Play The Long Game: 4 Tips For Product Marketing That Keeps Converting

Product launches require an immense marketing effort – and what a great feeling it is when all your planning and strategising comes alive in those opening weeks. But the hard work has only just begun…

As you’ll know, product marketing success is truly measured in months or even years by its ability to continuously generate leads, convert prospects, and ultimately drive revenue. From our experience partnering with high-growth SaaS businesses and tech startups, it’s about getting the foundations right from the beginning, and carving your own corner in the sector to secure that long-term buy-in.

1. Get the messaging right

Your product messaging should be like your bible. Strong guidelines around how your product is communicated and how this changes with different audience segments will not only help you plan an impactful product launch, but it’ll also guide you to produce ongoing content that keeps performing.

List the reasons your product exists. Lay out all the features and the pains they solve. Break down the hierarchy of the messaging by audience persona. Be strategic about this and take all the time you need to get it right. This will be the place you turn to for content inspiration and will pay dividends down the line.

2. Map out sales assets

So you’ve got your messaging bible. Now you need your north star: an asset roadmap that you’ll ideally set out from the start. This will cover all content, communications and sales materials that will form the trajectory of your marketing plan – with the aim of driving continuous interest at different stages of the product cycle.

Early-stage asset planning will likely include things like announcement comms, emails, one-pagers, landing pages, and launch blogs. Longer term output might look like case studies and brochures driven by product feedback and performance. Also consider running webinars and product days with both prospects and current customers to develop a deeper connection with a warmer audience.

3. Identify thought leadership opportunities

Your sales team will thank you for a strong set of assets they can leverage. But how can you provide even more value to your audience to drive sustainable interest in your product? They want solutions to their pain points, and they’ll only invest in providers who possess both a reputable voice that speaks to their challenges and a problem-solving product to back it up.

Enter: thought leadership content. There’s no better way of proving your worth to the sector than by directly addressing the specific challenges your audience faces. Get to the heart of this and build interest by showing your technical understanding in the form of whitepapers, guides, podcast features, guest articles and more. Sell the sizzle first with your appreciation of the problem, and serve the steak by connecting this to your solution.

4. Repurpose and spin off existing content

Now it’s time to work smarter, not harder. You’ve already invested time and resources in producing all the above, so leverage your larger and longer form assets by repurposing them into more digestible pieces. For example, break a whitepaper down into smaller blogs or translate event takeaways into a digestible roundup.

You could also use insights from early adopters, webinar questions, and event feedback as inspiration for spin-off pieces. This way, the content you produce later in the product cycle is adapted in line with the latest audience experiences and opinions of your product, rather than solely relying on the same angles as before. This will help you remain flexible with your output to keep generating interest in new places.

Ready to put a product marketing strategy into action?

By building strong foundations for your content and identifying smart methods to keep engaging your market, you can drive continuous interest in your products. But it isn’t easy on your own…

Making You Content’s expert strategists and content specialists will partner with you, becoming an extension of your product marketing team to help you deliver assets and generate leads long after a product’s launch. Get in touch with us today, and let’s discuss your needs.