"To create really good convincing and helpful product-led content, you need in-depth knowledge of your product." - dr fio D. Content marketers sometimes cringe at the idea of plugging the product in the content. Doesn't that take away from the content? Doesn't it make it feel too salesy? Tacking a CTA on at the end actually feels more salesy than weaving it in throughout. It also exposes a potential misalignment in strategy. If you can't naturally talk about the product in the body of the piece, maybe it's not the right topic. Ahrefs and dr fio D.'s former company, Hot Jar, rate potential topics on a 0-3 scale. 0 = no connection between your topic and your product 3 = your product is an irreplaceable solution to the problem posed in the topic At Hot Jar, Fio called this the Hot Jarability score. I loved this so much that I coined "Doolibily score" internally. Fio went deep on product-led SEO in the latest episode of Content Logistics, produced by Justin Brown and Tristan Pelligrino at Motion. Catch the whole episode in the comments. #content #contentmarketing #marketing
Really well done way of doing highlights Camille Trent. Saving this video for inspiration.
Woahhh Fabulous 💯🙌
I love Fio's rating system for product led content. It's such a great way to assess where to focus.
Another great episode!
Just now listening to this, Camille Trent. It's great. I especially love the ratings. When I was at Ministry Brands assigning content for Ekklesia 360, we did a bit of hybrid content that was a smidge top of funnel but also product-centric by creating listicles that the target audience (church communicators) would find helpful and intentionally showcasing our product in the list. Example: 10 Ways to Promote Church Missions (https://hello.ekklesia360.com/blog/10-ways-to-promote-church-missions). Check out number 4 (it's use E360 to create an amazing missions page on your website). I used to assign the list articles like these to writers who knew church communication up and down and require the product feature I wanted included to be in it. Then, I would personally conduct an interview or finesse the bit about the product and feature a real person who used it.
If you select the right topics, there's always a way to naturally tie in your product to the narrative. It literally only looks salesly if it isn't natural and you've forced it—or if your content doesn't provide any value other than being salesy. You hit the nail on the head—if you can't naturally tie it in, you're probably choosing the wrong topics.
Really well done . I am impressed.
Content & Community @ Teal + SaaS Advisor
2yFull overview: https://motionagency.io/episode/how-to-create-product-led-content-that-converts-with-fio-dossetto/ Spotify: https://open.spotify.com/episode/0Tdn6UuTynyuLvlcYQTkzk?si=z5CbsFXZQhOu6hi7owfUiw&utm_source=copy-link&dl_branch=1 Apple: https://podcasts.apple.com/us/podcast/content-logistics/id1572862960