3 Proven B2b Product-Content Fit Strategies

You probably know that finding the right balance between product and content is critical—heck, it’s the secret sauce that allows you to simplify your solution and communicate it effectively to your audience. When your content seamlessly aligns with your product’s value, you create a smoother buyer journey, enhance engagement, and speed up decision-making. Who doesn’t want that?

Great, but how do you do it? For brands with complex products, achieving the right fit may feel like an uphill battle, but it’s entirely possible—and rewarding. Let’s explore some examples of companies that excel in product-content fit and discuss three actionable tips for finding your own.

Brands that nail product-content fit

• Slack: Known for its team collaboration platform, Slack simplifies its complex integrations and features through straightforward, engaging content that highlights the platform’s ability to make work communication seamless. Their onboarding materials, help center, and customer success stories illustrate the practical benefits of using their platform for businesses of all sizes.
• Splunk: Splunk, a data analytics platform, handles enormous amounts of complex data but translates it into simple and actionable insights for various industries. Their content strategy focuses on industry-specific use cases, showcasing how their product can solve real-world problems like fraud detection or system optimization. They rely on detailed but easy-to-understand content like case studies, infographics, and webinars.
• Workday: A leader in enterprise cloud applications for finance, HR, and planning, Workday provides detailed content that targets specific personas across industries. Their content doesn’t just talk about software but clearly explains how it improves productivity and decision-making for professionals in finance and HR through video demonstrations, blogs, and eBooks.

Three tips for achieving product-content fit

1. Simplify without dumbing down

Even with a complex product, your content should always be clear. Simplification means making the benefits easy to understand without losing the depth of your solution. Instead of overwhelming prospects with technical specs, focus on the real-world problems your product solves.

Actionable example: If you offer cybersecurity software for large enterprises, avoid diving into technical protocols right away. Instead, create content that highlights how your software protects against specific threats, reduces risk, and ensures compliance. Use visuals like charts or infographics to show how your solution fits into the bigger security strategy. Splunk’s focus on industry-specific problems and how they solve them is an excellent example of how to balance complexity with clarity.

2. Tailor content for diverse stakeholders

A B2B buying decision involves multiple stakeholders with distinct priorities. Whether you’re selling to a CFO, IT director, or operations leader, the content needs to resonate with each role. Develop customized messaging for each persona involved in the decision-making process.

Actionable example: If you’re marketing enterprise-level HR software, your content for HR managers should focus on how it streamlines workflows, while content for C-level executives should center on ROI and productivity improvements. Workday excels in this area by producing persona-specific guides, white papers, and testimonials.

3. Leverage product demonstrations and case studies

With complex products, there’s no better way to showcase your value than through demonstrations and case studies. Offering detailed case studies and product walkthroughs helps prospects visualize how your solution fits into their specific environment.

Actionable example: Consider creating an on-demand webinar series or video tutorials that guide users through your product’s features in action. Slack’s product demo videos, combined with their real-life customer stories, make it easy for potential users to see exactly how the platform can solve their pain points. This is key when showcasing the usability of any complex software.

Need help? Consider bringing in an expert B2B content strategy agency

If you’re struggling to find the right product-content fit, or if your internal team needs an outside perspective, partnering with an expert B2B content strategy agency like CMD can be a game-changer. Agencies that specialize in content for complex B2B solutions bring valuable experience and insights to help you:

• Clarify your message: With a fresh perspective, an agency can help untangle the complexity of your product and communicate its core benefits in a way that resonates with your audience.
• Create content that drives results: From persona-specific messaging to detailed case studies and interactive product demos, agencies know how to create content that speaks directly to the challenges your buyers face. Some of our clients experience up to 25x better performance on content we collaborate on compared to the rest of the content they create.
• Refine and optimize: Product-content fit isn’t a one-and-done process. A content strategy agency can continuously refine your messaging through data-driven insights, ensuring that your content stays aligned with your product and the evolving needs of your customers. We look at the behavioral data—web analytics, SEO, and AI neuro assessment data—to provide a multifaceted performance picture.

Working with a B2B content agency can save you time and resources while helping you build a content engine that grows with your product.

The perfect fit

Achieving product-content fit is essential for B2B marketers, especially when you’re dealing with intricate and complex solutions. By simplifying your message, tailoring content to different personas, and leveraging real-world demonstrations and case studies, you’ll make it easier for potential customers to understand your product and its value.

And if you’re feeling stuck or unsure of how to take the next step, don’t hesitate to tap into the expertise of a B2B content strategy agency. With the right partner, you can overcome the challenges of complexity, clarify your message, and create content that truly fits your product—ultimately driving better engagement, faster sales, and sustainable growth.

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