7 tips How To Create Effective Content Marketing

7 tips how to Create Effective Content Marketing to create the best quality conversions for your articles. what we all know: SEO articles bring in the majority of our traffic but few conversions. SEO experts joke about Hub spot articles , such as emotional posts. Or how about writing a resignation letter? And so with articles that focus on numbers. Even organic traffic can become meaningless if the traffic is unqualified. In this article, see how you can achieve the opposite.

We’re talking about realizing the business potential, finding the core of your content, and how you can make your customers’ problems and problems the focus of your content marketing strategy.

7 tips How To Create Effective Content Marketing

The benefits of this approach are:

  • Locate a tool or software that solves customer problems.
  • Educate potential customers on how to use your tool and what benefits they can expect.
  • Support equal conversion, improve user awareness and understanding.
  • Grow your leads as you educate existing users on how they can use your tool creatively.

Let’s talk about generating conversions to drive traffic.

Table of contents

Understand product-driven development

A product-driven growth strategy is your company’s strategy for finding and converting new leads and customers focused on your product.

Growth comes from customers loving your product (and talking about it), not from e-book downloads or views.

Instead of focusing on the three main funnel stages (top of funnel, middle of funnel, bottom of funnel), you focus on the business potential of each marketing activity.

This is an effective approach; Companies known for their product-driven growth strategies include Slack, Dropbox, Type form, Mail Chimp, and Loom, among others.

Dr. Fio Dossetto defines content marketing for product development as:

“Product content must be embedded in a story to illustrate, solve a problem, or help accomplish a goal.”

Product-based content marketing lies in approaching product development and successfully addressing customer needs.

Remember: These are still blog posts and main pages. We’re not talking about a conversion-optimized sales page.

In the SEO field , one company known for its content marketing product development is Ahrens.

CMO Tim Soul says:

“All we care about is the business potential. To assess the business potential of each keyword and topic, we developed what we call a “Business Potential Score”. And we try to target topics for which our product is a quasi-unique solution.”

The three levels of “business potential score” are:

  • Your product is an almost irreplaceable solution.
  • Your product is very useful and the problem could not be solved without it.
  • Your product should not have any problems.

As you might have guessed, the “shrug emoji” segment has little to do with Hub spot and the problems it is trying to solve.

Let’s take a look at some examples where content marketers got it right.

Examples of compelling product content marketing

The Ahrefs SEO tool has an article targeting the term [keyword research]. The article explains the process in detail and offers lots of creative ideas on how to find new keywords.

But of course, they illustrate the process with their own tools. It’s the perfect mix of a useful article that’s educational and highlights one of the software’s key use cases.

The tools are brought into the story very smoothly.

Of course, Ahrefs isn’t the only tool for keyword research, but they do highlight how well you can use it.

Steps to create effective product content marketing

Schedule is using a similar approach in their article targeting [annual content calendar].

You can create content calendars in spreadsheets (with tutorials showing you how) but they also highlight challenges that Schedule can better solve than spreadsheets (random view, different views, ownership, term, various names).

Thrive Themes show us [how to create landing pages] using Thrive Themes.

If you’re ready to reap the rewards of product content development, start following the step-by-step process.

Product-based content marketing step by step as follows .

The process to develop product content marketing :

  • Research the problem.
  • Identify the core of your content.
  • Assess the business potential of each idea.
  • Outline your article and deliver your product.
  • Choose a “Call to action”

1. Research the problem

Your product exists because you are solving a problem in your target market.

So, your customer’s buying journey always starts with “Their Problem”.

Most potential customers have already seen their problem and come to the product.

They know they want to increase employee engagement, share files online without creating duplicate versions, or build landing pages without knowing how to code.

Steps to create effective product content marketing
Steps to a customer’s buying decision

At the beginning of their research, they move from problem/problem awareness to solution awareness (internal communication tools, cloud file storage, WordPress page builder) and finally product awareness. products (Slack, Dropbox, Thrive Themes).

To get started with product-based marketing, think about the problems and problems your customers have.

There are different techniques that can help you do this:

  • SEO : Do keyword research and figure out search volume, find interest in the market.
  • Customer focus: Initiate customer interviews and support analysis to find common issues.

At this stage of the process, every idea is a good idea. We want to collect as many content ideas as possible without filtering too much.

2. Determine the core value of the content ( content core )

This concept focuses on connecting your content marketing ideas with the value propositions of your business and product.

 Note that I said “what your customers care about” not “what the people viewing your ad care about”. There is a difference there. Because if you want to be really good at generating leads and increasing conversions, you have to have a deep understanding of the customers who bought from you.”

He explains that the aim is to understand the similarities between what you need to do and what you need to say. In his book, this is shown by the image of two overlapping circles below.

Steps to create effective product content marketing

List the features and value of your product.

Is there a way to naturally incorporate arguments and value propositions into the article?

Just make a simple “Yes or No” note for each article idea.

3. Assess the business potential of each idea

For this step, focus on the articles that you have selected for your “content core”.

Remember the potential size of the business from Ahrefs?

  • That product is an almost irreplaceable solution to the problem.
  • The product is very useful but the problem can be solved without it.
  • That product is mostly unrelated to the problem.

For each idea, choose the importance of your own tool.

However, it is not to make this 100% perfect. Of course, there will always be instances of competition and this potential is highly subjective.

The goal is not to spend too much time identifying the right business potential.

Instead, separate these content ideas that your product can’t replace with ideas that aren’t relevant.

We’re essentially aligning your content core and prioritizing your content calendar.

Our first priority are tools whose solution is unique and irreplaceable to the problem.

Add priority to your content marketing ideas . This will take a little more time.

4. Outline the article and put your product in it

When creating a content outline for your client, include the following information:

  • Focus and support keywords.
  • Estimated content type and word count.
  • Headlines and outlines.
  • Build internal links .
  • Compare performance between websites.

For a product post, you need to focus on how to bring your product into the story.

This is best done by fine-tuning your headline outline.

Here are a few tips:

  • When more examples are needed, make sure they are relevant to your target audience.
  • When explaining a principle or concept, always include a case example that is relevant to your customer.
  • When creating the step-by-step process, be sure to add screenshots, videos.

Make sure you don’t let your content turn to promotional sales when you do this.

This is not a sales page and the article must satisfy search intent and be relevant to your audience.

A very long sales post is not what customers are looking for here.

You’ll want to create a really useful educational article, but make sure to highlight that this can be achieved easier, faster, or more efficiently using your tool.

Let its features and value.

Start a content outline for your article by identifying business potential.

5. Choose a Call-to-Action

Lead product development content is a great opportunity for CTAs.

Make sure your articles have an inline CTA as well as pop-ups or buttons after the first and last paragraphs.

These CTAs should always lead to your product. Not a blank page or template page.

Make sure the CTA leads to a feature or product that matches what you’ve said.

In the keyword research article, Ahrefs links to their “Keyword Explorer” feature. It doesn’t make sense to send people to a generic sales page or “backlink checker”

A CTA will work if it’s relevant to the article and issue you’ve just highlighted.

Add notes to your content outline about what the CTA will use.


Product-based content marketing is your chance to increase conversions, leads, and customer loyalty.

Make your product part of the story and focus on your customer’s problems for successful product implementation.

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