Content writing is not just a way to promote your product. Sometimes, it is the best way to help users understand your product. You think you have the perfect product, but still, you don’t have a lot of clients? This happens to a lot of new businesses!

In this article, we are going to show you five types of content that you can use to make your customers understand (and buy!) your product.

Every week we sit down and analyze what we've learned from working with our clients.

We will share these simple, direct, no bullshit lessons with you. Subscribe if you want to get them all!

1. Demo videos

One of the best ways to describe your product is through a demo video. It makes it easier for the user to comprehend and remember the information. However, it might be harder for you to come up with a video than to write a simple, informative article.

First of all, you will need to write down everything you want your users to know about your product. Explain what it does, its main features, the problems it can solve, and why is it better than anything else on the market. Once you write down everything, imagine that you need to explain your product to a 5-year-old. It’s best to make the video as simple to follow as possible.

If you get into a lot of technical details, users will get bored or won’t understand what the product does. Stick to the essential information at first. After you finish writing everything down, you need to structure the information.

First, start with your UVP (Unique Value Proposition), then go on with the product description, then go into details about the problem your product solves. After that, you will want to focus on your product’s main features. Pay attention: if you have a product with multiple features, we recommend you to create a new video for each feature. Otherwise, chances are your video will be too long and people will skip it. The ideal length for an explainer clip is 1 to 2 minutes long.

There are plenty of demo video tools on the Internet, and they will do half of the work for you. Making a demo video for the first time can be challenging, especially if you are new to video-making, so we selected three of the best video demos we could find that will, hopefully, inspire you.

  • Trello demo video – simple and easy to understand, easy to create, cost-effective;
  • Jira demo video –  this one is perfect if you want to give your users more information about your product in a single video;
  • Marketo demo video – visuals grab users’ attention so you might want to focus on visual effect as these guys did.

2. Step-by-step Tutorials

Tutorials are the best type of content to use if you want to show your users how they can solve their problem using your product, or how your product addresses a specific need. When you designed your product, you definitely had in mind a situation when it should be used. Now is the time to share your vision with your users.

A step-by-step tutorial is easier to create than a demo video and, since it’s your product, you don’t have to do a lot of research on the topic.

First, think about the problem your product solves. Write down that problem and explain why is it hard to fix without what your product. Once you do this, proceed to show your users how the problem is fixed by using your product. To make the tutorial as clear and as easy to follow as possible, we recommend you to use lots of screenshots. This helps users when they get stuck.

You should also think about the way you want to structure your tutorial. You can use a step-by-step tutorial to document a feature of your product, just like in this Evernote tutorial. Or, if you prefer, you can choose to write a complete tutorial where you present the main features of your product, from A to Z. Last but not least, you can create a comprehensive tutorial that covers everything there is to know about your product, just like this SaaB tutorial. As you can see, each feature and spec is documented on a different page, and it is simple for users to navigate to the page they want.

3. Complete Product Guides

Think of this type of content as the most comprehensive way of making users understand your product. The good news is, a guide is simple to create. It does require a large amount of information, but that information is easy to gather and split into subcategories. The bad news is, your users might not have the time and energy to search through a complete guide. However, there is a solution to this problem – give them the option to skip to the part that interests them.

A complete product guide must contain these subcategories:

  • Product Description
  • Main Features
  • Specs
  • Additional Features
  • A how to use section

Put yourself in your customers’ shoes and look at your product as if you wanted to buy it. What do you need to know to make a decision? All you have to do now is gather the information and split it into subcategories. Make sure you also implement a button for each subcategory so you can navigate through the sections more easily.

One resource that can help you write your guide is this podcast: http://tcgte.com/. These people made podcasts about everything, from games to social norms. Even though the information is recorded and not written, you might want to check them out to see how they structure it.

If you want to look at a complete guide that teaches people more about SEO, SearchEngineJournal actually made an ebook. A user guide is also a great idea, but you should keep in mind that no user is going to read the whole guide, just the part that interests them.

4. Informative Newsletters

Use newsletters to inform your users about new features. A newsletter should encourage people to visit your website. It should provide them with a sneak peek, not the whole product. However, providing too little information might not trigger an interest. If you decide to write a newsletter, first you should think about why you want to send it.

If you want your users to learn more about your product, to get accustomed to it, and to better understand it, then go ahead and write an informative newsletter. You can create different newsletters for each of your product’s main features. This will make your users curious, and they will want to learn how it works.

Start by creating amazing visuals because that’s how you can attract your user’s attention. Visuals can include pictures of your product, animations that show exactly how that feature works, or any other visual you find relevant.

When it comes to the copy, keep it short and to the point. Do not start explaining every little detail or every problem your product can solve. Stick to the feature you describe in the visual and focus on a single story backed by hands-on examples.

Also, it is essential to send regular newsletters with product updates, but don’t spam your users! Send them a newsletter before a new feature is launched, one the week the product is released, and then send informative newsletters when you have something new to tell your clients (for example, when you fix a bug, or when your product is on sale).

If you need a bit of inspiration to get started, you can check out Intercom and look at various examples and templates.

5. An FAQ section

Clients will ask different questions about your product, from its price to its main features. It is time-consuming to personally answer each one of them so, for the questions that keep repeating, we suggest you create an FAQ section on your website. Trust us; it will make a huge difference!

One of the best things about an FAQ section is that it only takes a few minutes to create, but it will save you a whole lot of time in the long run. Usually, it is best to have about 10 to 15 questions in this section.

But it’s not the number of questions that matters, but how you answer those questions. Make the answers as comprehensive as possible; add pictures. If you already wrote a tutorial on the subject, you can also include the link to the article as an extra resource.

Here you will find 25 examples of FAQs sections that stand out.

Content writing is ever evolving, and we learn new tips & tricks every day. And because we know quality content makes Google happy, marketers try to come up with great content as frequently as possible. Use content writing to make your users understand, love, and, most importantly, buy your product! Set a tone of voice and experiment with different types of content and various distribution channels to improve traffic to your website and to sell your products.