{"id":1072,"date":"2023-05-12T07:57:30","date_gmt":"2023-05-12T07:57:30","guid":{"rendered":"https:\/\/ukti.co.in\/blog\/?p=1072"},"modified":"2023-05-12T08:09:53","modified_gmt":"2023-05-12T08:09:53","slug":"content-marketing-before-product-tips-and-tactics","status":"publish","type":"post","link":"https:\/\/ukti.co.in\/blog\/2023\/05\/12\/content-marketing-before-product-tips-and-tactics\/","title":{"rendered":"Content Marketing Before SaaS Product Launch: How to Use Content to Drive Demand"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Did you know <a href=\"https:\/\/buffer.com\/\">Buffer<\/a>, the $20 million social media management behemoth, started with a simple landing page to validate their product idea and a waitlist?&nbsp;<\/h3>\n\n\n\n<p>Hundreds of SaaS founders dream of launching a successful product, yet only a handful create enough buzz to drive the first sales. Do you know why? Because nine out of ten times, pre-launch campaigns fail to generate demand and capture attention.&nbsp;<\/p>\n\n\n\n<p>This is because creating buzz around your upcoming product launch isn&#8217;t as straightforward. SaaS products are technical products that demand education. Today, and as always, what separates a successful product launch from failures is how well you can <a href=\"https:\/\/ukti.co.in\/blog\/2022\/12\/16\/how-chatgpt-will-impact-content-marketing\/\">leverage content marketing<\/a>.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s how you can lay the groundwork for capturing audience attention, building anticipation, and <a href=\"https:\/\/ukti.co.in\/blog\/2022\/12\/06\/how-groove-tasted-success-with-content-marketing\/\">boosting sign-ups with content<\/a> for your new product launch<strong>.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-aioseo-table-of-contents\"><ul><li><a href=\"#aioseo-saas-product-launch-content-strategy-how-to-generate-demand\">SaaS Product Launch Content Strategy: How to Generate Demand<\/a><ul><li><a href=\"#aioseo-how-to-create-product-demand-using-content\">How to create product demand using content<\/a><\/li><li><a href=\"#aioseo-1-tell-your-product-story\">1. Tell Your Product Story<\/a><\/li><li><a href=\"#aioseo-2-explain-your-product\">2. Explain Your Product<\/a><\/li><li><a href=\"#aioseo-3-create-hype-with-teaser-content\">3. Create Hype with Teaser Content<\/a><\/li><li><a href=\"#aioseo-4-practice-link-building-with-guest-posting\">4. Practice Link-Building with Guest Posting<\/a><\/li><li><a href=\"#aioseo-5-keep-those-emails-coming\">5. Keep Those Emails Coming<\/a><\/li><li><a href=\"#aioseo-6-generate-buzz-with-social-media\">6. Generate Buzz with Social Media<\/a><\/li><\/ul><\/li><li><a href=\"#aioseo-content-marketing-before-saas-product-launch-make-it-count\">Content Marketing Before Product Launch \u2013 Make it Count!<\/a><\/li><\/ul><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"aioseo-saas-product-launch-content-strategy-how-to-generate-demand\"><strong>SaaS Product Launch Content Strategy: How to Generate Demand&nbsp;&nbsp;<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-how-to-create-product-demand-using-content\"><em>How to create product demand using content&nbsp;<\/em><\/h3>\n\n\n\n<p>First things first. Start with a pre-launch landing page with a consistent brand identity, copy, and a CTA, so you can direct potential users to a dedicated page and nudge them forward.&nbsp;<\/p>\n\n\n\n<p>You can also:<\/p>\n\n\n\n<ul>\n<li>Build an audience for product testing or pre-selling<\/li>\n\n\n\n<li>Test your marketing message with the audience<\/li>\n\n\n\n<li>Initiate communication with potential customers<\/li>\n<\/ul>\n\n\n\n<p><a href=\"https:\/\/medium.com\/@Untorch\/how-springsled-got-150-000-users-in-4-weeks-734bec76aaca\">SpringSled<\/a>, a project management tool, for instance, built a &#8220;Coming Soon&#8221; page before its product launch. The idea was simple. They wanted to create a clean landing page for a referral program and get at least 1,000 sign-ups.<\/p>\n\n\n\n<p>But as the marketing gods wished it, SpringSled managed to bag 150,000 sign-ups in just four weeks! All that with a compelling landing page and concise copy that looked like this.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"692\" src=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-2.png\" alt=\"Screenshot of SpringSled's pre-launch product page with a visual representation of a few laptop screens and key benefits of the product\" class=\"wp-image-1073\" srcset=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-2.png 1024w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-2-300x203.png 300w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-2-768x519.