The Godfather of marketing, Seth Godin, has said that content marketing is the only marketing left. While marketers primarily focus on various marketing and ad campaigns, the role of content seems diminished. However, content marketing plays a vital role in improving the customer journey. It helps in educating them about the product and the brand to developing interest in it. Further, it also improves their purchase intent. It can further motivate the users to nudge them towards the end of the conversion cycle.
But starting the suitable types of content is what matters most in the SaaS and PLG content marketing strategy. With the product as the hero, content can play the role of ammunition and generate quite some impact on the brand growth.
Content in a product-led growth(PLG) landscape
The traditional approach for marketers in the SaaS landscape usually works by creating a blog page and write some product-related articles. While it is a valuable method of improving website SEO and search engine visibility, it often fails to help marketers with product-led conversion practices. Marketers optimize these content pieces heavily for search engines and subdue the role of the product often.
Yet, in the PLG growth marketing landscape, the product should lead the way, and the product story should be weaved into its journey. Ideally, PLG content should enable marketers to streamline the user journey and improve the product’s appeal to its users.
Importance of PLG content
PLG content should act as a guide and openly speak to its users about the benefits and value it can offer. It should talk about how effectively solves the customers’ pain points or improve the current inconvenience. Naturally, companies using content as the preferred marketing channel in the SaaS landscape have grown by 30% and retained 10% of users.
Using this content becomes extremely targeted and improves user engagement by quite a bit. Subsequently, it helps generate more quality leads that are ready for conversions. Using product-led content, marketers can drive better time-to-value benefits to users and convert them more conveniently.
During the user journey, PLG content can help upsell product capabilities to the users. Someone who used a freemium or basic version of the product can be nurtured using relevant content and re-converted to a higher tier or paid version of the product. Since the users are already aware of the product features and usefulness, pushing the right content improves the purchase intent and motivation more effectively. See our previous post for a product as a hero of your story.
Driving an effective strategy using PLG content is not tough for a product marketer. However, understanding the relevance of the topic types and their role in the user journey map is essential. Depending on the efficiency, four types of content can be categorically distributed according to the user journey stage to improve user engagement.
Types of PLG content to leverage
The first choice for marketers is the product blogs or articles that they can publish on the brand’s website. Using relevant themes and keywords, businesses can improve their search engine visibility and ranking, thereby driving more traffic to the website. This results in increasing product awareness for its users.
Generally, the usefulness of a SaaS product depends upon the degree of convenience it offers. Once the users see through that, improving their intent becomes easier. A product-led article provides an in-depth description of the product’s capabilities, which delivers a clear value to its users.
The next popular choice for keeping the product in front is to publish gated content in the form of whitepapers, webinars, or industry reports. These types of content help users identify the product’s current standing versus its competitors in the segment. It further helps in highlighting the current industry expectations and the capability of the offered product. Naturally, something ahead of the existing solutions can deliver the confidence factor among the adopters and effectively convert them.
The data generated from the gated content can help create the third type of content in the PLG landscape, known as account-based marketing. The content helps in nurturing both the existing and new users to upsell the products using user-generated intent markers. These campaigns usually contain all the user information regarding users’ convenience and pain points. Therefore, it becomes convenient to nudge them towards the end of the conversion journey.
The last type is one of the most common content strategies while using content to improve SaaS conversions. It offers much versatility to marketers as it can include videos, images, and other rich-text formats. Further, marketers can hyper-segment the email lists and send contextual messages according to the user journey stages.
The PLG content can effectively be used according to multiple permutations and combinations. Further, they can be executed depending on the user’s intent markers and motivation levels. There is no correct order here. But using them in coalition according to the user journey stage can effectively improve the PLG marketing performance.