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How content can support a tech product launch

BY Daniele Tognetti

Tech product launches are not easy. No matter how much a team plans upfront, launches will always involve changes in directions and new areas of opportunity to explore.

A strong product launch strategy has to be built on education. In addition to placing a new offering on the market, the brand needs to act as a guide.

Audiences might feel lost or unsure of how to get started with your new product.
That’s where content comes into play. Through newsletters, blog articles, customer stories, infographics, guides, demos, and other assets, content can help position a company and help foster a better, more thorough customer conversation.

Here are a few steps with initiatives that can support a product marketing strategy and help make a product launch successful:

Step 1: Customer development
A strong product launch cannot be built without full customer knowledge. The more you know them, the easier it is to build a product that addresses their pain points.
To get that knowledge, it isn’t necessary to interview hundreds of people to conduct market research. Reaching out to 15-20 customers could give you the information you need to build a product marketing plan for the launch of a new product.

Step 2: Identify Points of Friction
When customers drop from your conversion funnel (mostly after the launching of a new Product), it usually means that there are different problems in understanding the flows and processes. For example, the product messaging lacks clarity, or the process is confusing. But content can help overcome those challenges.

When product communication is misleading or not clear enough, review your messaging. If processes are confusing, create content such as guides, demos, or even better, an onboarding process.


By understanding the points of friction in your sales process, you can create and develop the right collateral. If audiences are skeptical about the ROI of your product, sharing customer stories will enlighten them.
In other words, creating content will put you in control.

Step 3: Identify the Growth Levers
Go to your sales team and find out how potential customers are learning about your company. Then talk to the support team to learn how customers are engaging with product information.

Thanks to content, you can significantly improve these relationships and communication points. These communication touchpoints can add value to your product by creating the right informative content customized for every stage of the funnel.

Step 4: Learn and adapt
Once you cover Steps 1 & 2 you’ll be able to reassess your content marketing assumptions, uncover new areas of focus, and identify areas where messaging could be a lot stronger.

Almost every company experiences a learning curve when launching a new product, which is immensely helpful. Learning is the best way to feel challenged to create the best product, messaging, positioning, and content assets possible.

Start by examining the areas of strength, before addressing the rest. As you continue to develop your strategy and learn, you will also spot new areas of opportunity for your content and messaging.
Start small, learn as much as you can, and grow.

Content to support your product communication

Content puts you in control and is crucial communication support. The top three content types to support your product communication tactics include:

1. Customer success stories
Customers are now research-driven and keen to find solutions that perfectly fit their needs.
That’s where customer success stories come into play. They’re educational assets that show how similar customers have gained value from your product, and how your solution helped them achieve their goals.

Strong stories should have the following qualities:

  • They are narrative-driven and do not have a sales pitch frame.

  • They are customer-centric and focus on your customers’ pain points rather than your product.

  • They incorporate customers’ ROI and key performance metrics.

Customer stories’ assets can be used for a variety of channels, from website resources and marketing campaigns to direct customer communications.

2. Internal Newsletters
Internal newsletters can share the learnings of the marketing, sales, and customer-facing teams and communicate information about new initiatives, releases and launches.

Building customer conversation is key, but internal cross-team communication is important as well. Your teams need to push in the same direction and be excited about initiatives, such as new product launches.

Product launches should be clearly communicated to every company department, including product development and positioning. Moreover, internal communication is important to manage expectations and update the teams with the latest knowledge.

3. Onboarding Materials
Communicating a new product can be tricky, especially if it includes a new complex process or flow. It is therefore important to help customers
learn and understand your product and keep them engaged.

Provide guidance, and make the onboarding process easy, with the support of assets specifically designed for the sales team, account management and customer support teams.

A well-managed product communication strategy is essential to help customers learn about your product, understand its value and engage with it.

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