Product-led content incorporates your product into the story to assist in resolving an issue. It is a good sale. You're not attempting to sell your goods aggressively. Even if you pitch your product or service as the most excellent answer, you're still trying to offer helpful advice.

1. Perform a keyword search

You need a method for people to find your content, whether or not it is product-led. Google is a fantastic place to start, given that organic search accounts for 53.3% of all website traffic. However, you must focus on themes that people are searching for if you want to receive search traffic from Google. Researching keywords can help with that.  Finding helpful search terms that your target consumers enter into search engines while looking for goods, services, and information is the process of doing keyword research.  Using a keyword research tool like Ahrefs' Keywords Explorer is the simplest way to get started: Visit Keywords Explorer; Type one or more pertinent keywords; Check out the Matching Terms report.

2. Rate the "business potential" of each term.

Targeting keywords with solid purchase intent is the most excellent approach to making product-led content effective. We can determine which ones they are by giving each keyword we found in step one a "business potential" score.

3. Produce ranked, product-driven content

The most challenging aspect of the procedure is this. This is because producing quality product-led content requires more than just churning out a blog post of 1,000 words with a link to your trial or consultation call. It frequently calls for creative thinking, clever copywriting, and in-depth product understanding. In essence, the author must: Recognise what Google and searchers are seeking—and match it. They are so knowledgeable about the good or service that they can naturally incorporate use cases. Include interesting informational nuggets to make the content stand out in the SERPs and attract links. Aim for interesting information that doesn't "oversell" the offering.

Let's examine the details:

Matching the search query

You must comprehend the searcher's motivations if you hope to rank highly on Google for a specific topic. By examining the SERPs for the three Cs, you may determine what is known as search intent. Content kind: Are they landing pages, product pages, blog entries, or another form of content? What kind of content are they in terms of format—tutorials, lists, how-to manuals, recipes, free tools, or something else?

Content angle: Is there a fundamental selling proposition, such as affordable costs or ease of use?

Include crucial subtopics

If most top-ranking sites cover subtopics, searchers value and anticipate seeing them. By checking through the frequent keyword ranks, we can determine what these subtopics are: Use Ahrefs' Keywords Explorer to enter your term; To view the SERP overview, scroll down; Choose three to five of the best-ranked articles, ensuring they are comparable; Select the Content gap after clicking Open in.

Integrate your product naturally throughout the article

Include your product use cases in the material wherever it makes sense. Show your readers how to use your product by providing step-by-step instructions with screenshots, GIFs, and videos. There is no "correct" approach regarding how many use cases you should provide. Neither is there a "right" number. It relies on your product, the specific problem you're tackling, your copywriting abilities, and others.

Does this imply that TOFU content should not be produced?

No. Content from TOFU is still applicable.

I questioned IBM's director of digital, Bryan Casey, and the following is his response:

B2B buyers aren't looking for items 95% of the time; instead, they're looking to improve their jobs 100% of the time. Therefore, that traffic is not seeking to be directed to a sales representative the following week.  But if you can make the audience "sticky" by strengthening their bond with the brand so you can continually contact them, that's a terrific result. The creation of leads is not the aim of TOFU material. It's done to increase brand recognition and develop a rapport with them. This differs from a sales pitch, even if you may still persuade people to subscribe. You are only ensuring that they think about your brand first.