{"id":198,"date":"2022-11-23T12:49:18","date_gmt":"2022-11-23T12:49:18","guid":{"rendered":"https:\/\/ukti.co.in\/blog\/?p=198"},"modified":"2023-09-21T06:45:51","modified_gmt":"2023-09-21T06:45:51","slug":"after-product-market-fit-find-your-content-market-fit","status":"publish","type":"post","link":"https:\/\/ukti.co.in\/blog\/2022\/11\/23\/after-product-market-fit-find-your-content-market-fit\/","title":{"rendered":"After Product-Market Fit, Find Your Content-Market Fit"},"content":{"rendered":"\n<p>Are you a SaaS company with a satisfied customer base that swears by your product? Well, Congratulations! You can cross off \u2018<strong>achieve product-market fit\u2019<\/strong> from your to-do list. <br>Your next goal is achieving content-market fit.&nbsp;<\/p>\n\n\n\n<p>For the uninitiated, having the content-market fit means that you are connected with the right people, through the right channel, and with the right content in the right format.&nbsp;<\/p>\n\n\n\n<p>What does \u2018right\u2019 mean here? How do you know when you have achieved content\/market fit? How to devise a successful content strategy for this goal?&nbsp;<\/p>\n\n\n\n<p>Let us try to answer these questions.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-aioseo-table-of-contents\"><ul><li><a href=\"#aioseo-why-content-market-fit-matters-for-saas-companies\">Why Content-Market Fit Matters for SaaS Companies<\/a><\/li><li><a href=\"#aioseo-think-of-your-content-as-yet-another-product\">Think of Your Content as Yet Another Product<\/a><\/li><li><a href=\"#aioseo-content-market-fit-is-ultimately-content-customer-fit\">Content-Market Fit is, Ultimately, Content-Customer Fit<\/a><\/li><li><a href=\"#aioseo-before-moving-towards-achieving-content-market-fit\">Before Moving Towards Achieving Content-Market Fit\u2026.<\/a><\/li><li><a href=\"#aioseo-the-key-to-achieving-content-market-fit\">The Key to Achieving Content-Market Fit<\/a><ul><li><a href=\"#aioseo-1-ask-your-customers-what-they-want-to-see\">#1 Ask Your Customers What They Want to See<\/a><\/li><li><a href=\"#aioseo-2-understand-how-your-customers-discover-you\">#2 Understand How Your Customers Discover You<\/a><\/li><li><a href=\"#aioseo-3-know-what-formats-work-well\">#3 Know What Formats Work Well<\/a><\/li><li><a href=\"#aioseo-4-peek-at-what-your-competitors-are-doing\">#4 Peek at What Your Competitors Are Doing<\/a><\/li><li><a href=\"#aioseo-5-monitor-the-results-of-your-content-market-fit-efforts\">#5 Monitor the Results of Your Content-Market Fit Efforts<\/a><\/li><\/ul><\/li><li><a href=\"#aioseo-the-bottom-line\">The Bottom Line<\/a><\/li><\/ul><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"aioseo-why-content-market-fit-matters-for-saas-companies\"><strong>Why Content-Market Fit Matters for SaaS Companies<\/strong><\/h2>\n\n\n\n<p>If you think that achieving product-market fit (PMF) is enough and you don\u2019t need to work on your content strategy, think again.<\/p>\n\n\n\n<p>Creating and distributing content via inbound marketing strategies is important for SaaS companies. It is the best way to:<\/p>\n\n\n\n<ul>\n<li>Draw potential customers\u2019 eyeballs to your product<\/li>\n\n\n\n<li>Convince people to take a product demo, one word at a time&nbsp;<\/li>\n\n\n\n<li>Educate people about what you offer and how it benefits them<\/li>\n\n\n\n<li>Keep in touch with people who have shown interest in your product<\/li>\n\n\n\n<li>Keep in touch with people who have purchased your product<\/li>\n\n\n\n<li>Establish a brand presence<\/li>\n<\/ul>\n\n\n\n<p><strong><em>What do all these scenarios have in common?&nbsp;<\/em><\/strong><\/p>\n\n\n\n<p>Well, in each scenario, <strong>you will achieve success only when people actually read your content. <\/strong>And people will read your content only if they get some value from it. (How many times have you heard, \u2018Create valuable content\u2019 from marketing gurus?)<\/p>\n\n\n\n<p>As a SaaS company, not only should your product satisfy your target market, but your content also needs to deliver value.&nbsp;<\/p>\n\n\n\n<p>Let us take this statement one step further.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"aioseo-think-of-your-content-as-yet-another-product\"><strong>Think of Your Content as Yet Another Product<\/strong><\/h2>\n\n\n\n<p>Going back to the <a href=\"https:\/\/edubirdie.com\/blog\/guide-to-startups\" title=\"\">OG definition of product-market fit<\/a>:\u00a0<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p><strong><em>\u201cProduct-market fit means being in a good market with a product that can satisfy that market.\u201d<\/em>&nbsp;<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>A good market is a market where there is demand for your product, which you can harness and quantify in profitable ways.&nbsp;<\/p>\n\n\n\n<p>Now, let us try to modify this definition and apply it to content-market fit.