A Step-By-Step Guide to Winning at Product-Led Content Marketing

A Step-By-Step Guide to Winning at Product-Led Content Marketing

We all have them: These SEO articles that bring in the majority of our traffic but never convert.

SEO professionals joked about HubSpot’s articles, such as those about the Shrug emoji.

Or how about writing a resignation letter?

While these articles rank in the top three and bring in thousands of visitors every month, the conversion to marketing automation software and CRM is probably poor.

And so these articles focus on vanity metrics. Yes, even if traffic is not fit, there can be boasting of organic traffic.

In this article, let’s look at how you can achieve the opposite.

We can tell your content marketing strategy about realizing business prospects, finding your content, and how you can address your customers’ problems and problems.


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The benefits of this approach are:

  • Positioning your tool or software as an irreplaceable solution to your customers’ problems.
  • Educating yourself on the possibilities of using your tool and what benefits they can expect.
  • Supporting acquisition based on merit as pieces improve users’ awareness level and understanding.
  • Improving retention when you educate existing users to use their tools creatively.

Let’s talk about generating qualified traffic that is ready for conversion.

Understanding Product-LED Development

Product-based development means that your company’s strategy is focused on your product to find and convert new leads and customers.

Your growth comes from customers who like your product (and talk about it), not e-book downloads or white paper ideas.

Instead of focusing on the three main funnel stages (above the funnel, the middle of the funnel, below the funnel), you focus on the business potential of each marketing activity.

This is an approach that works; Companies known for product-based development strategy include Slack, Dropbox, Typeform, MailCamp, and Loom.

Dr. Fio Dosetto defines the marketing of product-led content as:

“Content where the product is woven into the narrative to illustrate a point helps solve a problem and / or accomplish a goal.”


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Product-based content marketing sits at the intersection of content marketing, product development, and customer success.

Bear in mind: These are still blog posts and column pages. We are not talking about a sales page optimized for conversion.

In the SEO space, a company known for product-led development and content marketing is Ahrefs.

CMO Tim Sulow says:

“All we care about is business capability. To assess the business potential of each keyword and topic, we have developed something that we call a commercial potential score. And we try to target only those topics where our product is an almost irreplaceable solution to the problem. “

There are three levels of business potential score:

  • Your product is an almost irreplaceable solution to the problem.
  • Your product is helpful but the problem can be solved without it.
  • Your product is barely relevant to the problem.

As you might have guessed, the “Shrug Emoji” piece is barely relevant to HubSpot and is trying to solve problems.

So, let’s look at some examples where content marketers got it right instead.

Exotic Products – LED Materials Marketing Examples

The SEO tool Ahrefs has an article that targets the term [keyword research]. The article explains the process in detail and gives many creative ideas on how to find new keywords.

But of course, they describe the process with their own tools. It is the perfect combination of an educational supporting article and exposes one of the main use cases of the software.

The instrument is very easily woven into the narrative.

Of course, Ahrefs are not the only tool to do keyword research, but they highlight how effective you can be when using it.

Coschedule is targeting the term using a similar approach in its article [annual content calendar].


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You can create a content calendar in a spreadsheet (and they show you how) but they also highlight the challenges that Cocciduals make in a spreadsheet (mess, different views, ownership, deadlines, to name a few. For).

Coschedule Content Marketing Examples

Similarly, Thrive Themes show us [how to create a landing page] Using Thrive Themes.

If you are ready to withdraw the rewards of product-led content, follow the step-by-step process.


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Product-led content marketing step-by-step

The process of creating a product-based piece of material looks like this:

  1. Research problems and issues.
  2. Define your content core.
  3. Evaluate the business potential of each idea.
  4. Underline the article and weave your product into the narrative.
  5. Choose Call-to-Action.

Let’s dive in!

1. Start with problems and issues

Your product exists because you are solving a problem in your target market.

Therefore, your customers’ shopping journey always starts there: their problem.

Most potential customers will be aware of the problem.

They know they want to increase employee engagement without producing duplicate versions, share files online, or build a landing page without knowing the code.

Marketing funnel

As they start researching, they go from being pain / problem-aware to solution-aware (internal communication tools, cloud file storage, WordPress page builders) and finally product-aware (Slack, Dropbox, Throat Themes) Let’s go.


