Meet Yeremi Akpan, pain-led content strategist for B2B SaaS companies.
Why pain-led content?
You created your SaaS product because you saw the pain in the market and knew you could resolve it. So it is safe to describe your product as pain-led.
Now we agree on that, time to consider a little problem.
Or not so little…
When starting a SaaS business, we all know that we need to find pain people will pay money to solve and create a solution for that pain. Curiously, when we have to create content to market our SaaS, most founders forget about that native wisdom of pain orientation. They rather create content that either solves no problem for their users (in the name of Top-of-the-Funnel content) or just describes their product’s features.
The problem with that misstep is that your target audience does not know that you have created this wonderful tool that takes their pain away.
When they search on Google or express their anxieties to their peers on social media, especially early in their search for a cure, they may not describe your product features as often as they would describe their pain.
My approach to content marketing starts with understanding your user, the pain that keeps them awake at night, and how your product fits in their search for a cure.
Melding all this together, I end up with what I created this approach called pain-led content marketing that is a combination of an insane focus on your customer’s pain, the intent that drives their search for a cure and how your product is the final bus stop that makes their pain disappear.
This stuff works.
Pain ===> Search Intent ===> Solution.
By solving enough problems that are important to your audience, I position you as the category leader and you earn mind share and trust from your target audience.