14 February 2017

Product Marketing Content: 3 Writing Ideas to Get You Noticed

Product marketing content is all about providing the right information at the right time. From e-books to white papers, case studies to hard data—when written well and written right, these pieces can deliver the information needed to convince potential customers that they can trust in your product’s quality and usefulness.

Imagine you’re chatting with a charismatic stranger who really pulls you in with their words. What key traits would they possess to make you feel inclined to listen, and also trust them? A few such traits might be:

  • they can express their thoughts and messages well, in as few words as possible
  • they can show you their experience without talking about it directly
  • they seem to know the answer to every question you have, before you even ask

How can you take these successful traits and translate them to your content? Here are 3 ways to get your product marketing content noticed by potential customers:

1. Prioritize helpful and human over promotional for your product marketing content

Product marketing content is a great way to show your audience that you not only believe in what you’ve created, but you’re committed to proving the worth of the product itself. That’s why it’s important that your content isn’t just created solely for the purpose of promotion. It needs to relate to your potential clients on a far more human level—one that will help them and provide value to their lives.

A few ways to demonstrate the value of your product through content include:

  • how-to information that shows people the potential of your product
  • success stories from past customers through data-driven case studies
  • practical advice and inventive ideas on how to use the product

Whichever way you choose to educate your potential customers, be sure your product marketing content is human, relatable and clear. This will help you turn more readers into customers.

2. Write for your audience by eliminating jargon in your product marketing content

In more niche industries, like tech and software, one of the biggest communication barriers is often an overuse of technical vocabulary. More than anything, this seeps through into the content they create and publish online.

When creating product marketing content, communicate in a way that will resonate with your potential customers. Odds are, an average reader would be confused by the technical language you use in the workplace.

Simple, short and straightforward sentences are critical for serious topics. In fact, the more complex the topic, the more you need to be sure that you’re writing in a clear and coherent way so that your website visitors understand your essential messages.

If you’re unsure whether potential customers can easily understand your content, sit down with someone outside your industry, and have them read your work. Ask them to identify each spot where something is confusing or unclear. You’ll be amazed at the insights you can gather from this exercise.

3. Give them answers to their questions before they even ask

Evidence of a truly customer-focused writer is the ability to meet the needs of potential customers in a proactive, intentional way. In other words, you should identify what the potential customers’ questions will be, and answer them before they even ask.

If you know your product well and your audience even better, you’ve got the insights to know what information potential customers need in order to believe in the potential and value of your product.

For this writing practice, put yourself in the shoes of your potential customer. If you were to look at your product, where are the information holes? Which elements aren’t explained—or aren’t explained clearly? Identify these gaps and fill them—you don’t want your potential customers walking away because information is unclear or lacking.

What is your own biggest writing pet-peeve when reading other product marketing content? And are you at all guilty of doing the same?

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Emily Amos
Emily Amos

Emily leads teams in creating strong content marketing strategies and relevant, valuable content that cuts through the noise and lifts your company to a position of authority.

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