9 May 2017

3 Ways to Boost Product Marketing with Content

Product marketing is tough. As a product marketer, you have the complex task of connecting the dots with your company’s engineers, product developers, sales folks and management to create a cohesive and compelling narrative for your product and your brand—a narrative that will engage and resonate with the multiple target audiences you’re trying to reach.

You’re likely facing a number of daunting challenges including:

  • synthesizing everything your company does into one clear story
  • keeping colleagues and internal teams on message
  • inspiring new clients and engaging current customers
  • answering a multitude of questions from external audiences and internal teams

Here’s where content marketing comes in.

Producing content is not just about putting words in front of potential customers. It’s about growing awareness about your product, offering relevant educational resources, and building community. A well-executed content strategy will help you understand your customers and the problems they are trying to solve. Most importantly, it will help you sell them your solutions.

While every organization has different product marketing needs, most have some common goals—including reaching the right people and meeting sales targets. Here are just three ways great content can help boost your product marketing:

1. Sharpen your message

You may be working with complex concepts and abstract ideas. You likely want to reach multiple audiences and help them meet varied goals or solve a range of challenges. Doing it all requires clear and focused communication.

Focusing on your value proposition will help you create more effective content. It will also help you stay nimble and evolve with your audiences and their needs. And the more you work with your message, the more refined it becomes. Here’s how:

  • write and rewrite
  • invest regularly in new content
  • repurpose and reinvent your content into new formats
  • revise as new information and feedback comes in

2. Answer your customers’ questions—before they ask

Prospects and customers do not want to work hard to find the information they’re looking for. Be ready with answers to their questions and you’ll be one step ahead in gaining their trust. Keep a running list of commonly asked questions—they are great starting points to write blog posts and other content on. The content you create to answer those common questions can help you build a knowledgebase of resources that can be used to ensure consistent messaging, both internally and externally.

3. Really get to know your customers

Every piece of content you launch into the world—a blog post, eBook, case study, customer story, even a tweet or Instagram post—is a touch point with your audience. You’re building your brand and creating an experience, piece by piece.

Use these points of contact to better understand who you’re talking to. What information do people find most valuable? What key phrases pop up? What are the pain points—and how can you offer a solution? Incorporate this data-gathering into your daily routine. Getting to know your customers and their expectations will help shape effective communication and sales strategies.

Well-crafted content makes all the difference

Customers and prospective customers get to know you and your products through the content you publish. It’s important to be creative, focused and nimble. What are your marketing goals? How can you use content to reach them?

If you liked this post, you may want to check out Product Marketing Content: 3 Writing Ideas to Get You Noticed.

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Emily Amos
Emily Amos

As the founder of Uplift Content, Emily leads teams in creating done-for-you case studies, ebooks and white papers for high-growth SaaS companies. Check out her bio.

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