Here’s How Content Is Fueling Product-Led Growth
When we think of content, marketing typically comes to mind: blog posts, social media, and email campaigns designed to attract and engage customers. But in the evolving world of SaaS and product-led growth (PLG), content is no longer just a marketing tool. It’s becoming an integral part of the product experience itself.
Let’s explore how content drives success beyond the marketing department, and why businesses embracing this approach are seeing faster growth, improved retention, and stronger customer relationships.
The New Role of Content in Product-Led Growth
Traditionally, content has been created to support lead generation and awareness campaigns. That’s why it’s called content marketing.
But in PLG companies, content is embedded within the product experience to drive user adoption, engagement, and retention. Here are four types of in-app content that drive SaaS growth:
In-App Guides & Onboarding Content
Content is no longer limited to external assets. PLG companies are incorporating helpful, educational content directly into their products. In-app guides and tutorials onboard users, helping them navigate features and realize the product’s value faster.
For example, when ConvertKit rebranded as Kit, this popup welcomed users when they logged in:
This content reduces the need for lengthy onboarding calls and improves the user experience by offering instant support at the moment it’s needed.
Self-Service Knowledge Bases
A growing trend in PLG companies is creating robust knowledge bases that empower users to solve their own problems. You can host knowledge base content on a blog or use a customer support app like Zendesk.
This kind of content acts as an extension of customer support, enabling users to explore new features, troubleshoot issues, and become power users without needing to engage with a support team.
More importantly, it helps them achieve their goals with your product, so they’re less likely to churn.
Feature Walkthroughs for New Releases
Product updates and new feature rollouts are often misunderstood by users unless they’re properly communicated. That’s where content steps in. By giving users tutorials and tips inside the app, you dramatically improve the user experience. And that’s key, because best-in-class products have a monthly active user (MAU) growth rate of 54%.
Tools like Pendo make this easy to implement. For example, this in-app walkthrough gives users an interactive introduction to MoneyZilla.
In-app tutorials not only learn where things are in the product, they see how each feature fits into their workflows, making them more likely to adopt and use new features. This accelerates adoption and deepens the customer’s relationship with the product.
Interactive Demos & Training Videos
Gone are the days of static blog posts. PLG companies are turning to interactive content—like product demos and training videos—to educate users in real time. These forms of content make it easier for customers to learn how to use your product effectively, reducing churn and increasing customer satisfaction.
Loom and Snagit are top options for creating these videos. Loom let’s you get started for free. Snagit is available for a one-time purchase, with no recurring fees.
I prefer Snagit, but choose the one that’s right for you:
- Choose Loom if you need a tool for quick, easy-to-share videos with minimal editing. It’s perfect for fast demos and casual tutorials.
- Choose Snagit if you need more control over editing and plan to create polished, professional-looking training videos or technical demos with annotations.
Why This Approach Works
When content becomes part of the product itself, it serves multiple functions: onboarding, education, support, and feature adoption. And this approach fits perfectly within the PLG model, where the product is the main driver of growth.
Rather than relying solely on sales or marketing to push users toward the product, content helps users learn and grow on their own terms. This self-service model creates an experience where the product itself becomes the most compelling salesperson.
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What This Means for You
Whether you’re in SaaS or any other industry, the key takeaway here is that content can drive more than just marketing outcomes. It can enhance product experiences, improve customer success, and fuel growth from the inside out.
If you’re not already incorporating content into your product strategy, now is the time to start. By aligning content with your product’s user journey, you can create a seamless experience that not only attracts new users but keeps them engaged for the long haul.
If you’re ready to integrate content more deeply into your product experience, let’s chat. I’d love to help you develop a strategy that fuels growth and keeps your users coming back for more.
