{"id":141470,"date":"2022-05-03T10:27:49","date_gmt":"2022-05-03T15:27:49","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=141470"},"modified":"2022-08-15T03:44:36","modified_gmt":"2022-08-15T08:44:36","slug":"product-led-content","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/product-led-content\/","title":{"rendered":"Product-Led Content: What It Is, Why Use It, and How to Get Started"},"content":{"rendered":"\n<div class=\"intro-txt\">A few years ago, I worked at ReferralCandy, a referral program SaaS company.&nbsp;<\/div>\n\n\n\n<p>The <a href=\"https:\/\/www.referralcandy.com\/blog\">ReferralCandy blog<\/a> was popular. We were publishing tons of content and getting significant traffic. But none of our content mentioned the product or any of the product\u2019s features.<\/p>\n\n\n\n<p>Looking back, I think it was possible\u2014at least in my opinion\u2014to consume every article on the blog and yet still have no idea what ReferralCandy did.<\/p>\n\n\n\n<p>Don\u2019t get me wrong. This is not an indictment of my previous workplace\u2019s <a href=\"https:\/\/ahrefs.com\/blog\/content-marketing-strategy\/\">content marketing strategy<\/a>. In fact, if you consider the timeframe, it wasn\u2019t even \u201cwrong.\u201d Back then, the prevailing sentiment was that content wasn\u2019t supposed to \u201csell,\u201d only educate.<\/p>\n\n\n\n<p>Many companies were doing the same thing\u2014<a href=\"https:\/\/ahrefs.com\/blog\/content-creation\/\">creating content<\/a>, generating tons of traffic, yet failing to promote their products or features.<\/p>\n\n\n\n<p>But this all changed after I watched Tim\u2019s <a href=\"https:\/\/ahrefs.com\/academy\/blogging-for-business\">Blogging for Business course<\/a>.<\/p>\n\n\n\n<p>I discovered product-led content.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#what-is-product-led-marketing\">What is product-led content?<\/a><\/li>\n<li><a href=\"#why-product-led-content-is-important\">Why is product-led content important?<\/a><\/li>\n<li><a href=\"#is-product-led-content-right-for-you\">Is product-led content right for&nbsp;you?<\/a><\/li>\n<li><a href=\"#how-to-create-product-led-content\">How to create product-led content<\/a><\/li>\n<li><a href=\"#product-led-content-examples\">Product-led content examples<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is product-led content?\" data-section=\"what-is-product-led-marketing\">\n\n\n\n<h2 class=\"wp-block-heading\">What is product-led content?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Product-led content is content that helps the reader solve their problems using your product.<\/p>\n\n\n\n<p>This is not a hard sell. It\u2019s not an aggressive pitch either\u2014we\u2019re not pulling people to the back of the room to buy the products like a personal development seminar. Instead, it\u2019s done naturally by strategically weaving your product and its use cases into the narrative of your content.<\/p>\n\n\n\n<p>Here\u2019s an example of how this works. We recently published <a href=\"https:\/\/ahrefs.com\/blog\/how-to-get-backlinks\/\">a list of ways to get backlinks<\/a>.<\/p>\n\n\n\n<p>Under each tactic, we explain how you can find different link opportunities and prospects you can pitch. But to do that, you need a tool like <a href=\"https:\/\/ahrefs.com\/\">Ahrefs<\/a>. So, as we explain each step, we also show the reader how to use our tool to execute it.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/1-product-led-example.jpg\" alt=\"Example of product-led marketing on the Ahrefs blog.\"><\/figure>\n\n\n\n<p>And this is how we naturally insert our product into the problem-solving narrative.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is not product-led content?<\/h3>\n\n\n\n<p>Not every piece of content you create around your product is product-led content.<\/p>\n\n\n\n<p>Some content, like help articles, product-related announcements, and landing pages, has other purposes like directly promoting your product. This is <strong>not<\/strong> product-led content.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why is product-led content important?\" data-section=\"why-product-led-content-is-important\">\n\n\n\n<h2 class=\"wp-block-heading\">Why is product-led content important?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Below are two reasons why product-led content is important.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Acquire new customers<\/h3>\n\n\n\n<p>A big issue for potential customers is that they usually have no idea how your product works or how it helps solve their problems. This is especially true for software.<\/p>\n\n\n\n<p>This is compounded by the fact that many companies do not mention their product in their content. So, even as prospects are consuming content, they still end up in a state where they know nothing about what the company sells.<\/p>\n\n\n\n<p>They may often even have to watch a demo video to figure out how everything works. That\u2019s all fine and dandy, but given that demo videos are usually generic, they may not understand if and how your product works to solve their particular set of problems.<\/p>\n\n\n\n<p>However, if you create product-led content and it <a href=\"https:\/\/ahrefs.com\/blog\/how-to-rank-higher-on-google\/\">ranks high on Google<\/a>, customers actually seek out solutions to problems themselves and might start to see how your product solves their issues.