18 Resources For Product Marketers Who Need To Improve Their Content
Look, the data doesn’t lie – 80% of product marketers choose content as the primary channel to achieve their goals. (source)
At the same time, depending on the data you use, from 49% to 60% of marketers admit to struggling with content creation.
But since it’d be practically impossible to cram into a single post all the advice that would help you improve the quality of every content type you create, I decided to do something different.
In this article, I collected 18 resources that would help you create the most effective content types other product marketers use in their product’s lifecycle:
- Product videos
- Case studies
And if you grab this post in PDF below, you’ll get additional X+ resources.
So, let’s get started.
Part #1. Product Videos
According to “The State of Product Marketing” report, videos are the most popular content type at the Introductory stage of the product lifecycle.
70% of marketers create them to communicate how their products work and show the value a person would get from using them.
And hey, many of those short movies are pretty impressive, right?
Just take a look at this one. Simple, and right to the point.
So, if you’re wondering how you could create a solid clip, here are a couple of resources that will help you get started:
- A Simple Guide to Creating Amazing Explainer Videos by Ryan Battles. A great resource that covers all aspects of creating product videos, from different types to production and hosting your clips.
- 9 Insider Tips for Creating a Killer Explainer Video by Andrew Follett. Andrew creates explainer videos for a living, and in this post, he gives a good overview of the elements that make up a strong product video.
- The Ultimate Guide to Creating a Killer Explainer Video by Neil Patel. I admit that the title of this piece can be deceiving. Far from being an ultimate guide, this infographic outlines the most important aspects of a product video you should take into consideration when working on your clip.
- Ultimate guide to DIY explainer video making by Animaker. Another guide from the trenches. Animaker guys share a solid walkthrough of creating a product video on your own. Great piece to finding out what’s involved in making an explainer clip.
Part #2. Presentations and Slide Decks
If you’ve been selling software for quite some time, then I’m sure you’ll agree with me on this:
Sales dynamics have changed. A freaking lot.
Today’s customers don’t want to go through the hoops of talking to salespeople. Instead, they prefer to reach the buying stage on their own, without even contacting the company.
Having said that, sales presentations and decks still work. In fact, most product marketers choose them as their second most-preferred content type at the introductory product lifecycle stage.
It’s just, to make them work today, you need to ensure they pack a punch. And that’s what the below resources will help you achieve.
- How to Create Sales Decks That Knock Your Prospects’ Socks Off by … moi :) A piece I wrote here on Attach last year, outlining the structure of a strong sales deck, and pointing you in the right direction to get started. Note, I’ve used this exact advice when creating my company’s sales deck.
- Startup Pitch Desks by Ryan Gum. Here’s a collection of real sales and fundraising decks startups like Buffer or AirBnB used to raise money. Even though you might not be looking for money (other than sales, of course), this is a great reference material for finding out what works in presentations.
- The 11 Slides You Need to Have in Your Pitch Deck by Noah Parsons. Another great overview of the most important elements to include in a sales deck.
- 10 Tweaks to Perfect Your Sales Pitch Deck by Emma Brudner. Finally, take a look at this presentation from Hubspot, outlining the final steps you should take before sending off the presentation to a client.
Part #3. Blog
I’m sure you already know a ton about the benefits of publishing content (and how to do it right, too).
Yet, you might be struggling with including or mentioning your product in any educational content you produce, without coming off as pushing the sale.
And if so, then the following resources are for you.
- The RIGHT Way to Weave Product Mentions Into Your Marketing by Rebecca Corliss. As the title suggests, this post shows you how to reference your product in any content you product without sounding too sales-y.
- This is How to Generate Trial Signups From Your Blog by … me, again. Although this post focuses on various strategies to generate trial signups from the blog, it also covers using text-based calls to action to incline visitors to learn more about your product. Worth checking out.
Part #4. Infographics
We, marketers, have the love/hate relationship with infographics, don’t we?
On one end, we know they work.
On the other, we see them as too difficult to create and promote (at least, at a level when they start generating meaningful results).
At the same time, 63% of product marketers consider them an effective channel for attracting new users, and introducing their products.
So, let’s find out how you could create infographics more easily.
- A Beginner’s Guide to Infographics and Data-Driven Storytelling by Maria Popova. Let’s face it: before you get started with your first infographic, you should understand the dynamics of data-driven storytelling. And this piece outlines it quite well.
- The Beginner’s Guide To Creating and Promoting Infographics by Kristi Hines. Kristi does an amazing job of explaining infographics, and setting you on the right path to creating an engaging one.
- How to make infographics: a beginner’s guide to data visualisation by Rachel Banning-Lover. This is another piece that helps you understand how data visualization works.
- Where do I find FREE data to create awesome infographics? By Mediaworks. Undoubtedly, the biggest challenge with creating infographics is finding the right data to use. And the guys at Mediaworks do a great job at pointing you to resources that will help you uncover insights on which you could base your visual.
- How to Do Infographics Research by James Agate. This post will show you exactly where and how to uncover the data you need for creating an engaging infographic.
Part #5. Case Studies
To say that case studies rock when it comes to convincing leads who are still on the fence to try your product, would be a serious understatement.
They help convince practically anyone that your product can overcome their challenges.
But to make that happen, you need to create a powerful case study, and here’s how:
- How to Write a Persuasive Case Study Without Any Numbers by Joel Klettke. It’s a common challenge, isn’t it? You know that numbers and data help make the best case study. But you haven’t got any (or the client won’t allow you to use their data). My friend Joel gives a great overview of what to do then, and create a compelling case study without any numbers. (In fact, check out his company’s blog. It’s filled to the brim with great case study advice).
- How to Write a Case Study: The Ultimate Guide & Template by Amanda Zantal-Wiener. I admit, I’m not a big fan of anything “ultimate guide.” But the “templates” part of the headline is quite tempting, isn’t it? And if you’re stuck with getting started, these frameworks will offer the opportunity to create a case study quickly. Also, another great resource to check out is G2Crowd’s Ultimate Guide to Creating a Case Study.
- Case Study Tips: Interview Questions by Writtent. I’m sure you know, the quality of your case study will largely depend on what questions you’ll ask the client. And this post lists some question examples you should ask.