Updated December 2020: Product marketing content is all about providing the right information at the right time to generate demand. Over 90% of product marketing managers consider positioning and messaging their top priority.
As a B2B SaaS marketer, you need compelling product marketing collateral such as case studies, ebooks and white papers in your toolkit to convince potential customers that they can trust in your product’s quality and usefulness.
The key to creating successful product marketing content is knowing what messaging will catch your customers’ eyes and make them want to find out more about your product. Imagine you’re chatting with a charismatic stranger who pulls you in with their words. What key traits would they possess to make you feel inclined to listen? For example, they:
- demonstrate their expertise with examples rather than claims
- express themselves in a clear, engaging way without being too wordy
- seem to know the answer to every question you have, before you even ask
How can you take these traits and translate them to your product marketing materials? Here are 3 ways to get your product marketing content noticed by potential customers:
1. Prioritize helpful over promotional for your product marketing content
Nearly 80% of product marketers say communication is the top skill needed in their role, which demonstrates how crucial it is to create B2B SaaS product marketing content that builds a real connection with your audience.
No one wants to hear about how great your company is, so you should avoid creating product marketing collateral solely for the purpose of promotion.
The content needs to relate to your prospects on a human level by helping them in their work and adding value to their lives. This is an excellent way to show your audience that you not only believe in a product, but that you’re committed to proving its worth the right way.
A few ways to illustrate the value of your product through your product marketing materials include:
- ebooks with how-to information that educate readers while also highlighting your product’s potential
- interactive content that enables your audience to engage with your team
- success stories from past customers in the form of data-driven case studies
- white papers with thought leadership that show your product’s impact
However you choose to connect with your audience, be sure your product marketing content is relatable and useful. This will help you turn more readers into customers.
2. Write for your audience by eliminating jargon in your product marketing content
In the B2B SaaS industry, one of the biggest communication barriers is the overuse of technical language. This seeps through into product marketing collateral and can confuse readers. It’s no surprise that jargon is a problem, though, considering that 21% of product marketers never actually speak with their customers.
It’s essential to communicate in a way that will resonate with your prospects when developing product marketing materials, but to do that, you first need to understand your audience. From there, you can create content that gets your message across in simple, short and straightforward sentences.
This approach is critical for serious topics. The more complex the subject matter, the more important it is to write in a clear, concise way so your website visitors get the points you’re trying to make.
If you’re unsure whether potential customers can easily understand your product marketing content, sit down with someone outside of your industry and have them read your work. Ask them to identify each sentence that is confusing. You’ll be amazed at the insights you can gather from this exercise.
3. Give your prospects answers to their questions before they even ask
Truly customer-focused product marketers have a knack for meeting their audience’s needs in a proactive, intentional way. To hone this skill, practice identifying what questions your potential customers’ may have, then answer these questions in your product marketing content before anyone even asks.
For example, when first-time installations of Zoom’s mobile app increased by 728% in March 2020, the company had to act quickly to deliver information to its audience on topics ranging from bandwidth to security.
While this is a unique example due to the circumstances, it demonstrates the importance of understanding what matters to your prospects and customers. If you know your product and your audience well, you can communicate the right information to illustrate the potential and value of your product.
For this writing practice, put yourself in your prospects’ shoes. Look at your product marketing materials and assess the information gaps. Think about what other details you can include to make a more compelling case for your product’s usefulness.
Need a hand with your product marketing content?
More than 75% of product marketers believe case studies are the most powerful sales enablement tool, but this type of product marketing collateral can take a lot of time and effort to create.
If you need help developing product marketing content, check out our case study, ebook and white paper writing services. We work with high-growth SaaS companies like LeanData, Okta and Looker.