Creating Product Content in the Age of LLMs

How to adapt your content creation strategy for the era of Large Language Models and AI-driven content consumption.

Before you crank out another random asset, stop, drop and roll with these 10 product content creation steps.

If you're creating product content without a strategy, a plan, or even a sanity check you've come to the write (intentional typo) place.

This guide walks through the 10 steps every PMM, builder, innovator (or anyone stuck wearing the hat) needs to follow before they open a new Doc. It's not fluff. It's not theoretical. It's the checklist forged from pressure-tested experience.

You're not just publishing content. You're shaping the buyer experience. So let's make sure it's not digital chaos.

Start with Strategy: Define Your ICP and Messaging First

Don't put the cart before the horse when it comes to creating content. If you haven't gone through the strategic product messaging development process, and defining your ideal customer profile (ICP) you need to start there.

Anyone can come up with a simple message. It's another story when you go through testing that message with internal groups, analysts and users needs to precede any attempt at creating content for buyers.

Why is this required? Because if you skip this step this means that you haven't:

a) thought through positioning and messaging targeted at your Ideal Customer Profile (ICP).
b) pressure-tested your messages with the market. Slow down to speed up. Get your messaging house in order before you plan world domination.

None shall pass until this is done. With this first sanity check in place, let's move to the next step.

Rethink Buyer's Journey Maps as AI-Enabled Buyer's Flows

AI innovation is forcing a rethink on content discoverability. I covered the reality of LLMs replacing Google Search and this will impact traffic to your website. Buyers are increasingly using LLMs to find and compare vendor information.