product led content how we do content marketing at with timestamps YoutubeScribe.com

[0:00] Some people say that content is king.
[0:02] But at Ahrefs, product is king and
the content's job is to serve the king.
[0:07] This is actually our content marketing strategy
in a nutshell and it's what people call "product-
[0:12] led content marketing."
[0:14] Now, if you're new to product-led content,
it's simply content that helps people solve
[0:19] a problem with the help of your product.
[0:21] Again, product is king.
[0:24] It doesn't include hard sells or aggressive pitches
and that's because product-led content shouldn't
[0:29] feel like a timeshare presentation.
[0:32] It's about strategically weaving your product
and its use cases into content that'll actually
[0:38] help people solve a problem.
[0:40] For example, at Ahrefs,  we have a tool
called Keywords Explorer, which is our
[0:44] keyword research tool.
[0:45] Now, it would make total sense for us
to create a post on how to do keyword
[0:50] research because you need a keyword
research tool to actually do it well.
[0:55] A perfect opportunity for us to
naturally plug our awesome tool.
[0:59] Now, product-led content serves three
main purposes: it helps you bring awareness
[1:03] to your products at scale, acquire new
customers, and retain your existing customers.
[1:09] Let's talk about how product-led content
can do this starting with the first purpose.
[1:14] It's obvious why product-led content helps
bring awareness to your product because your
[1:19] product should be the hero in solving a problem.
[1:22] For example, let's say you sell air compressors.
[1:25] Someone might go to Google and search for
"how to winterize sprinkler system" because
[1:30] they don't want their pipes to burst in the winter.
[1:33] They see a page from some unknown company –
that's you – click it, then read through the post.
[1:39] They'll see that winterizing sprinkler
systems requires an air compressor
[1:43] to blow out excess water.
[1:45] Not just that, but the article actually recommends
using a compressor called "ForeverAir", which is
[1:50] a 12-gallon air compressor with an automatic
charging feature that's going to make the job
[1:55] 10X faster and easier.
[1:58] There's now awareness that the compressor
ForeverAir exists and readers are now aware
[2:03] of the USPs of the product.
[2:05] Now, the reason why I said that product-led
content can bring awareness to your products
[2:09] at scale is because you're integrating your product
into topics that people are actually interested in.
[2:16] I mean, no one is searching for "ForeverAir" 
because it might be a relatively unpopular product.
[2:22] But the query "how to winterize sprinkler
system" gets an average of 2,700 monthly
[2:27] searches in the US alone.
[2:29] Now come up with 100 more topics where
a ForeverAir would be the perfect solution
[2:33] to a problem, and you're now on your way
to bringing product awareness at scale.
[2:39] The second purpose product-led content
serves is to help acquire new customers.
[2:44] So going back to the air compressor company,
someone might click a link in that article to their
[2:48] recommendation, see it's exactly what
they're looking for and within budget.
[2:54] They add to cart and checkout.
[2:56] Customer acquired.
[2:58] Basically, people will come for the
information and some will buy it.
[3:02] In general, the more indispensable your product is
in solving a problem, the more people will buy it.
[3:09] And the third purpose product-led content
serves is it helps retain customers.
[3:14] And this works particularly well for companies
that thrive and survive off of a recurring revenue
[3:20] model like a software company.
[3:22] Alright, so let's walk through a real example
of how a single piece of product-led content
[3:28] can help serve all three purposes.
[3:30] Take this blog post on how to do keyword research.
[3:33] Because you need a keyword research tool
to do keyword research, it's easy for us to add
[3:37] some natural plugs of our tool,
Keywords Explorer.
[3:40] So anyone who reads this article will know
that Ahrefs has a keyword research tool.
[3:46] Now, according to Site Explorer, this page ranks
for nearly a thousand keywords and as a result,
[3:52] gets tons and tons of search
traffic every single month.
[3:56] So the blog post helps to bring
product awareness at scale.
[4:00] Check.
[4:01] Now, someone reading this article will see
use cases of our tool and think that it's
[4:05] perfect for their needs.
[4:07] So they sign up for an account.
[4:09] Check – customer acquired.
[4:11] Now, at the same time, an existing
customer might read this post because
[4:16] of a recommendation from a colleague.
[4:18] She realizes that Ahrefs has a cool
new metric called "traffic potential."
[4:22] She gets some ideas, logs into her Ahrefs account
and spends some time doing keyword research.
