There's so much content online about how to get to product-market fit, but content around how to build distribution for your product (using content, Google ads, etc.)
If you've built distribution for your product over the years successfully and put customer acquisition on autopilot, how did you do it?
Content marketing and SEO, which were some of the best ways to bring in customers for Zapier (my previous employer) among other places.
One of Zapier's earliest smart marketing tricks was to build a directory of every app integration on their platform, along with permutations for pairs of integrations. So if you searched for, say, "Google Sheets Slack" or many other pairs of two apps, you'd likely come across a Zapier page. And that was perfect because people googling those two products likely wanted to connect them and would be a likely customer for Zapier, and Zapier's page showed how to do that.
Then, with more traditional content marketing, the editorial team wrote guides on how to do specific things that people would search for—showing how to do them in the tool itself, and then how to simplify and automate it with Zapier. That again got people who were looking for a solution to discover the product. Much further up the acquisition funnel, broader content such as best app roundups made their site a destination for people looking for almost any business software, which can then convert visitors into customers when they buy software and want to integrate it with their existing tools.
The best thing is it works over time, where you make the content today and it keeps bringing in new customers for years after, without any additional investment—though if you maintain the content, it'll have a stronger chance at ranking well for a longer time.
@NBnite mentioned something similar in recommending content marketing as the best way to sell online in another discussion; be sure to check that out too!
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