20 Product-Led Content Examples from Top SaaS Companies

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Companies like Slack, Calendly, or Airtable shine in every ranking of the best product-led SaaS companies out there.

But rarely do we see examples of how they apply their product-led growth strategy to their content strategy.

So, I signed up for 20 trials of popular product-led SaaS to see if their content uses the potential of product-led content to the fullest.

Here’s a quick overview of my findings:

Appcues’ GoodUX Library

Appcues helps create product-led onboarding experiences for your SaaS. It allows you to create tailor-made onboarding experiences to improve user activation and facilitate feature adoption.

They’re an example of a company “walking the talk.” Not only do they help you improve your onboarding, but they also offer a rich resource library about best product-led onboarding practices.

One of them caught my eye specifically. GoodUX is an extensive inspiration library with hundreds of product-led onboarding examples:

And if you want a more in-depth analysis, GoodUX’s Lyla Rozelle and Ramli John sit down each week to analyze experiences of the most popular product-led companies:

Does it work?

Yes, it works! Although there are visible declines in organic traffic, the approach itself is really good, and with the right effort – it definitely pays off.

Why it works?

B2B Content Marketing is more about humans than most B2B companies think. Appcues’ content embraces the power of showing the people behind the brand. This allows them to build better connection with their users – which we’re sure brings in extra leads for them each month.

Postwise

Postwise is an AI built on a custom language model dedicated to Twitter and LinkedIn activity. It helps with writing, scheduling, ideation, and co-creating social media strategy. 

It’s a great example of why blogs are not dead yet, and why AI will not easily replace good content creators. Postwise’s product-led content is based on blog articles that touch on common problems of people who are using Twitter or LinkedIn daily or want to start doing so.

Does it work?

Yes, it works! Once new articles began to appear regularly on the blog, organic traffic grew, and the first results appeared after just one month. 

Why it works?

People get simple, straightforward answers to their questions. They offer two different approaches: how to solve the problem using Postwise and the native Twitter/LinkedIn tools.

By doing so, users don’t feel pressured to buy the product but rather are encouraged to try a simpler and more elegant solution.

HRnest

HRnest is a platform that helps manage leaves, provides work time tracking, and allows employee documentation management.

A standout among other applications of this type is the Academy. A module that takes you through all aspects of HRnest, showing you the problems you can solve using it. The entire guide is fictionalized, based on characters from The Office. 

Does it work?

Yes, it works! Since the Academy’s first publication, traffic to the site has been trending upward all the time. 

Why it works?

Users see the real problems they themselves have encountered or potentially will encounter soon while running their businesses. They are also guided through the entire process of solving these problems using the app. What’s more, every few lessons is an interactive quiz that allows the user to check their progress. 

By plotting the entire course and linking it to characters that most people know or at least associate with, it is easier to understand how the system works and bind the user to the application.

Airtable

Airtable is a cloud-based platform for creating and sharing databases and developing no-code applications built on them. In short, it can be described as Excel 2.0 – more efficient, less clumsy, with better management systems, and highly customizable.

Airtable has relied on product-led content in the form of webinars. Through this approach, the team shows people how they can resolve their problems or realize ideas they have but have never been able to turn into something real due to a lack of the right skills or tools. 

Does it work?

Yes, it works! People get attracted to the application, not only in the short term, but also in the long run. Webinars are not the only led-product solution used by Airtable, but the overall direction contained in them is also manifested in other content forms.

Why it works?

Let’s say that someone wants to maximize ROI, but has no idea how to do it. The webinar guides users through this problem and also shows how to do it using Airtable. 

Users get answers to their basic questions and are encouraged to use the proposed solution: Airtable. The most important thing is that the webinars are both live and in the form of a recorded video, which allows to reach all interested parties.

Crunchbase

Crunchbase is software that helps people automate finding the right prospects, personalize outreach, and close deals.

The team focused solely on creating content for the blog. Crunchbase’s blog posts answer some general questions like “What is competitive analysis” and provide solutions, including how the user can simplify their tasks by using the application.

Does it work?

