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Prospects want to see your SaaS solution in
action before signing up for a demo or trial.

Let them do it—with articles that position your product
as the irreplaceable solution to their pain points.

Afraid to put your product front and center in your content?

If you’re like most B2B SaaS companies that publish blog articles, you wait until the end to talk about your solution.

Or maybe you just mention it in passing, linking to the product page. Problem is...

 

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Making your product an afterthought invites your audience to do the same

When in-market B2B tech buyers visit your website, they ask, “Is this vendor's solution a good fit for us?” 
 
Content that “hides” the solution doesn’t answer this question.

There is a more powerful option.

Show prospects how to solve their problems using your product

With product-led articles, you show (not just tell) your prospects how they can use your software to solve a specific problem.

When you strategically weave your product into the content, you can position it as the unrivalled solution to your ICPs' challenges.

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What is product-led content?

Product-led content is when you create content pieces that address your ICPs' pain points and show them exactly how to solve them using your product.

It’s not a hard sell or an aggressive pitch

It’s product usage education. And it's done naturally by strategically weaving your product and its practical, problem-solving application into the narrative of your content.

Don’t tell buyers what your solution can do

Show them how it does it. That way, prospects will have a better understanding of how your product works.

Product usage education content converts better

Because it's crafted for and attracts a specific, high-intent audience, making a persuasive case for using your solution.

Product-led vs. product-centric content

Both product-led and product-centric content highlight the product, its use cases, and the business value it brings.
But there is a crucial difference between the two: Telling vs. showing.

Product-centric content

Tells

Product-centric content goes into detail to TELL potential customers about what the product is, what it does, how it can be used, and why it's valuable.

Focuses on features and benefits

Product-centric content describes and explains features, modules, use cases, and the benefits of using the solution.

The aim is to persuade readers with the product's unique selling points.

Pushes

Product-centric content is a ‘push’ tactic that uses features and benefits to convey value.

Doesn’t show the product in action

Telling prospects everything there is to know about the product's capabilities, features, and benefits is bound to get them to sign up for a demo or free trial, right? Nope. Feature dumping turns prospects off.

Product-centric content doesn’t show prospects how to solve specific problems using the product. And that's what buyers today want to see.

Product-led content

Tells + shows

Product-led content uses practical demonstrations, screenshots, user stories, and walkthroughs to SHOW how prospects can solve their problems or tasks using the product.

Delivers a message + adds value

Product-led content delivers not only a product message, but also adds value. 

By seeing the product in action, prospects take away a useful lesson that helps them solve a problem or Job to be Done.

Pulls

Product-led content is a ‘pull’ tactic that uses the product in action as a magnet for prospects.

Makes prospects want to try it

Who says prospects need to book a demo to get a glimpse of a SaaS solution in action? That was the old B2B buying journey. Today’s tech buyers—even high-touch software buyers—prefer to self-educate as much as possible before signing up. 

A product-led approach makes prospects picture themselves using your solution and nudges them to sign up for a demo or trial. 

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Rune rund

"Rolf stands out as a maestro of content creation. 

He has a remarkable talent for dissecting complex topics and distilling them into content that educates, engages, and converts.

Whether crafting product-led articles, case studies, guides, or white papers, his work consistently exceeded our highest standards for quality and effectiveness."

 

— Rune Larsen, former Product Marketing Manager at Dualog

 

Product-led content fuels
growth for your brand

You acquire new customers

Buyers currently in the market see your software in action and can understand how it’s the best solution to their problem or Job to be Done.

You reduce customer churn

Existing users discover new ways of using your solution and different aspects of it, further embedding it into their organizations.

You improve product awareness

It simplifies prospects’ decision-making about whether your SaaS is just the solution they need. When they are ready to buy, they have it top of mind.

Objections!

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"Won't we give away too much of our functionality to non-customers?"

Revealing aspects of your solution can build trust. When prospects see the software in action, they can picture themselves using it. By giving readers a "taste of" your product, you can generate more interest, turning them into active leads who want to explore further.
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"Won't creating product-led articles take a lot of our time and resources?"

It does. But product-led articles can serve as evergreen assets that continuously attract and convert leads, reducing the need for constant content creation. What’s more, educating prospects upfront allows your sales team to focus on closing better-qualified leads.
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"Won't all the screenshots and product walkthroughs turn our readers off?"

If done poorly, yes. But by breaking down detailed walkthroughs into clear, digestible steps—using screenshots, videos, and user quotes—you provide valuable product usage education that helps prospects better understand how your software can solve their problems.

PRICING PACKAGES

Choose the package that gives prospects the clearest possible picture of how they can solve their problems using your product

All prices are in Euros, and VAT is charged extra.
STARTER

€750

1 product-led article

INCLUDES:
30-min content planning video call

1 demo/interview with subject matter expert

Up to 2,500 words

Fully optimized content

Research and outline

Image suggestions

Up to 2 revisions

Get started
Most popular
PLUS

€2,025

3 articles | Bundle & save 10%

INCLUDES:
60-min content planning video call

1 demo/interview with subject matter expert per article

Up to 2,500 words

Fully optimized content

Research and outline

Image suggestions

Up to 2 revisions per article

Get started
GROWTH

€3,000

5 articles | Buy 4, get 1 FREE

INCLUDES:
90-min content planning video call

1 demo/interview with subject matter expert per article

Up to 2,500 words

Fully optimized content

Research and outline

Image suggestions

Up to 2 revisions per article

Get started

Trusted by B2B brands and their teams in the Nordics

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6-STEP ARTICLE CREATION PROCESS

Together, we create articles positioning your
solution as a natural choice for your ICPs.

1

Understanding your SaaS solution

When you hire me to create product-led articles, you don’t have time to wait until I know your solution inside out. If it’s enterprise SaaS, I would have to be onboarded and use it for a year or more. 

But I’ll educate myself on the solution's modules, use cases, and unique selling points.
2

Identifying your ICPs' pain points

Together, we brainstorm what the most pressing challenges and Jobs to be Done are for your ICPs (if you haven't done so already). 

I speak with product managers, sales, support, or CST to learn more about your customers' key business problems and how your software solves them.
3

Turning pain points into content ideas

We come up with content ideas based on business potential—i.e., how naturally can we weave your product into the content? 

By focusing on problems your product can solve, you're not trying to squeeze it in—you’re simply offering the best solution to the JTBD you’re talking about.
4

Getting a live product demo

Once I have a list of problem-related content ideas, we ask CST or sales to give me a live demo of how your solution solves those specific problems and Jobs to be Done. 

I record the product demo and use it as a reference when I write the articles.

I’ll also use your knowledge base and/or user guide.

5

Crafting the articles

Throughout the article, I weave your product into the narrative.

We use annotated product screenshots and detailed walkthroughs to demonstrate how your readers can use your solution to solve a specific problem or JTBD. 

Wherever relevant, I incorporate powerful customer quotes.

6

Promoting in various channels

The final but crucial step is to identify the best channels for reaching prospects interested in the topic. 

In addition to your blog, the articles may work well on Quora or Reddit, in email marketing, on content syndication platforms like Medium, as guest posts on industry websites, and in paid ads. Also, you can turn them into LinkedIn carousels.

Tom-Erik rund

"Rolf used storytelling to write product-led articles that piqued our readers' curiosity and interest in our SaaS solution. 

The mix of subject matter expertise and a dash of humor was just what a startup needed to gain attention. Recommended!"

 

— Tom-Erik von Krogh-Martinsen, founder at CheckD (now Next)

 

Position your software as the obvious solution to your buyers’ problems.

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