“Product-led content is any type of content that strategically weaves a product or a service into the story, and uses it to illustrate a point, solve a problem, or help the audience accomplish a goal.”

Welcome to another episode of The SEO Growth Podcast! This time, we speak to Dr. Fiorenza Dossetto, Brand and Editorial Lead at ActiveCampaign Postmark, about the importance of creating product-led content that successfully showcases your product without sounding too “salesy”.

Dr. Fio shares the importance of weaving a narrative around your product in a way that feels relevant and valuable to your audience, as this ultimately leads to more sign-ups and higher rates of customer satisfaction. She talks about how to create low-effort, high-impact content that aligns with your product, resonates with your audience, and helps them engage with your brand.

Dr. Fio also shares her experience getting external SMEs for email marketing campaigns, and how service agencies can use case studies to create their own product-led content. Tune in to learn more about how to use product-led content to create a powerful story for your brand!

In this episode, we talk about:

• Product-led content
• Storytelling in content marketing
• SEO distribution

Timestamps:

00:01: Introduction

[00:01:10] Understanding product-led content 

[00:03:37] Benefits of product-led content

[00:06:23] Tips for creating product-led content

[00:08:44] Mentioning products in shareable content: A controversial take from an SEO expert 

[00:10:22] Repurposing content

[00:12:00] Creating content that’s relatable

[00:14:08] Common mistakes to avoid

[00:16:12] Getting external SMEs 

[00:17:28] Creating product-led content: Tips for service agencies

[00:19:24] Lessons learned from implementing product-led content at Postmark

[00:21:03] How it impacts your marketing strategy

About Dr Fiorenza Dossetto

Fio (fee-oh) is normally quiet but can talk non-stop about product-led content, strategic thinking, and why em dashes are the best punctuation mark of all time. 

She works 4 days a week as the Brand & Editorial Lead at Postmark. She often uses her Fridays to write ContentFolks, a content marketing newsletter that is a blend of sticky notes, big content ideas, and small practical examples.

Connect with Dr Fiorenza Dossetto on LinkedIn: https://www.linkedin.com/in/fiorenzadossetto/ 

Listen to our most popular episodes: 

• A Content System Beats Content Ideas, with Brad Smith @Wordable
• How to create a company culture that puts you ahead of the pack, with Adam Harris @Cloudbeds 
• How Typeform's Branding Experiments Guided its Content and Product Strategy, with Alex Antolino @Typeform 
  
  
  
  

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