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/medium.com\/@Untorch\/how-springsled-got-150-000-users-in-4-weeks-734bec76aaca\" target=\"_blank\" rel=\"noopener\" title=\"\">Source<\/a><\/p>\n\n\n\n<p>At 41 words, the landing page barely has a copy. And uses single-word headings that highlight the key benefits on offer and a clear CTA with just a pop of colour.&nbsp;<\/p>\n\n\n\n<p>Sprinsled\u2019s clean landing page is a testament that brands can drive sign-ups without overspending on a pre-launch landing page.&nbsp;<\/p>\n\n\n\n<p>But when that&#8217;s done and dusted, here are the best ways to create and promote content for new product launches and generate demand.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-1-tell-your-product-story\"><strong>1. Tell Your Product Story&nbsp;<\/strong><\/h3>\n\n\n\n<p>What better place to start creating content for your product launch than telling your product story?<\/p>\n\n\n\n<p>Take it to your SaaS website to share the eureka moment, the idea that started it all, and the people behind it.&nbsp;<\/p>\n\n\n\n<p>You need to<\/p>\n\n\n\n<ul>\n<li>Be honest<\/li>\n\n\n\n<li>Keep it short and shareable<\/li>\n\n\n\n<li>Help your audience visualize with insider videos and screenshots<\/li>\n\n\n\n<li>Tap into their emotional triggers to stick in their minds&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Or, as Jay Baer, <em>content marketing strategist and keynote speaker<\/em>, puts it,&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p class=\"has-accent-background-color has-background\">\u201c<strong>If your stories are all about your products and services, that\u2019s not storytelling. It\u2019s a brochure. Give yourself permission to make the story bigger\u201d.&nbsp;<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>With several innovations trying to grab the customer&#8217;s attention, your story is the key to standing out. As potential customers find something to connect with, your product will already be on their minds even before its launch.<\/p>\n\n\n\n<p>Your pre-launch <a href=\"https:\/\/ukti.co.in\/blog\/2023\/02\/08\/does-documenting-your-content-strategy-make-a-difference\/\">content strategy<\/a> should focus on being as engaging as possible. And unless you&#8217;re a SaaS celebrity, you want to tell people something about what they are signing up for.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-2-explain-your-product\"><strong>2. Explain Your Product<\/strong><\/h3>\n\n\n\n<p>Want kickass content for your new product launch? Then, let your <a href=\"https:\/\/ukti.co.in\/blog\/2022\/11\/09\/why-saas-content-needs-to-be-product-led-content\/#:~:text=Product%2Dled%20content%20complements%20your,than%20other%20public%20SaaS%20companies.\">product be the hero<\/a> of your content.&nbsp;<\/p>\n\n\n\n<p>The focus here is to highlight product features, communicate their value, and bring product experience to the centre stage. And for this, your website will play a valuable role.&nbsp;<\/p>\n\n\n\n<p>To design a welcoming home on the web, you just need two things to start.&nbsp;<\/p>\n\n\n\n<ol>\n<li>Engaging textual and visual content to highlight what pain points your product addresses<\/li>\n\n\n\n<li>Explainer videos to simplify complex product features.&nbsp;<\/li>\n<\/ol>\n\n\n\n<p>And when you see people getting interested, introduce one-on-one demo offers with the sales team to boost conversions.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-3-create-hype-with-teaser-content\"><strong>3. Create Hype with Teaser Content<\/strong><\/h3>\n\n\n\n<p>Press releases and promotional events are important, but &#8220;teasing&#8221; the audiences with product previews can work wonders in building your waitlist.&nbsp;<\/p>\n\n\n\n<p>In the weeks leading up to the launch date, create blogs with a sneak peek of the product to prepare your audience for the big release, just as HubSpot does.<\/p>\n\n\n\n<p>Their teaser blogs are meant to get the audience thinking about the pain points that HubSpot plans to address without giving away too much about the product. Before the launch of its <a href=\"https:\/\/www.hubspot.com\/products\/lead-scoring?__hstc=213401291.6dded153268021366ab05ad848858acf.1680693571420.1680693571420.1680782255269.2&amp;__hssc=213401291.1.1680782255269&amp;__hsfp=32358173&amp;hubs_content=blog.hubspot.com%2Fmarketing%2Flead-scoring-instructions&amp;hubs_content-cta=here&amp;hubs_post=blog.hubspot.com%2Fmarketing%2Flead-scoring-instructions&amp;hubs_post-cta=here\">predictive lead scoring<\/a> tool and Ads add-on tool, HubSpot created a series of blogs to do just that.