A Simple Framework to Make Content

Create Resources From Your Own Product

Sometimes, the most valuable resources come from insights derived from your own product - insights that nobody else has.

Take Gong, for example. They have the "world's most comprehensive sales database" because of their revenue intelligence platform.

With data on 446M+ deals, 375M+ calls, and 2.5B+ emails, they have a unique edge in publishing pieces like, "We found the top objections across 300M cold calls; here's how to handle them all" - all backed by real data.

This proprietary data gives them leverage to create one of one content vs. one of many.

Which their Ex-Director of Product Marketing, Chris Orlob, credits as the key to putting Gong on the map.

He said, "Gong Labs was considered so 'high leverage' that it was considered the no.1 priority. It creates word of mouth, visibility, inbound demand, and even conference invitations."

Exercise:

So, ask yourself: What research have you done to launch your brand that nobody can replicate? What unique insights can you share from your own product or service?

Offer Free Tools and Calculators That Help People Looking for Your Services

I call these radar lead magnets.

You create free sh*t that’s essential to the purchasing process, which makes the free sh*t the bridge to your services.

Here are some brands doing this:

• RC Roofing created a "See if Solar is Right for Your Home" calculator for those considering solar panel installation.
• Jolie created a water report that people can use to determine what chemicals are in their water and whether they should buy a water filter.
• A/B testing platform Stat Sig has a free sample size calculator for anyone who needs to run A/B tests, even if they're not using their platform.

These tools put your solution on someone’s radar and help convert people from problem-aware to solution-aware to product-aware.

Create the Go-To Extensive Content Library for Specific Needs

Anytime I advise brands I tell them to become the resource library within their niche.

Soft Services does a great job of this.

Soft Services noticed a lack of comprehensive resources for common body skin issues like Strawberry Skin and Keratosis Pilaris.

So, they created a body gallery with diverse photos showing how these issues look on different skin types. Users can visually identify their concerns, and then dive into an extensive content library about that specific issue.

They cover everything from causes to treatments, prevention, and FAQs.

For "Strawberry Skin", they cover it all:

• What it looks like on different skin colors
• The causes
• Treatment options
• Prevention tips
• Common questions

So putting it all together, this is your plan:

• Comb through the research you’ve done to build your brand. What’re the insights only you have?
• Create free tools and calculators as lead magnets.
• Build a go-to extensive library for very specific needs.

And this is how you become the #1 resource in your niche.