I build and execute content strategies for sales-led B2B SaaS startups that sell complex, enterprise-ready solutions.
Companies are afraid of blogging about their product. But I've seen great ROI from this content play: 1) Do original research on a topic your audience cares about. 2) Publish a research report. 3) Write "product blogs" that show your audience how to solve a specific problem using your product. 4) Add data insights and graphics from the report to the blogs. (There are a million other ways to repurpose and redistribute your report ... this is just one play you might want to try.) 👇 Report and product blog examples in the comments 👇
Yeah, I think it all depends on what the "product" is. If people can get their hands on it and work with it often, then it makes total sense. But if you're, say, a media company or a services businesses, it's not a great idea in most cases. I used to work at Univision and instead of focusing on "Univision," we focused on lighthousing our expertise on the Hispanic consumer b/c that responded to a lot of our objections.
Hmmm, think this could be done well with services? 🤔 I always see weaksauce implementations but that could work for a productized service I've been thinking on 🤔
Amen! It's not faux pas to mention product in a blog or to have a blog category completely devoted to the product and its use cases.
Currently i am good at content marketing through blogging. is it ok to take it as full time, not fear of Google updates, but fear of "will people's use Google for reading in future or will they watch YouTube videos?" And i think we should not think about competition. Since i think there lots and lots of things are uncovered on Google, right?
And then there are he brands that overdo it
We were writing a ton of TOFU educational content and shying away from product-heavy blogs. We’re pumping in more BOFU now with this exact strategy - how our product helps you do XYZ. This one has already landed us some demo sign ups! https://www.thryv.com/blog/retain-customers-using-thryv/
yes - and I'd argue this is where most miss, instead of how to "solve a specific problem using your product. (to your point)" they fall in love with it and highlight bells and whistles
Erin Balsa our SEO agency is adamant that writing specific product related blog posts canabalizes ranking for our main BOFU product pages on the main nav! Is this something you have heard from others? cc Chrissy Gow Elizabeth Mackenzie Thorben Grosser Valery Tsenter
Yes, brands don’t want to come across as salesy. But it’s not fluff if you’re showing people how they can practically use your solution to achieve a goal or resolve a problem. Hotjar do this really well!
I build and execute content strategies for sales-led B2B SaaS startups that sell complex, enterprise-ready solutions.
1yReport example: https://media.predictiveindex.com/wp-content/uploads/2020/07/30093700/Impact_Behavioral_Drives_Remote_Workplace_Report.pdf