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"865\" height=\"679\" src=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-7.png\" alt=\"A screenshot of the list of blogs HubSpot created as part of the marketing before product launch\n\" class=\"wp-image-1078\" srcset=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-7.png 865w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-7-300x235.png 300w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-7-768x603.png 768w\" sizes=\"(max-width: 865px) 100vw, 865px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/www.appcues.com\/blog\/7-lessons-from-how-hubspot-executes-a-massive-product-launch\">Source<\/a><\/p>\n\n\n\n<p>Putting out video teasers with hints about the product is another clever idea. It keeps the audience guessing and draws curious eyeballs to try. This is a content format the folks at Robinhood published before its launch.<\/p>\n\n\n\n<p>When Robinhood was introduced as a commission-free stock trading platform, it drove <a href=\"https:\/\/viral-loops.com\/blog\/robinhood-referral-got-1-million-users\/\">massive 1 million user sign-ups<\/a> before the app launch. And how they managed to achieve such a feat is the real MVP.&nbsp;<\/p>\n\n\n\n<p>They incorporated content marketing with their referral strategy. Yes! Through video teasers explaining the app&#8217;s features and a simple yet catchy landing page with a single tagline, Robinhood expanded its pre-launch reach beyond belief.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-4-practice-link-building-with-guest-posting\"><strong>4. Practice Link-Building with Guest Posting<\/strong><\/h3>\n\n\n\n<p>To successfully attract sign-ups, you can connect with top industry publications or high-authority websites in your niche for guest posting. It is an effective strategy to drive traffic to your product launch page and get traction.&nbsp;<\/p>\n\n\n\n<p>These guest blogs could revolve around the top challenges your product solves. Or you could share stories of how your product journeyed from idea to completion. This way, you can attract attention by giving your audience something to look forward to. And at the same time, get quality backlinks for your pre-launch product page.<\/p>\n\n\n\n<p><strong>Pro Tip: <\/strong>You can create a profile on Medium and republish your published guest blogs to drive the traffic further.&nbsp;<\/p>\n\n\n\n<p>This is exactly what Joe Robinson, founder of a leading digital PR agency Green Flag Digital, did. He published a <a href=\"https:\/\/moz.com\/blog\/how-to-fix-14-technical-seo-problems\">guest post<\/a> on Moz about technical SEO issues and how to solve them.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"1004\" height=\"556\" src=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-6.png\" alt=\"A screenshot of Joe Robinson's guest post on Moz's website titled &quot;How to find and fix 14 technical SEO problems that can be damaging your site now&quot;\" class=\"wp-image-1077\" srcset=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-6.png 1004w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-6-300x166.png 300w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-6-768x425.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>At the end of the blog, Moz published the author&#8217;s bio with links to his latest eBook, The SEO Emergency Checklist. While the content didn&#8217;t directly mention the product, it still did an excellent job of gathering audience attention and encouraging eBook sign-ups with appropriate backlinks.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"418\" src=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-5-1024x418.png\" alt=\"A screenshot of the same blog with Joe Robinson's author bio\" class=\"wp-image-1076\" srcset=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-5-1024x418.png 1024w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-5-300x123.png 300w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-5-768x314.png 768w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-5.png 1109w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-5-keep-those-emails-coming\"><strong>5. Keep Those Emails Coming<\/strong><\/h3>\n\n\n\n<p>The success of your product launch directly depends on how people perceive the brand and how much they trust it. And emails are a great way to welcome the audience and initiate a conversation.&nbsp;<\/p>\n\n\n\n<p>To get the ball rolling for your pre-launch content, start by adding an email list sign-up form to your website. Also, add it to your email campaigns, pre-launch landing page, and social media to capture emails across multiple touch points.&nbsp;<\/p>\n\n\n\n<p>And as people get excited about the upcoming product and sign up for your email list, time your welcome emails to introduce the audience to the product, share the progress, and provide regular updates to build the hype.