In the overall direction – yes, it works! The approach is great, but there’s a lack of consistency. New articles appear irregularly, and the new topics are quite generic. 

Why it works?

Focusing on blog posts to attract new prospects and generate leads is an excellent and proven idea. However – the way Crunchbase is doing so leaves much to be desired, especially if we consider the fact that we are not in 2012 anymore, and there are plenty of competitors. 

The situation is also aggravated by the fact that the focus is exclusively on one product-led content solution.

Shopify

An e-commerce platform helping small and medium businesses build their online stores, Shopify takes care of branding or even creates POS (point-of-sale) for retail stores by using one dashboard with all the necessary functionalities in it.

Shopify shows how powerful can be a community built around some product or idea. Users can share their experiences, problems, and ideas for new features or even connect with businesses in the closest area.

Does it work?

Yes, it works! By building a strong community and reaching out to the user, the platform creates not only a place to share thoughts but also gives the feeling of belonging to something big. 

Why it works?

Shopify by taking this approach, allows anyone to have unlimited access to others’ opinions and get technical support or even business advice from people who joined Shopify earlier. 

In short – users here have a real impact on the development of the platform.

DooFinder

DooFinder is a search engine based on AI using NLP technology (Natural Language Processing) which helps customers find what they are looking for straight from the homepage of the online store. 

When creating an online store, considering the search engine problem is the last thing entrepreneurs think about, and if they do – they have no idea where to start from. Here’s where DooFinder comes in the way, offering a short and concise course. Taking part in it, users discover what search engines are, how they work and how to implement them on the website – using DooFinder as an example. 

Does it work?

Yes, it works! DooFinder has been experiencing growth since its founding. Even despite periodic declines, adopting such a strategy works in the long term.

Why it works?

During the course, users learn the value of having a well-functioning search engine on the store’s home page. At the same time, DooFinder shows its strengths, like natural language recognition, allowing to present relevant results regardless of whether someone has made a typo or spelling mistake. 

While educating, at the same time you attract the customer by showing him a ready-made solution, which is additionally easy to implement thanks to the whole course dedicated to the issue.

Cazoo

Cazoo is an online car rental company that helps customers rent, have delivered, financed or even part exchange their cars. Moreover, the platform has a 72h buy-sell policy. 

Cazoo became more than just a platform for selling and buying cars, they educate potential clients by doing car reviews, telling people uninterested in cars what GAP insurance is, or informing about road taxes.

Does it work?

Yes, it works! Tutorials are a great way to gather potential leads. Even when paid traffic has stopped, overall traffic doesn’t change much. 

Why it works?

Many potential clients don’t have any idea about cars, but they need one. In the normal way, procedures can be complicated and require much attention and a lot of Google searching to make sure everything is in place. 

Cazoo fills in this niche by educating people about the basics of owning a car, and by doing so, they create a safe space for non-experts. They attract consumers by explaining things in simple terms and then offering all the additional services like buying checked cars on their website. 

Zapier

Zapier is a no-code automation tool that allows users to connect at least two apps. By doing so, users can automate repetitive tasks without hiring developers to build an entire custom system. 

Zapier guides you through all the aspects of their application in their tutorials. The user is led by the hand starting with the most basic things such as “What is Zapier” and then guided through the next steps, allowing them to learn all aspects of the application one by one while showing how simple automation is and how much time can be saved.

Does it work?

Yes, it works! Despite worse periods, overall the app continues to gain new users.

Why it works?

By slowly presenting the user with step-by-step introductions to the automation process, the user doesn’t feel overwhelmed while at the same time sees how easy and clear it is to save time and possibly money. 

Often users are also unaware of how many things they can automate in the day-to-day operation of the company. Let the tedious creation of new tasks in ClickUp and then documents in Google Docs serve as an example: you can easily shorten the entire process and simply limit to the first one and let the Zapier do the rest.

Oyster

An employment solution on a global scale, Oyster offers their clients compliant and automated hiring.

Oyster took an unusual approach to product-led content by offering an Employee Cost Calculator. Every potential employer can make sure they can afford to hire a new employee.

Does it work?

