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Product-led content strategically weaves the product into the narrative and uses it to illustrate a point, solve a problem, and/or help the audience accomplish a goal.

Product-led content strategically weaves the product into the narrative and uses it to illustrate a point, solve a problem, and/or help the audience accomplish a goal.

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Product-led content

  1. 1. What is product-led content? → (and why you should try it)
  2. 2. 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.
  3. 3. 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... 😉
  4. 4. 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.
  5. 5. 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.
  6. 6. 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.
  7. 7. Both are solid examples of product-led content. It may seem an obvious tactic, but not many companies use it.
  8. 8. 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
  9. 9. 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
  10. 10. 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?

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