Letter #96: Creating resonant product-led content
“How do I write content that engages different target users?”
Well, you don’t.
Sure, there are certain ways to do so.
But because content quality is seeing (and will continue to see) more showtime — thanks AI — I recommend you:
Steer clear from “mixed signals content” ❌
(Or content that tries to target different readers).
This is also important as you focus on:
Creating deeper funnel content for folks who are problem-aware and open to learning how your SaaS solution can help them
Using your MOFU and BOFU content for sales enablement and nurturing different segments of target users
Now to plan, write, and scale your content in a way that it resonates with your target reader, you need to dive into a simple task:
Map product features to your ICP (ideal customer profile or target user) 📝
To do so:
1️⃣ Talk to sales for (more) clarity around your target ICPs
Example: A CRM can have 2 different ICPs:
Sales managers
Sales reps
2️⃣ Talk to customer support to learn what outcomes each ICP wants to achieve
Aim to map out each user’s jobs to be done (JTBD). The results they’re trying to achieve.
Example:
Sales managers’ ideal outcome could be improved team productivity
Sales reps’ ideal outcome could be hitting monthly/quarterly quota
3️⃣ Go back to what you know about each of your product features
List out product features and connect them to the outcome they help each ICP achieve
Example:
Now use this information to plan your content pieces.
For example:
A Sales Manager’s Guide to Using A CRM to Improve Your Revenue
A Sales Manager’s Guide to Using A CRM to Improve Team Productivity
A Sales Rep’s Guide to Using Deal Management to Hit Close More Deals Fast
Notice how:
✅ The title itself is specific
Meaning: it shouts out exactly who it is for, therefore, attracting the ideal reader.
✅ It touches on the ideal outcome the ICP wants to achieve
That is: “improve your revenue,” “improve team productivity,” “close deals fast,” etc.
The best part?
Since you’ve done all the legwork in understanding how each feature maps out to each ICP’s pain points and desired outcomes, you can write content that speaks to them 🎯
How? By:
Empathizing with your target readers’ struggle
And, promising the ideal outcome in the intro
Then, throughout the piece:
Touch on the pain points
And, offer solutions with your product features
Remember, it’s only when your content speaks to your readers that you’d get them to think: “ah, they know my struggles/goals so well.” And eventually, convert ✨
Bingo!
P.S. Even though this ‘bingo’ is supposed to mark the end of this topic, it’s not 😁
Because next week, I’ll break down a real example of how I helped a SaaS team write highly resonate content covering how a specific feature helped 2 different ICPs.
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