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p><strong>\u201cContent-market fit means connecting with your customers on the right channel with valuable content in suitable format that satisfies those customers.\u201d&nbsp;<\/strong><\/p>\n<\/blockquote>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"512\" height=\"512\" src=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2022\/11\/product-market-fit.png\" alt=\"How to achieve content-market fit\" class=\"wp-image-199\" srcset=\"https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2022\/11\/product-market-fit.png 512w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2022\/11\/product-market-fit-300x300.png 300w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2022\/11\/product-market-fit-150x150.png 150w, https:\/\/ukti.co.in\/blog\/wp-content\/uploads\/2022\/11\/product-market-fit-100x100.png 100w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"aioseo-content-market-fit-is-ultimately-content-customer-fit\"><strong>Content-Market Fit is, Ultimately, Content-Customer Fit<\/strong><\/h2>\n\n\n\n<p>As always, the customer is key to understanding the concept. This is why content-market fit is also sometimes referred to as content-customer fit.&nbsp;<\/p>\n\n\n\n<ul>\n<li>What is your audience like?&nbsp;<\/li>\n\n\n\n<li>What are their needs?&nbsp;<\/li>\n\n\n\n<li>Which channels do they frequent?<\/li>\n\n\n\n<li>Which format do they want to consume content in?&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Once you answer these questions, you can take the next step to achieving content\/market fit.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"aioseo-before-moving-towards-achieving-content-market-fit\"><strong>Before Moving Towards Achieving Content-Market Fit\u2026.<\/strong><\/h2>\n\n\n\n<p><em>\u201cAchieving content-market fit is a journey, not a destination.\u201d &#8211; Some wise guy on LinkedIn, probably.&nbsp;<\/em><\/p>\n\n\n\n<p>Having content-market fit means that your content is aligned with your customers\u2019 needs in terms of information, channels, and formats. <strong>But here\u2019s the catch: These factors aren\u2019t always defined<\/strong>.&nbsp;<\/p>\n\n\n\n<ol>\n<li><strong>Customers\u2019 needs and expectations change with time.<\/strong> Your competitors may start offering something new or a new technology update may disrupt the market. You will have to realign your content strategy to keep up with these changes.&nbsp;<\/li>\n<\/ol>\n\n\n\n<ol start=\"2\">\n<li><strong>A single content format may not work every time.<\/strong> Let us take a very basic example. Suppose you have a software product. You have been publishing long articles that take the user through your product\u2019s features in a step by step manner. And so, they work well for people who want to know how your product works in detail.<br>Now, can you create similar long-form content for your website\u2019s FAQ section? Try doing it and you will see very high bounce rates. This is because people who visit your FAQ page want quick answers to specific questions.&nbsp;<\/li>\n<\/ol>\n\n\n\n<ol start=\"3\">\n<li>Similarly, <strong>your audience might not be present on all channels. <\/strong>You may take great pains to create content for Twitter. But if most of your audience is on LinkedIn,&nbsp; you\u2019ll only get lukewarm impressions.&nbsp;<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"aioseo-the-key-to-achieving-content-market-fit\"><strong>The Key to Achieving Content-Market Fit<\/strong><\/h2>\n\n\n\n<p>The most straightforward way is to experiment till you get there. But you don\u2019t need to resort to trial and error.&nbsp;<\/p>\n\n\n\n<p>As a marketer with good product-fit, you already have these in your toolkit:&nbsp;<\/p>\n\n\n\n<ul>\n<li>An existing audience<\/li>\n\n\n\n<li>A customer base that uses your product regularly<\/li>\n\n\n\n<li>A good awareness of what your customers need<\/li>\n<\/ul>\n\n\n\n<p>Now, all you need to do is leverage them.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-1-ask-your-customers-what-they-want-to-see\"><strong>#1 Ask Your Customers What They Want to See<\/strong><\/h3>\n\n\n\n<p>You can reach out to your customers directly and ask them what they would like to see. You can ask questions like:&nbsp;<\/p>\n\n\n\n<ol>\n<li>Do you find x content on our blog helpful?<\/li>\n\n\n\n<li>Do you want to see video tutorials of our product?&nbsp;<\/li>\n\n\n\n<li>Would you like to follow us on social media for product updates?&nbsp;<\/li>\n\n\n\n<li>Would you like to subscribe to our newsletter?