Content that attracts attention vs content that drives revenue
And how this Turkish actor would react to it.
You’re reading ‘Inside Product-led Content’ — weekly-ish, 2-min reads on growing your AI search visibility with product-led content by me, Masooma.
There’s a Turkish romcom I watched last year where the lead (Can Yaman) does a particular hand gesture as a joke to say, ‘keep the compliments coming.’
It looks like this:
So when a client sent feedback on an ROI guide I planned and wrote for their SaaS company’s product-led content library, this was immediately the reaction that came to mind.
Because she said:
That last part?
“I know this is going to be much loved by the commercial team.”
It lit me up like a kid spotting their favorite candy aisle.
Because underneath the joke was something I care deeply about:
Most B2B content is wildly underutilized.
Companies mostly create content to:
Stay visible
Drive discovery
Share their POV
Keep the marketing engine moving
And there’s nothing wrong with that.
But when all your content does is attract attention — without helping buyers move toward a decision — you end up with content that gets read but doesn’t help revenue move.
Which is strange considering modern buyers don’t buy in a neat, linear journey
They research privately.
Compare tools silently.
Loop in stakeholders.
Fight for internal buy-in.
Sit on decisions.
Revisit vendors weeks later
And during that process?
Your content is either:
Helping sell for you or
Sitting on your blog collecting passive readers
So when I do strategy for SaaS companies now, I’m not thinking:
What content should we push this quarter?
I’m thinking:
What objections keep showing up in calls?
What questions slow deals down?
What does a champion inside the company need to get buy-in?
What would make the sales team say: “send them this.”
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That changes the kind of content you create.
An ROI guide becomes a sales asset.
An adoption guide becomes internal buy-in material.
A comparison page becomes decision support.
And suddenly, content stops being “marketing.” It becomes trust transfer.
Honestly?
This is the part of content strategy I love most.
Not chasing algorithms. But building things that quietly help real buying decisions happen.
That’s the game now.
The companies that get this tend to make buying feel a lot less confusing. Because:
Buyers don’t want more content.
They want content that reduces uncertainty.
Not to be sappy, but this newsletter would still be a half-finished draft if not for you reading it. So thank you for being here 🙏
I’d say I’d give you my iced Spanish latte… but let’s not get carried away!
Oh and you’re in good company, habibi — marketers from some of the best SaaS brands are reading this right alongside you:
