How to create product-led content that converts with Fio Dossetto

August 25, 2021
Content Logistics | Content Marketing

Episode Summary

In this episode of Content Logistics, Fio Dossetto, the Editorial Lead at Wildbit, shares her insights on creating product-led content. She compares product exposure in content to product placement in movies, explaining three levels of product exposure. The first level is when the product is in the background, the second is when the product is actively noticed, and the third is when the product becomes an integral part of the story. Fio emphasizes the importance of leadership buy-in for content strategies, especially for SEO, which can take time to show results. She also introduces a scoring system to prioritize product-led content ideas. A good writer is essential for creating high-quality product-led content, but they need to understand the product and the customer. Fio suggests using sales or customer support teams for this purpose. While SEO is a reliable driver of traffic, it should not be the only focus. Lastly, Fio advises starting small and optimizing existing content before creating new content.

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