You can add b, i, and u tags for inline formatting. But to bold a button name, use menucascade and uicontrol.
Here's a sample bold formatted word:
Download the <b>project.war</b> file from the folder.
Here's a sample instruction:
Click the <uicontrol>Print</uicontrol button.
For a cascade of actions, use menucascade in combination with uicontrol:
To open the document, go to <menucascade><uicontrol>File</uicontrol><uicontrol>Open</uicontrol></menucascade>.

By using menucascade and uicontrol, you can implement different formatting than plain bold (although by default, it will look the same in Oxygen's webhelp output).

Note that you cannot use strong instead of b.

You can also use basic HTML list tags, such as ol and ul. You can use these list tags in a concept.

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