5 companies that scaled through product-led content

What’s something that product-led marketers yearn for?

Attention!

The SaaS market is packed with competition – $317.55 Bn in 2024.

How does YOUR business plan to stand out?

Well, product-led content (PLC) has emerged as a game-changer for many SaaS companies.

90% of SaaS companies use content marketing to drive customer acquisition and retention. That said, product-led content marketing is not just about churning out blog posts or webinars. It needs a strategic narrative that seamlessly weaves your product into the heart of your content. And this is where many of the biggest and best companies thrive.

In this piece, we’ll check out five of those SaaS brands who've cracked the code of product-led marketing, using it to skyrocket their growth and making it the cornerstone of their product marketing. 

They dared to be different, to put their product front and center – and reaped the rewards. 

Let’s explore these in detail.

Company one: Semrush

Born from the minds of Oleg Shchegolev and Dmitry Melnikov in 2006, Semrush started as a personal SEO tool. Word-of-mouth among friends and colleagues fueled its early growth, as the founders continuously added features and refined their platform. 

They quickly gained traction due to their comprehensive suite of tools and their commitment to providing value-driven content strategy in terms of insights and resources.

PLC strategy

Semrush's content strategy is a masterclass in product-led education. 

They were quick to identify that their target audience (digital marketers and SEO professionals) craved knowledge and expertise.

So, they poured their resources into creating an extensive library of in-depth guides, tutorials, case studies, and even online courses. 

The content didn’t just revolve around promoting their tools but empowering their audience to succeed in the ever-evolving world of digital marketing.

What contributed to their success?

Authority and trust: Consistently delivering high-quality, informative content helped Semrush establish itself as a thought leader in the SEO space. The product-led content built trust and credibility, attracting a loyal following that curled to them for guidance and solutions.

Diverse content formats: Semrush’s content marketing is not just limited to blog posts. Sure, they have a great blog design with a handy table of contents. But apart from easy-to-navigate content, they produce a variety of content formats, including webinars, tutorials, product demos, and social media content.

 This caters to different learning styles and preferences, ensuring that their message reaches a wider audience.

Community building: Semrush has a thriving online community that is nurtured through content. Active engagement with their audience and quick responses in forums keep the community glued, reinforcing their brand loyalty.

Company two: Synthesia

Synthesia burst onto the scene as a groundbreaking AI-powered video generation platform in 2017. 

They've raised a staggering $50 million in funding to fuel their mission of replacing cameras with code, democratizing anyone to become a creator.

Their secret sauce? Deep learning blends with cutting-edge technology which helps craft stunningly realistic AI avatars – everything from marketing videos to product demos and even personalized messages.

PLC strategy

Synthesia's PLC strategy revolves around the power and versatility of its platform. 

Synthesia keeps a thriving Facebook community (19K followers) engaged through their creative and engaging videos, sparking curiosity and driving interest.

What works in their favor?

Novelty and innovation: Synthesia banks its content on AI-powered video technology which itself is innovative. Their PLC showcases its capabilities through its content by tapping into people's curiosity for new and exciting tools.

Practical applications: The content that Synthesia creates goes beyond the "wow" factor as their content highlights practical cases for their technology. This way, they show how their tool solves real-world problems while resonating with their target audience.

Accessibility: Synthesia makes video creation accessible to everyone, regardless of budget or technical skills. Their content emphasizes this accessibility which helps users to create professional-looking videos and broadens their appeal.

Company three: Wix

Wix has moved beyond being a website builder since its inception in 2006. Its intuitive drag-and-drop interface, vast template library, and ever-growing app market are a hit amongst users. Many benefit from its wide range of integrations and functionalities, which have democratized website creation.

Users also take advantage of tools like Wix Data for database management and Corvid by Wix for advanced customization.

PLC strategy

Wix’s product-led content strategy reflects its mission to empower creators. 

Their online presence includes stunning website examples, design tips, marketing guides, and even online courses. A vibrant online community helps users share ideas and learn.