&nbsp;<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-2-understand-how-your-customers-discover-you\"><strong>#2 Understand How Your Customers Discover You<\/strong><\/h3>\n\n\n\n<p>Thanks to digital marketing methods, you can understand where you get most of readers from. And how much time do they spend reading or watching what you put out. You can take note of metrics such as:&nbsp;<\/p>\n\n\n\n<ol>\n<li>Organic website traffic, session length, and bounce rates via Google Search Console.&nbsp;<\/li>\n\n\n\n<li>The breakdown of total website visits via different channels. Visitors can arrive on your website via organic search, social links, ads, newsletters, and promotional emails.&nbsp;<\/li>\n\n\n\n<li>Number of social media impressions, clicks, saves, and shares.<\/li>\n\n\n\n<li>Average watchtime on YouTube.&nbsp;<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-3-know-what-formats-work-well\"><strong>#3 Know What Formats Work Well&nbsp;<\/strong><\/h3>\n\n\n\n<p>You can start by comparing the performance of different content formats for the same information.&nbsp;<\/p>\n\n\n\n<p>Suppose you have a tutorial blog. You have repurposed the same information in a full-length tutorial video. Later, you created carousels and short-form videos with the same content. After a few weeks of publishing, analyse which one performs better in terms of impressions, shares, views, likes, clicks, and website visits.&nbsp;<\/p>\n\n\n\n<p>The winning format should get the most of your creation and marketing time.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-4-peek-at-what-your-competitors-are-doing\"><strong>#4 Peek at What Your Competitors Are Doing<\/strong><\/h3>\n\n\n\n<p>The world of B2B SaaS is highly competitive. Sometimes, it helps to take a leaf from a rival company\u2019s book. Look at what they are doing, how much are they succeeding, and how you can do it better.&nbsp;<\/p>\n\n\n\n<p><strong><em>(Psst&#8230;Need some inspiration to create your next blog post? Check out our post on <a href=\"https:\/\/ukti.co.in\/blog\/2022\/10\/01\/how-to-never-run-out-of-content-ideas-for-your-saas-blog\/\" title=\"&quot;How to Never Run Out of Content Ideas for Your SaaS Blog.&quot;\">&#8220;How to Never Run Out of Content Ideas for Your SaaS Blog.&#8221;<\/a>) <\/em><\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"aioseo-5-monitor-the-results-of-your-content-market-fit-efforts\"><strong>#5 Monitor the Results of Your Content-Market Fit Efforts&nbsp;<\/strong><\/h3>\n\n\n\n<p>Set goals for your content marketing strategy and always keep an eye on how your content is doing across channels, formats, and over time. Capture and apply the feedback to content next in line for publishing.&nbsp;<\/p>\n\n\n\n<p>Keeping your approach agile will help you keep your strategy aligned with the market.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"aioseo-the-bottom-line\"><strong>The Bottom Line<\/strong><\/h2>\n\n\n\n<p>With every successful content marketing strategy, you will find that the content is aligned with the customers\u2019 needs, their preferred channels, and the suitable formats. Go ahead and dissect any content marketing case study and you will observe that at the core of the success story lies a good content-market fit.&nbsp;<\/p>\n\n\n\n<p>Once you understand how content-market fit works in the context of your company, make it the only goal of your content strategy!&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are you a SaaS company with a satisfied customer base that swears by your product? Well, Congratulations! You can cross off \u2018achieve product-market fit\u2019 from your to-do list. Your next goal is achieving content-market fit.&nbsp; For the uninitiated, having the content-market fit means that you are connected with the right people, through the right channel, &#8230; <a title=\"After Product-Market Fit, Find Your Content-Market Fit\" class=\"read-more\" href=\"https:\/\/ukti.co.in\/blog\/2022\/11\/23\/after-product-market-fit-find-your-content-market-fit\/\" aria-label=\"More on After Product-Market Fit, Find Your Content-Market Fit\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":205,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[46],"tags":[53,52],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts\/198"}],"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\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/comments?post=198"}],"version-history":[{"count":7,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts\/198\/revisions"}],"predecessor-version":[{"id":1433,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/posts\/198\/revisions\/1433"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/media\/205"}],"wp:attachment":[{"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/media?parent=198"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/categories?post=198"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ukti.co.in\/blog\/wp-json\/wp\/v2\/tags?post=198"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}