&nbsp;<\/p>\n\n\n\n<p>Or, keep your prospects guessing.<\/p>\n\n\n\n<p>Here&#8217;s what <a href=\"https:\/\/havenly.com\/\">Havenly<\/a> \u2013 a platform for discovering interior designing and decoration services \u2013 did with their pre-launch emails<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"512\" height=\"1024\" src=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-3-512x1024.png\" alt=\"examples of content marketing before product launch\" class=\"wp-image-1074\" srcset=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-3-512x1024.png 512w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-3-150x300.png 150w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/image-3.png 573w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure><\/div>\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/userlist.com\/blog\/product-launch-emails-saas\/#product-launch-teaser--pre-launch-emails\">Source<\/a><\/p>\n\n\n\n<p>The copy works well at building anticipation and giving the audience something to look forward to.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-6-generate-buzz-with-social-media\"><strong>6. Generate Buzz with Social Media<\/strong><\/h3>\n\n\n\n<p>When it comes to pre-launch content marketing, social media is the best space to create urgency and build anticipation for your upcoming product.<\/p>\n\n\n\n<p>For instance, as you get closer to the launch date, you can build suspense and drive engagement with <a href=\"https:\/\/ukti.co.in\/blog\/2023\/02\/04\/b2b-content-and-humor\/\">creative, fun content<\/a>. Here\u2019s one example from Kula, a recruitment automation platform.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"465\" height=\"537\" src=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/Kula.png\" alt=\"example of pre-launch social media content\" class=\"wp-image-1079\" srcset=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/Kula.png 465w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2023\/05\/Kula-260x300.png 260w\" sizes=\"(max-width: 465px) 100vw, 465px\" \/><\/figure><\/div>\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/www.linkedin.com\/company\/recruitwithkula\/\">Source<\/a><\/p>\n\n\n\n<p>Want to create more curiosity? Add a unique but memorable hashtag to tap into the hype.<\/p>\n\n\n\n<p>Here are a few other ways to use social media to generate demand.&nbsp;<\/p>\n\n\n\n<ul>\n<li>Share screenshots or short videos to offer glimpses of the product<\/li>\n\n\n\n<li>Introduce the core team behind the product<\/li>\n\n\n\n<li>Share regular product updates with the audience<\/li>\n\n\n\n<li>Conduct live AMAs with the product team or the CEO<\/li>\n\n\n\n<li>Host contests and competitions with early access or free trials as a prize<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"aioseo-content-marketing-before-saas-product-launch-make-it-count\"><strong>Content Marketing Before Product Launch \u2013 Make it Count!<\/strong><\/h2>\n\n\n\n<p>The pre-launch phase of your new product can be both exciting and nerve-wracking. But you can make this time count by targeting the right content at the right time. From a stellar pre-launch landing page to social media, content should be at the forefront of your marketing efforts.<\/p>\n\n\n\n<p><strong>About the Author<\/strong><\/p>\n\n\n<div class=\"wp-block-post-author-biography\">My name is Ridvika Arora, a content creator at Ukti. Relentlessly working to create informative and engaging content, my passion for writing has been my driving force. I hold a graduate degree in literature and I enjoy using my skills to contribute to the work we do here. When I am not writing, you can find me binge-watching or defending my favorite shows in front of my friends.<\/div>\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Launching a new SaaS product? Here is how to use content marketing to create buzz and demand before its launch. <\/p>\n","protected":false},"author":7,"featured_media":1083,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[48,46],"tags":[72,52],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts\/1072"}],"collection":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/comments?post=1072"}],"version-history":[{"count":3,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts\/1072\/revisions"}],"predecessor-version":[{"id":1084,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts\/1072\/revisions\/1084"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/media\/1083"}],"wp:attachment":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/media?parent=1072"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/categories?post=1072"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/tags?post=1072"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}