A Guide for Your Next Product Marketing Launch




  • June 30, 2015

    a blog post guide to product marketing launches


    A strong product launch strategy is built on education. In addition to bringing a new offering the market, your brand needs to operate as a guide—especially if you’re introducing a new concept.


    Your audiences might feel overwhelmed, lost, or unsure of how to get started. That’s where content comes in.


    Through blog posts, infographics, customer stories, guides, and other assets, you can position your organization to have stronger customer conversation. The sheer volume of options, however, can be overwhelming.


    How do you know whether you’re focusing on the right initiative at the right time? Use this blueprint to help guide you.


    Step 1: Identify Points of Friction


    Churn is an organization’s worst nightmare. When prospects exit your conversion funnel, there’s a clear problem. Examples include mismatched product messaging, confusing processes, and high barriers to saying “yes.”


    Luckily, content can help relieve all of these challenges.


    By knowing what points of friction exist in your sales process, you can position your brand to develop the right collateral. If audiences are skeptical about the ROI of your product, for instance, you’ll want to share case studies (here’s how to write a good one). If product marketing is mismatched, you’ll want to revisit your messaging style guide. If processes are confusing, you may want to create a guided onboarding process.


    Content puts you in control.


    Step 2: Pinpoint Growth Levers


    The idea of starting from zero can be intimidating for almost every marketer. That’s why, when creating product marketing content, you should analyze the patterns of distribution that are already strong.


    Start with your sales team, and figure out how potential customers are learning about your company. Then migrate to your support team to learn how customers are staying engaged with company information.


    With content, you can scale these points of communication—and, more importantly, these relationships.


    Step 3: Learn and Adapt


    As you complete the first two steps, you’ll challenge your previous content marketing assumptions, uncover new areas of focus, and identify areas where your messaging may not be resonating as strongly as it should.


    Especially in the early stages of a product launch, you should embrace these lessons.


    Almost every company experiences a learning curve when launching a new product. That’s a good thing. When you’re learning, you’re better positioned to create the best possible products, messaging, positioning, and content assets.


    Product launches are hard. As much as you plan upfront, there will always be changes in direction and new areas of opportunity to explore. Content can be your guide: it can help you teach and help you learn.


    If you’re not sure where to get started, don’t worry. You’re not alone. You’re venturing into new business territory, which means that it’s up to you to self-direct your efforts as your own guide.


    Start by examining the areas in which your business is already strong, and invest your time there to start. As you continue to evolve your strategy and learn, you’ll also identify new areas of opportunity for your content and messaging.


    Start small, learn as much as you can, and grow.

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