Yes, it works! Unusual concepts to attract new users are always welcome, and the best evidence of that statement is the fact that the platform has been growing since the start.

Why it works?

People want to hire someone, but the biggest fear is: “Does my company have funds to do so?”. The simple calculator helps with this problem by showing detailed costs. 

Since the app knows someone can afford to hire someone new, it takes advantage of this fact by simply solving the next question, “Where and how do I find this employee.”

Typeform

Typeform helps users build unique and visually appealing online forms. Usually, it’s used for making surveys that – thanks to their interactivity – lets respondents easily answer questions.  However, the tool offers a wide range of features such as drag and drop template design, unrestricted forms and surveys, hidden fields and 128-bit SSL encryption.

Typeform has placed an emphasis on building community. Every user can have a direct connection with others, including the team. Moreover, the community section is also a channel where users can offer suggestions about new features or provide feedback about recent changes on the platform. 

Does it work?

Yes, it works! Typeform continues to show increases in the number of users using the tool. Even considering paid traffic, there’s nothing to worry about the overall performance.

Why it works?

People in general likes to be a part of something important and the community offers this opportunity. A bigger user base is equal to lower response time on the platform, easier to get help with unusual issues or just chat with someone who is in the similar position to us. 

By doing all this, Typeform encourages more people to join, showing them what they can get beyond the product itself.  In most cases, at some point, this strategy starts snowballing, and the only concern is to keep the product as good as at the beginning.

Hotjar

Hotjar is an application to track visitors’ interactions with a website or product. It allows visualizing user behavior by creating heatmaps, recording screen to see actual user interactions, creating surveys in form of widgets or even directly interviewing users. 

The approach to content-led product here is to create a comprehensive database with multiple courses on different level of user experience.

Does it work?

Yes, it works! Hotjar has a stable customer base, with periodic increases or decreases.

Why it works?

By guiding users from the very beginning of using the platform, they make them attach to it and consider it the most intuitive (because the best known).

By learning the basic concepts involved in running a website/online business and adding how best to monitor user behavior using Hotjar as an example, it allows attracting new users continually. Attachment through education.

Grammarly

Grammarly is a spelling corrector platform that allows the user to check the spelling, grammar, punctuation, clarity and level of engagement of English text. It detects errors and suggests the user ways to correct them.

Although Grammarly in its original conception is just a spelling corrector, it offers a free tools that attract new users: plagiarism checker, paraphrasing tool or free version of grammar checker. It is a lesser known and used, but effective example of product-led content.

Does it work?

Yes, it works! The platform is achieving fantastic results with virtually no paid traffic.

Why it works?

People are attracted to the platform simply by looking for solutions to their pains – for example, a free tool for paraphrasing. Everyone at least once had to rewrite a text several times, and here’s the solution: Grammarly.

And if the user has already found the platform and the tool was useful, the likelihood that they will come back and want to use the paid version of the tool definitely increases.

Genially

Genial.ly is an online platform designed for people seeking to craft interactive presentations and digital content. The tool has a plethora of professionally designed templates, allowing to simplify the creation of visually appealing materials such as dynamic quizzes or engaging surveys.

Genially Academy is an integral, content-led component of the Genially app. By offering practical tutorials, expert tips, and challenges, the academy ensures hands-on learning, making it a powerful tool for users to maximize their utilization of the platform.

Does it work?

Yes, it works! Genial.ly has had no major declines in traffic since its inception.

Why it works?

Focus is put on educating users using high-quality, relevant content. It not only promotes the Genially app but also equips users with the skills to create dynamic and interactive digital content effectively. 

This approach adds value to the overall experience, encouraging continuous learning and usage of the app. The academy’s content is designed to be practical and engaging, which increases user interaction and retention.

Twilio

Twilio is a cloud communications platform that provides businesses with an integrated solution for text messaging, voice calls, and video chats. By utilizing APIs, Twilio simplifies communication complexities, eliminating the need for intricate telecom hardware and uniting diverse communication channels. 

The E-learning portal offers self-guided courses to help users maximize Twilio API’s potential. By offering practical, hands-on experiences rather than mere theoretical benefits, the tutorials become more engaging and relatable. 

