'Product-Led Content Should Not Feel Like Marketing' contentmarketing contentstrategy
Ways to prioritize and create product-led content.Product-led content is a type of content that aims to solve your audience’s pain points by strategically using your product as the best solution.
There’s a common misconception that writing about your product means direct sales, and of course – we, as marketers, want to be the least obvious when trying to make a sale.People don’t hate marketing. They hate bad marketing.If you’re writing a product-led piece, the most important thing you should do is put your product in the right context. People don’t care what kind of product it is. They care about how it can help them, and that’s what you should write about.
From integrating their product into their content, most people understand that they need to be sales-focused. But there’s a good reason why one shouldn’t be: your readers don’t even know who you are yet. You should use your content to help your audience with their problem and actively show them how your product solves that.For decades, marketers were taught to focus on the “how” of their products. This has led to an enormous volume of marketing content full of technical detail.
New users are valuable for startups and retention alike. But attracting them is hard. The biggest challenge is that most users don’t know what they want. They don’t know how to express it, and even if they do, they aren’t sure about it. The second way to reach out to customers is by talking to people who work in your company – sales representatives, customer support representatives, engineers – and asking them questions like:For the companies that bought our product, what was the most common reason they bought it?Questionnaires help you achieve the main goal of identifying your customers’ pain points and crafting content around that.*: Getting more traffic on your website doesn’t guarantee more conversions.
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