Ritika Puri
Building a product is hard. But crafting your product’s value proposition is even harder.
In just a few short minutes (and words), you need to capture your audience’s attention and share your entire brand story. As Kapost’s Blueprint of Product Launch Marketing points out, content can help by providing the right type of information at the right stage in your customer’s buying journey.
Focus on the following content-driven steps to make your product launch awesome.
1. Capture the Buyer’s Interest
The days of hard sells are over. Today’s buyers are heavily self-directed, and they rely on research to make purchase decisions.
What complicates factors, however, is that they may not be looking for your products. Instead, they’re diagnosing tangential pain points—and searching for keywords and themes around your brand.
One way to develop a rapport with prospective customers is to be present on the channels they use to seek information. Blog posts, infographics, videos, presentations, and live events are powerful, attention-grabbing resources that can kickstart customer relationships.
Recent research from Google found that B2B buyers conduct an average of 12 searches before visiting a specific brand’s site.
2. Keep the Discussion Going
Think of step #1 as your introductory handshake with your audience. Now it’s time to keep the relationship going through materials like emails, newsletters, whitepapers, online surveys, and workbooks.
Above anything, focus on educating your buyers. By helping them learn, you’ll position your brand as a trusted, go-to resource. Rather than forcing a hard sell, you can help your prospects self-direct their pace of learning.
71% of B2B tech marketers cite lead generation as their top content marketing goal.
3. Align Your Product to the Buyer’s Needs
At this stage, a portion of your audience will want to learn about your product. Make sure there are plenty of resources available through webinars, live demos, product one-pagers, and FAQ documents to help articulate why customers should invest their time and resources with your brand.
Unlike the content created in steps #1 and #2, these pieces should be heavily product-centric by breaking down complex ideas into easy-to-digest language. Information should be short, focused, to the point, and heavily product-centric. To help guide your content development process, prioritize information around your customers’ frequently asked questions.
60% of people are inspired to seek out a product after reading content about it.
4. Secure the Buyer’s Confidence
The content that you create in step #3 will explain what your product is and how it works. In this step, you’ll focus on the ROI that your company helps your customers achieve.
Create case studies, competitor difference documents, and ROI calculators to articulate why your brand adds value. Focus every single piece of content on how you’re helping drive efficiency and incremental revenue.
77% of buyers want different content at each stage of the product research process.
Content plays a key role at every stage of the buying journey. When navigating a product launch, it’s important to keep all four of the above steps in mind. Position your brand as a guide, help your audiences learn, and empower them to succeed.
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