Does it work?

Yes, it works! Despite periodic peaks of paid traffic, overall organic traffic is doing just fine on its own.

Why it works?

Twilio Training’s as product-led content shines when it comes to organic traffic growth. Firstly, the platform’s problem/solution approach resonates with users searching for practical ways to use the Twilio API, thus increasing the chance of appearing in relevant search results. 

Secondly, the SEO-optimized courses cater to common search terms related to Twilio and API usage, further boosting visibility in search engine rankings. 

Heap

Heap is a platform dedicated to simplifying analytics. It captures user interactions across web, mobile, and cloud platforms automatically, unlike traditional platforms that require manual setup. 

Heap’s Webinars and Events page serves as an exemplary content-led resource. It offers a rich compilation of webinars and workshops that provide in-depth insights into the effective use of Heap’s analytics services. 

Does it work?

Yes, it works! Considering the niche in which the product is located, content-led marketing works really well.

Why it works?

The platform has great results thanks to its strategic combination of problem-solving, storytelling, and SEO-optimized content. Each webinar or event directly addresses an issue in data analytics, positioning Heap’s features as the solution. 

The use of real-world examples brings storytelling to the fore, making the content more relatable and illustrating the application of Heap’s solutions in a practical context. The inclusion of such examples enhances understanding, keeping the audience engaged. 

Zendesk

Zendesk provides a suite of tools to improve customer relationships. It offers a comprehensive solution for managing expectations, driving customer satisfaction, and business growth.

Zendesk Training offers various training programs for beginners seeking a general understanding of the platform and for advanced users looking to optimize their use of the tools. 

Does it work?

Yes, it works! The platform has had its better and worse periods, but globally – it is doing great.

Why it works?

The platform uses problems from everyday life to attract users looking for solutions. It then provides them with explanations of these issues while showing them a simpler and easier way to eliminate them or to make sure they never arise again: Zendesk.

Pendo

Pendo.io is a solution for product teams seeking to enhance their digital products and deliver exceptional user experiences. As a comprehensive product cloud platform, the app offers a suite of powerful tools designed to empower product teams to understand user behavior, collect feedback, measure NPS, onboard users, and announce new features. 

The Pendo.io decided to use product-led content in the form of…Product-Led page. 

Does it work?

Yes, it works! Overall, the company is holding its ground, and despite recent mild declines in organic traffic, there is no sign of a trend collapse.

Why it works?

People who are looking for information on product-led can go to Pendo’s website, and thus learn about the company’s offerings. By addressing a topic not strictly related to the company’s mainstream, the platform expands the funnel to a wider audience.

Figma

Figma.com is a cloud-based design tool that streamlines the design process and enhances team collaboration. The real-time design and feedback features allow team members to work efficiently, eliminating delays and enhancing productivity.

Figma’s webinars are an exemplary product-led resource presenting software functionalities through practical examples. They eliminate the complexity typically associated with learning and understanding new software

Does it work?

Yes, it works! Figma has continuously experienced organic traffic growth with hardly any paid traffic.

Why it works?

Using real-life examples and scenarios in its webinars, Figma makes complex concepts relatable and easy to understand. This storytelling approach, combined with a detailed explanation of features, increases audience understanding and interest. 

The platforms’ webinars don’t come off as overly salesy. They subtly persuade listeners about the benefits of the platform, making them a valuable product-led resource. 

Notion

Notion.so at its core, is a note-taking tool that allows users to write, plan, and get organized in one place. It also combines features such as task management, kanban boards, databases, and even a web clipper, making it a powerful all-in-one solution

Product-led resource of Notion is a good old blog. Not only does it work as a resource to attract people, but it also serves as a way to pass information from the team to users.

Does it work?

Yes, it works! Notion manages to note only sheer increases since its founding.

Why it works?

Each blog post on Notion’s blog presents a problem or challenge that users might face, and then introduces Notion’s features and functionality as a direct solution. 

Using real-world examples and stories helps make the content more relatable and engaging. It also assists in demonstrating the practical applications of the product, making it easier for the audience to understand its value.

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Szymon Cieszyński

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