This is an ideal format if you want to position yourself very high in the search results: in fact, the more complete and exhaustive an article is (and covers the questions of your prospects well), the more likely it is to be very well referenced naturally.
At Plaza, this is what we did following our series of articles on webinars: the “summary” article we were talking about above is actually a hybrid between the summary article and the guide. : We still wanted it to be complete and not just used to redirect our prospects to other articles. So it has become a comprehensive guide to organizing a webinar.
The advantage: This format helps attract long-term traffic. Time spent on it is fully repaid and our readers have a better chance of staying on our site rather than looking elsewhere for more information.
11. The “event summary” article
This article is aptly named: when we have attended or organized significant events, impactful webinars or others, we like to transcribe them into articles. There are several types:
- summaries of events we have attended, known to our industry, such as our article on what to remember from Search Y Bob 2019 or 2020;
- summaries of events we have organized, such as our summary of Plaza day;
articles on conferences or webinars organized, such as the summary of our conference on the redesign of the site in three
- Month of Day or the intervention of Benoist and John for zero bullshit marketing during our day of “Marketing Wild Wild West” webinars on Saloon.
The advantage: the content is often already there! If we have prepared for the conference, nothing could be simpler than using our notes for a powerful article. For summaries of major events, not all of our prospects being able to attend, these are often appreciated articles.
12. The “case study” article
This article is very useful for highlighting associated premium content: white paper, case study … Here, it is a question of condensing some interesting remarks of our content to download to highlight it and make our readers want to find out more. In this case, do not forget to associate a call-to-action, which redirects to this content to ensure conversions.
This is also what we did at Plaza, to highlight one of our customer cases, particularly in relation to current events.
Ide lab, one of our clients, had set up Plaza and an inbound marketing strategy to generate leads in a very competitive world. With the content of the study, we wrote an article condensing some tips for our prospects in the same context.
We can also produce this type of content without necessarily having associated premium content: highlighting a victory for one of our clients, talking about their use of our product, sharing a particularly formidable marketing technique … These are very practical articles that are often appreciated.
13. “Lexicon” type article
This article, as the name suggests, is mainly there to give one or more definitions to our prospects.
By defining this term in depth, we can even position ourselves on queries like “XY definition” which are often highly sought after.
At Plaza, for example, we’ve done several of these articles, like the popular one on Marketing Qualified Leads, or MQL.
A sub-category of these articles are the more humorous articles: anti-jargon dictionaries, like the one we wrote for inbound marketing, somewhat sharp lexicons, dictionary of Anglicism’s … Depending on your prospects, you can create easily content that can be shared well on social networks.
The advantage: this content, when it is “classic”, allows us to rank well on search engines. When it is more humorous or original, manages to teach our prospects something while sharing something very human.