Creating resonant product-led content

ICP-feature mapping exercise to try this week.

Google AI Overviews (AIO).

LLM visibility.

All that overwhelm that’s in the air? That unpredictability? It’ll die down, trust me.

Also, you’re safe as long as you’re razor-focused on your target buyer — planning content for them so it resonates, therefore, builds trust, therefore, converts.

But how do you make your content resonate? By pub content for one ICP, one specific ICP.

So far, from what we know, this specificity is what’s going to get you visibility in LLMs (generative AI tools) and Google Overviews.

This specificity is also essential as you:

• Create deeper funnel/product-led content for folks who are problem-aware and open to learning how your SaaS solution can help them.

• Using your product-led content for sales enablement and nurturing different segments of target users.

Now for how to plan, create, 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 target user/ICP 📝

To do so:

1. Talk to sales for (more) clarity around your target ICPs

Example: A CRM can have 2 different ICPs:

• Sales managers

• Sales reps

2. 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

3. 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.

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 opening

Then, throughout the content:

• 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 can get them to think: “ah, they know my struggles/goals so well.” And eventually, convert ✨

That’s all for today, friend.

I’ll drop by tomorrow with a simple framework to talk about your product in awareness/top funnel content.

Adios!

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