At Perceptric, we usually (and highly) recommends product-led content strategy for our clients, especially those in the B2B SaaS space.
The ingenuity of product-led content is that it re-positions content marketing from merely educational to commercial. Content is more than just articles that teach visitors about a certain topic. It should (and must) drive sign-ups, build product awareness, and bring revenue.
Product-led content seamlessly integrates product features into the content itself and positions it as a solution to the issue the readers are facing.
Let’s learn more about this fascinating strategy.
What is Product-led Content?
Product-led content is content that shows your product’s value, not just talks about it. It positions the product as a solution to the issue being discussed in the article and drives readers into activated users.
How is product-led different?
Most traditional content marketing stops at “helpful.”
✅ It answers questions.
✅ Builds trust.
✅ Ranks on Google.
But that’s exactly where the problem lies. It often leaves your product out of the picture. Product-led content flips the script and actually embeds the product into the conversation.
There are three core traits of product-led content:
- Embedded Product Education: screenshots, product walkthroughs, interactive embeds, tutorial videos are naturally and seamlessly embedded into the content. Readers don’t feel that they are being “bombarded by advertisements”, but rather, being “guided to solve their issues”.
- Aligned with Onboarding and Key Features: product-led content matches what users are trying to learn right before or after they sign up. It nudges them deeper into the product and reinforces stickiness.
- Written with Product and Growth teams: product-led content can’t be built in a silo. It requires tight collab with Product teams (for feature insights), Growth team (for behavior data), and CS (for FAQs and use-case blockers).
Examples of Product-led Content
Let’s take a look at WebFlow.
One of the most popular WebFlow use cases is “help users build a landing page”. Knowing this, they wrote a blog titled “How to build a landing page design system” to capture users with that exact problem, then positions themselves as the tool the solve it.
As you read on, you should see WebFlow include a wide variety of GIFs, screenshots, and step-by-step guide to use their product.
They also include URLs leading to other resources/utilities/services that this specific landing page may not be catered for.
Zapier is another king in the product-led space. Instead of writing a generic how-to guide on sending personalized emails, Zapier creates dedicated landing pages for each specific use case, from sending follow-ups in Gmail to automating Mailchimp campaigns.
Inside their article, they link directly to each tailored use case, complete with a “Use this Zap” button that drops users straight into the product.
Why Product-led Content Matters in B2B SaaS?
B2B SaaS is a unique industry.
The old GTM model is marketing > sales > onboarding. At first glance, this model makes sense. Marketing brings in the leads, sales close the deal, and solution engineering team starts the onboarding process.
However, this model oversimplifies the complexity of B2B SaaS, especially for mid-market and enterprise deals.
In reality, a true B2B SaaS GTM looks like this:
- Marketing generating and nurturing leads over time
- Sales development (SDRs) qualifying and converting leads
- Account executives managing consultative sales cycles
- Solution engineers or onboarding specialists guiding adoption
- Customer success owning retention and expansion
Moreover, B2B buyer journeys are nonlinear. Prospects don’t make impulsive buying decision. Before buying, they have to:
- Research independently
- Talk to peers
- Sign up for trials before ever engaging with sales
- Bounce between your blog, product, case studies, and competitor comparisons
Product-led growth, and more specifically product-led content, puts the product front and center. Users can now experience value before they commit.
- It educates users inside their buying journey.
- It becomes a self-serve guide to key features to drive activation without human touchpoints. Product-led content is also known as no-touch attribution.
- It meets users when they’re looking for a solution and ready to try one. Context is key here.
- Even if customers have bought your product, they may not fully utilize it. Product-led content helps continue their education.
How To Write Product-led Content?
The answer is that…it depends. On your product.
Step 1. Identify pain points
Ask yourself:
- What job is the user trying to get done?
- Are they trying to save time?
- Improve accuracy?
- Automate a manual workflow?
- Solve a problem they’re actively feeling?
- Where does your product naturally fit into the user journey?
