What is
product-led
content?
→
(and why you should try it)

Content where a product
is woven into the narrative
and actively used to illustrate
a point, solve a problem, and/or
help accomplish a goal.

We're not talking about help docs,
landing pages, pieces like "How
[product] lets you do [thing],"
or case studies—these are
product-led by default... 😉

We're talking about content that
covers topics relevant to customers
while also folding in screenshots,
advice, and information about
the product and how it helps.

Take Ahrefs' guide to 7 "Marketing KPIs worth
tracking:" it tells you about marketing metrics
while also demonstrating how the product
helps track & measure KPI #5.

Or Hotjar's "Guide to open-ended questions:" it
gives a thorough intro to the open-ended
format while also showing how the product
can be used to run website surveys.

Both are solid examples
of product-led content.
It may seem an obvious tactic,
but not many companies use it.

Why not many people do it:
The content team needs to know
A) customers, B) use cases, C) product
features, and D) their intersection
really, really in depth →this is rare
The team needs to stop pursuing
traffic metrics and instead measure
biz impact →this is unusual

Why more people should try it:
It helps with growth →potential
customers see the product in action
and get to know it before committing
It helps with retention →existing
customers discover new ways of using
the product & getting value out of if

M O R E O N P R O D U C T - L E D C O N T E N T @
C O N T E N T F O L K S . S U B S T A C K . C O M
...will you try it
next?