blog posts

When your product solves the right problems, your content can too

Fixing problems with U-Locks

I recently started listening to the Track Changes podcast, from guy-I've-followed-on-Twitter-forever Paul Ford and his business-partner-and-guy-I-don't-know, Rich Ziade. The podcast is a way for them to promote their agency (Postlight) while getting to know people they admire.They usually interview someone in the media/tech/software space or talk among themselves on a topic of mutual appreciation (i.e. software designed with empathy—or disgust (i.e. LinkedIn).I really enjoyed the recent episode with Medium's product manager, Michael Sippey.His three questions he reminds product managers (and himself) about resonated with me:

1. What problem are we solving?2. Who are we solving it for?3. How are we going to measure success?

Michael elaborates:

Everything else, like how are we going to solve the problem, how are we going to bring it to market, what are the needs that it has from a feature perspective or a speed perspective, or where should the button go or how should it look or how should the brand work — that is a team exercise. [...] Because if you can set that context and you give the context to the team, the team will produce much better results.

Michael's framework aligns perfectly with an effective content marketing strategy. Successful content finds the overlap between:

1. Your prospect's problems and desires2. The parts of those problems your product solves

When you can identify and empathize with those problems, and point out the ways in which your product actually makes them better, you have a winning combination of content that helps and converts.I'll write more about this soon. But for now, check out the podcast episode.For more podcasts I listen to, check out my recent list of suggestions.


December 11, 2017


get weekly email updates

Thanks! you're on the list.
Oops! Something went wrong while submitting the form.