- What stage of the journey is the reader in? What use case of your product fits that stage?
- What in-product action do you want them to take?
- Start a free trial?
- Use a specific feature?
- Import data, run a report, automate a task?
- Share with a teammate or stakeholder?
The content team usually doesn’t have the answers for these questions. So how to get it right? We highly recommend that you work with the Sales/Customer Success team to extract BOFU content ideas. Real objections, repeated questions, and competitive conversations your sales reps have every day is the best source of content.
Step 2. Identify keywords
Once you have the pain points, it is time to go to SEO tools (SEMRush or Ahrefs) to extract keyword data.
Let’s say you’re trying to write product-led content for B2B SaaS to automate security questionnaires & vendor risk assessments. It is a time-consuming and expensive pain point of B2B sales, legal, or infosec teams.
After working with your Product team, you identify the specific pain point is “automating soc 2 compliance”. Here’s a quick keyword research on SEMRush for keywords of this topic.
As you can see, soc 2 compliance software is a pretty decent keyword with 200 monthly searches in the US. Its CPC (cost-per-click) is $18.2, which is considerable.
SOC 2 compliance automation platform is another good keyword. Although it has only ~30 monthly searches in the US, the intent is much more specific.
The highest-ranking article is from Drata, one of the leaders in the niche.
Study the highest-ranking articles closely. Identify:
- Are they actually product-led? In this article, Drata is not following the product-led approach. They simply present the benefits and challenges of SOC 2 audit automation. If your competitor’s articles aren’t product-led, you are having the perfect opportunity of providing more immediate value to users.
- Are the articles on the top well-written? What are they doing good at? What are they missing? Once you understand what they have, you can create a new article that provides even more value (without overwhelming the readers, of course). We’ll discuss this in the next step.
Step 3. Create stellar product-led content
Now it’s time to write a product-led article.
Use the insights you gained from Step 1 to write content at this stage. Always tie every article you write with a product behavior. Ask: What do we want the user to do after reading this?
- Invite a teammate
- Start a free trial
- Use a specific feature
- Import data
- Build a workflow
Reverse-engineer the content to guide them there, with purpose. Structure your content to help people take action.
More importantly, make sure that you have writers that know what they’re writing about. Most content marketers write from the outside looking in. At Perceptric, our writers write from the inside looking out, because they’ve lived the buyer journey ourselves. We invite people with diverse backgrounds to create technical content for our audience in:
- Software development
- Industrial engineering
- Medicine and healthcare
- Therapy and psychology
- Entrepreneurship and business
Product-led content needs product-led writers. They lived and breathed the struggles of your audience to craft an article that resonates. Of course, such talents are hard to find.
Another tactic we used at Perceptric when creating product-led content is that we make it stands out. It takes effort to cut through the noise, especially in the AI era.
This is a screenshot from one of the surveys we ran for our clients. We sent the questionnaire to thousands of industry experts to gather insights then turned that data into research-backed, experience-driven content.
One survey can fuel multiple content assets. A single round of expert input powers an entire content series. It doubles as lead generation. The insights can be repurposed into reports, white papers, or deep-dive industry analysis.
We also layer in:
- Comparison tables
- Videos
- Product demos
- Testimonials
- Expert quotes
- Interactive elements
- (Yes, even memes—devs love memes)
Step 4. Amplify content
Once your product-led content is live, the next step is simple: drive high-intent traffic.
Because product-led content is built to convert, amplifying it with paid channels is a no-brainer. Don’t wait months for SEO to kick in. Use PPC and paid social to start generating qualified conversions immediately.
“Most visitors won’t convert on the first visit, and that’s okay. It doesn’t mean they’re lost.”
Product-led content has high shelf-life. It is there to convert users back when they’re ready to act. Some tactics for to amplify the product-led content effect includes:
✅ Run Google & LinkedIn retargeting ads to blog readers
✅ Offer exclusive trials or discount incentives for return visitors
✅ Trigger automated email sequences for leads who engaged with your content but didn’t convert