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To get started with product-led marketing, brainstorm on the problems and issues that your customers have.

There are various techniques that can help you do this:

  • Seo classic: Find keyword research and search volume as a research for market interest.
  • Customer-centric one: Start doing customer interviews and analyze your support tickets to find common issues.

At this stage of the process, every idea is a good one. We want to collect as many content ideas as possible without filtering ourselves too much.

We will refine the ideas in the coming stages.

Get 5-10 problem-related content ideas this week using one of the techniques.

2. Define Your Content Core

The term “content core” was coined by Garrett Moon in his book 10x Marketing Formula from Koseducal.

The concept focuses on connecting your content ideas to the value propositions of your business and products.

“Your content connects core dots to what your customers care about and what you have to offer them. Note that I said “what your customers care about,” and “what your audience cares about”. There is a difference. Because if you are going to be really good at generating leads and converting traffic, then you have to understand the customers who are already paying you.


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Its purpose is to understand what you do and the intersection of what you need to talk about. In his book, it is depicted in the image of two overlapping circles below.

What should you include in your content

Write down the features and value propositions of your product.

Now compare your content ideas from step 1 with the value proposition.

Is there a way to weave features and value propositions naturally into the article?


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Note a simple “yes or no” for each article idea.

3. Evaluate the business potential of each idea

For this step, let’s focus on the articles you chose for your content core.

We would like to further assess how well this article can support your growth.

Remember the business competence scale from Ahrefs?

  • Your product is an almost irreplaceable solution to the problem.
  • Your product is helpful but the problem can be solved without it.
  • Your product is barely relevant to the problem.

For each idea, choose the importance of your own device.

BTW, this is not about this being 100% correct. Of course, there will always be edge cases and this scale is very subjective.

The goal is not to spend too much time choosing the right business capability.

Instead, separate these content ideas where your product is irreplaceable from those where you are relevant to the problem.

We are basically refining your content core and prioritizing your content calendar.


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Our top priorities will be where your device is a unique and irreplaceable solution to the problem.

Now add priority scores to your content views. This should take less than five minutes.

4. Outline the article and weave your product

When designing content for my clients, I include the following information:

  • Focus and auxiliary keywords.
  • Content-type and approximate word count.
  • Headline outline.
  • Internal adding recommendations.
  • Best performing website on page one for comparison.

For a product-led article, you want to focus on how to weave your product into the narrative.

This is best done by refining the outline of your title.

Here are a few tips:

  • When examples are needed, be sure to match your target audience.
  • When explaining a theory or concept, always add a use case that is relevant to your customers.
  • When creating a step-by-step process, be sure to add screenshots, videos, and examples of how this can be done using your tool.


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Make sure you are not switching to purely promotional sales copy while doing so.

This is not your sales page and the article should fulfill the intent of the search and be relevant to your audience.

The long-form sales copy is not what we are looking for here.

You will want to create an educational article that is really helpful, but be sure to check that it can be obtained easier, faster or more effectively when using your tool.

Let features and value propositions speak for you.

Start a content outline for your article with the highest professional potential.

5. Choose a call-to-action

Product-led content is a great opportunity for in-line CTAs (sometimes called native advertising). Who would read a CTA that doesn’t pop but it is completely part of the copy?

Well, the person reading the copy!

Make sure your articles have an in-CTA as well as a pop-up or button after the first and last paragraph.

These CTAs should always lead your product. No, not a white paper or ebook or template.


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Make sure that the CTA leads to a feature or product that matches what is stated about you.

In their keyword research article, Ahrefs link to their “Keyword Explorer” feature. It would make no sense to send people to a normal sales page or “backlink checker”.

A CTA works if congratulations for this article and the problem you have just exposed.

To use CTA, add a note to your content outline.


In short: Marketing of product-led content is an opportunity to support acquisition, educate prospects, increase retention, and achieve qualified conversions.

Make your product part of the story and focus on your customer issues to successfully implement product-led content.

Happy ranking!

more resources:

Image credit

Figure 1: ahrefs
Figure 2: Coccidules
Figure 4: Coccidules