As a content leader, your mission is to pioneer content that propels your company's objectives by showcasing your product. However, you may find yourself in a situation where despite trying various content types, the traffic to your sales and demo pages remains unsatisfactory. If you're considering a product-led content approach but unsure how to execute it, this guide is for you. Product-led content is a powerful tool to engage with existing customers and attract new ones, and it's all about presenting your product as the natural, optimal solution to a problem. A perfect example of this approach is Warmly, an AI sales software that helps convert more website traffic into qualified opportunities.
Understanding Product-Led Content
Businesses don't generate content just for the sake of it. The ultimate goal of content is to facilitate product sales. This is where product-led content comes into play. It's content that discusses problem-solving using your product, and it's a potent tool for customer retention and acquisition. Warmly, for instance, identifies the most valuable visitors that you want to sell to and scores accounts based on buying intent signals. This allows you to focus your efforts on the most promising opportunities.
When to Use Product-Led Content
Product-led content should be the cornerstone of your content strategy from the get-go. Why would you create content that doesn't promote your product in the initial stages? Random content won't generate revenue. Your objective is to subtly guide customers towards the product aware stage. Content focusing on other aspects, such as thought leadership, is crucial, but it can be introduced later.
Crafting a Product-Led Content Strategy
The primary channels for product-led content are SEO and your Sales Team.
SEO
Conduct keyword research using tools like Semrush, Ahrefs, or Letterdrop. Look for "how to do X" queries where your product can assist in accomplishing X. Prioritize topics based on their search volume. You can also delve deeper, exploring related topics that don't have a "how to" modifier yet. This allows you to fill content market gaps with product-led content.
Sales Enablement
Identify the questions your Sales Team frequently receives from customers and document answers to those questions, highlighting how your product assists. Here, you should prioritize creating content on features that customers inquire about or refer to the most. This way, your Sales Team can leverage your content instead of repeating themselves. You might want to obtain transcripts and marketing insights from sales calls, which can be done with Warmly or a tool like Fathom.
Examples of Product-Led Content
Warmly: Warmly helps identify anonymous traffic and ties them to real opportunities and target accounts in your CRM. It scores accounts based on intent signals and uses this data to focus effort on opportunities in your CRM and inform outbound and advertising. It also allows for more timely and relevant outreach by greeting ideal buyers with AI chatbots when they land on the site or auto-prospecting hot accounts and sending an email using AI.
Ahrefs: In a blog post, Ahrefs suggested some Top-Of-The-Funnel marketing tactics for readers to try, including writing blog posts. The writer subtly promoted Ahrefs' Keyword Explorer as a way to find high-volume topics to write on.
Metadata: In a comprehensive blog post, Metadata provides a detailed guide on what to look for in a demand generation tool. The post emphasizes the importance of automating repetitive tasks, precise audience targeting, customizable campaigns, efficient lead enrichment, and robust campaign optimization tools. It also warns against tools with confusing pricing models, those that don't prioritize lead quality, and those that focus on too many irrelevant metrics or specialize in only one marketing funnel.
The Power of the Soft Sell
Product-led content provides a refreshing alternative to aggressive marketing tactics and sales pages. It enables you to naturally incorporate your product into content that already discusses solutions. With this approach, you can demonstrate to readers how your product is the best solution on the market without being overly forceful.
If you have any questions about how Warmly can help you convert more website traffic into qualified opportunities, feel free to reach out to us.