[4:28] She also reports back to her team
on Slack and tells them to try it out.
[4:33] Everyone loves it!
[4:34] Check.
[4:35] Customers retained.
[4:36] Now, as much as I love product-led content
especially because I've experienced results
[4:42] first-hand, it may not be the best content
marketing strategy for every business.
[4:47] As a general rule of thumb, product-led content
works well when your product helps to solve
[4:52] common problems and you're able
to serve and sell to these people.
[4:57] So that means that a local pub or a chiropractor
might be better off looking at other marketing
[5:03] techniques like local SEO.
[5:05] Now, if you have a services based company,
product-led content can still work for you.
[5:10] For example, let's say your business provides
virtual fitness and nutrition coaching sessions.
[5:15] So basically any topic where you can talk about
these things can be potential opportunities for
[5:20] you to create product-led content.
[5:22] Alright, so if you want to start creating
product-led content, there are three things
[5:26] you need to do.
[5:27] #1. Make sure you know your product really well.
[5:32] And I don't want you to just brush this off.
[5:34] Having a deep understanding of your
product and knowing how it helps
[5:38] solve different problems is the hardest
part about creating product-led content.
[5:44] The better you know your product and the more
you believe in its effectiveness and use cases,
[5:49] the better your content will be.
[5:51] For example, prior to joining Ahrefs,
I was a paying customer for a few years.
[5:56] And anytime I talked with clients or if I
ever blogged about anything SEO-related,
[6:01] I felt like I had to recommend Ahrefs,
otherwise, I felt like I'd be doing
[6:06] a disservice to my readers.
[6:08] That's because I knew how to use the product
pretty well and I truly believed that in many cases,
[6:14] Ahrefs was the best solution to a problem.
[6:18] So when I actually joined the company,
it was a super-natural transition because
[6:25] I already knew the product pretty well.
[6:27] And today, I know the product better than ever.
[6:31] Possibly better than anyone in the entire world.
[6:38] Alright, the second thing you need to do is
to find topics you'll create content around.
[6:42] And the way we choose topics is mostly
based on search traffic potential because
[6:48] SEO is the primary distribution strategy
we use to gain visibility to our content.
[6:53] To do that, you can use a keyword
research tool like Keywords Explorer.
[6:57] Just search for topics in your niche and then
head on over to the Matching terms report
[7:01] to get some keyword ideas.
[7:03] Now, because we're looking mostly for
problems and things people want to learn,
[7:07] I'll head on over to the Questions report.
[7:09] And to narrow in on easy-to-rank-for keywords,
you can set a keyword difficulty filter with a low
[7:14] maximum value like 10.
[7:17] From here, you can look at the traffic potential
column to get an idea of how much search traffic
[7:21] you could get if you were
to rank #1 for that keyword.
[7:25] Now, with this list, you can move on to 
the third step which is to prioritize your
[7:29] keywords using business potential.
[7:31] Business potential is simply a way we
score topics based on how helpful we
[7:36] think our product is in solving
a specific problem.
[7:39] And these scores range from 0 - 3.
[7:42] A score of 3 means that your product is
an irreplaceable solution to a problem.
[7:47] For example, Ahrefs is indispensable for
a topic like "how to rank higher in Google"
[7:52] because it's hard to do
that without tools like ours.
[7:55] A score of 2 means that our product helps quite
a bit, but it's not essential to solve the problem.
[8:01] For example, if the air compressor company had
a post on "how to inflate your vehicle's tires,"
[8:07] their product wouldn't exactly be
indispensable because there are
[8:11] tons of other ways you can do it.
[8:14] Now, a score of 1 means that our product
can only be mentioned fleetingly.
[8:18] For example, if the fitness and nutrition
coaching company created content on
[8:22] the best fitness trackers, it'd be tough
to organically mention their service in
[8:26] a meaningful way.
[8:28] And a score of 0 means there's absolutely
no way to mention your product.
[8:32] And these are topics that should be
removed from your topic list or deprioritized
[8:37] to the bottom of the list.
[8:39] Because there's so many topics you can write
about in just about any niche, I highly recommend
[8:44] trying this out for your company because 
we've found it to work extremely well.
[8:48] And if you want these pages to actually
rank high in Google, then go and watch
[8:52] our step-by-step tutorial that'll show
you exactly how to write content
[8:56] that's optimized to rank in search engines.
[8:59] I'll see you in the next tutorial.

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