Again, the sort of content they design is highly useful for its end-users. It includes video tutorials and case studies demonstrating how real businesses have thrived using their platform.

Its Wix Learn platform helps users master everything from basic website building to advanced design and marketing techniques.

What makes it successful?

Inspiration and education: The content types and their overall library are inspiring since they include real-world examples of stunning websites built on their platform. This sparks creativity and shows users what's possible while the educational resources equip users with the skills to transform their visions into reality.

User-generated content (UGC): The product-led content also branches into UGC where Wix encourages and amplifies user-generated content. Product use cases, reviews, and pictures take up this space to inspire and motivate other users.

Comprehensive resources: SaaS product users appreciate the wealth of resources that guide them through every step of their online journey. Whether it's SEO, marketing, e-commerce, or design, Wix provides the tools, knowledge, and supporting content that users need to succeed.

Company four: Canva

Canva, launched in 2013, disrupted the graphic design world by making it accessible to everyone. Its user-friendly drag-and-drop interface coupled with a massive templates library and intuitive design tools quickly made it easy for non-designers to get started. Eventually, small businesses and even seasoned professionals started using it.

PLC strategy

Canva's product-led content strategy is a masterclass in democratization. 

They've made a star of their product by demonstrating its versatility and ease of use. Their blog, Design School, contains tutorials of great depth along with design inspiration and practical tips. Also, their webinars and workshops educate users to create stunning visuals with confidence.

Also, Canva's social media channels are a constant stream of eye-catching designs created with their platform, inspiring users (and prospects) by showcasing the endless possibilities.

What worked for them?

Empowerment: Canva’s PLC does not just include teaching. It empowers users to express their creativity and achieve their goals by crafting content that inspires and promotes experimentation.

Community-based learning: The community forums and social media groups by Canva offer users a space to learn from each other, share tips and tricks, and get inspired. This breeds a sense of belonging that encourages users to continue using Canva as their design tool of choice.

Social proof and inspiration: Canva's social media channels buzz with inspiration, showcasing stunning designs created by their users. This acts as social proof of the platform's capabilities, sparking creativity among users.

Company five: HubSpot

Brian Halligan and Dharmesh Shah founded HubSpot in 2006 which transformed the world of digital with their inbound methodology. It helped businesses attract customers through valuable content and personalized experiences rather than relying on intrusive advertising.

HubSpot is an all-in-one marketing, sales, and customer service platform that is now a go-to tool for businesses seeking organic growth.

PLC strategy

HubSpot's product-led content strategy embodies its inbound philosophy. Their website hosts a huge resource hub – a wealth of free tools, educational materials, and thought leadership content. 

Marketers often turn to HubSpot resources when they seek the latest trends and insights. Also, a HubSpot Academy is offering in-depth courses and certifications on a wide range of topics. 

Their PLC strategy further stretches to hosting a dedicated podcast network and a vibrant online community.

What worked for them?

Educational focus: HubSpot Academy is a testament to its commitment to educating its audiences. Plenty of courses and certifications are offered 100% free to enable marketers with the knowledge that will help them grow.

Thought leadership: Most of HubSpot's content is about establishing themselves as thought leaders in the inbound marketing space. They don’t talk much about their products but focus on delivering high-quality, informative content to build trust and credibility with their audience.

Comprehensive resources: There’s no dearth of valuable resources on Hubspot’s website. For years, it has become a one-stop shop for digital marketers because it provides content in every form – free tools, templates, case studies, in-depth guides, and much more.

Wrapping up

All these above-mentioned companies show what product-led content can do for SaaS businesses.

Driving growth and building lasting success requires more than just putting in blogs and website content. It needs consideration about educating the audience and fostering a community of passionate users, while consistently striving for innovation.

So, if you're looking to scale your SaaS business, consider taking a page out of their playbook. Make a move to leveraging product-led content by educating your audience, and watch your business thrive.