<\/p>\n\n\n\n<p>This makes it easier for them to decide if they want to work with you. It also keeps your brand top of mind since they know everything about how your product works. Later on, when they decide to buy, familiarity with your product helps them convert to a paying customer.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Retain customers<\/h3>\n\n\n\n<p>Even if customers have bought your product, they may not fully utilize it.<\/p>\n\n\n\n<p>Product-led content helps continue their education and ensures your customers use your product to its full potential\u2014keeping your customers happy.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Is product-led content right for you?\" data-section=\"is-product-led-content-right-for-you\">\n\n\n\n<h2 class=\"wp-block-heading\">Is product-led content right for&nbsp;me?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Content marketing is ultimately a <a href=\"https:\/\/ahrefs.com\/blog\/marketing-channels\/\">marketing channel<\/a>. Its goal is to help you <a href=\"https:\/\/ahrefs.com\/blog\/customer-acquisition\/\">acquire more customers<\/a> and retain them.<\/p>\n\n\n\n<p>So, while content marketing is about <a href=\"https:\/\/ahrefs.com\/blog\/how-to-write-great-content\/\">creating great content<\/a>, you should also be mindful that it should help promote your product.<\/p>\n\n\n\n<p>Think about it: If your product can truly help someone out with their problems, you\u2019re doing them a disservice by not letting them&nbsp;know.<\/p>\n\n\n\n<p>Furthermore, by not daring to pitch or mention your product in your content, you\u2019re also signaling to your audience that your product is not good enough to solve their problem.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to create product-led content\" data-section=\"how-to-create-product-led-content\">\n\n\n\n<h2 class=\"wp-block-heading\">How to create product-led content<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Ready to get started with product-led content? Here\u2019s how to create it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Know your product <em>really <\/em>well<\/h3>\n\n\n\n<p>There\u2019s no way around it: To create excellent product-led content, you <strong>have <\/strong>to know your product inside out. And this isn\u2019t just for <a href=\"https:\/\/ahrefs.com\/blog\/product-marketing\/\">product marketers<\/a>. All marketers should know their product well.<\/p>\n\n\n\n<p>You should know your product\u2019s features, use cases, and how it solves your target audience\u2019s problems.<\/p>\n\n\n\n<p>Put simply, you have to <a href=\"https:\/\/en.wikipedia.org\/wiki\/Eating_your_own_dog_food\">eat your own dog food<\/a>.<\/p>\n\n\n\n<p>For example, many years back, the Shopify marketing team famously created <a href=\"https:\/\/web.archive.org\/web\/20201205033225\/https:\/\/www.shopify.com\/blog\/50559813-how-i-built-an-online-t-shirt-business-and-made-1-248-90-in-3-weeks?ref=a-better-lemonade-stand\">multiple case studies<\/a> on how they used their own e-commerce platform to set up a business and start selling products. (And they actually made&nbsp;money!)<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/2-shopify-dogfood.jpg\" alt=\"Excerpt from the Shopify case study.\"><\/figure>\n\n\n\n<p>At Ahrefs, new marketing team members are expected to complete our <a href=\"https:\/\/ahrefs.com\/academy\">academy courses<\/a> (especially the <a href=\"https:\/\/ahrefs.com\/academy\/certification-course\">Certification course<\/a>). Plus, they don\u2019t <em>actually<\/em> join the marketing team directly. They work in our customer support team for at least three months before \u201cgraduating\u201d to the marketing team.<\/p>\n\n\n\n<p>Not only does this ensure that everyone on the team interacts with customers directly and understands their pain points, but it also turns all of us into Ahrefs experts.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Find topics with search traffic potential<\/h3>\n\n\n\n<p>The content you create will not get readers right away. It has to be promoted. And while there are many ways to <a href=\"https:\/\/ahrefs.com\/blog\/content-promotion\/\">promote your content<\/a>, SEO is the channel we focus&nbsp;on.<\/p>\n\n\n\n<p>For as long as your content ranks high on Google, you\u2019ll be able to get traffic continuously over the long&nbsp;term.<\/p>\n\n\n\n<p>How do you do&nbsp;this?<\/p>\n\n\n\n<p>To get traffic from Google, you have to target topics people search for. You also have to look for topics where your target audience wants solutions to problems, i.e., looking to learn, not buy. (After all, if they\u2019re looking to buy, then you\u2019re no longer creating product-led content but simply a sales or landing page.)<\/p>\n\n\n\n<p>Here\u2019s how to find these topics:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n<li>Enter one or a few keywords relevant to your business<\/li>\n<li>Go to the <strong>Matching terms <\/strong>report<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/3-matching-terms.png\" alt=\"The Matching terms report in Ahrefs' Keywords Explorer.\" width=\"1542\" height=\"732\"><\/figure>\n\n\n\n<p>Generally speaking, topics where people are looking to learn usually contain question modifiers such as why, how, what,&nbsp;etc.<\/p>\n\n\n\n<p>Let\u2019s switch the tab to <strong>Questions<\/strong> to see&nbsp;these.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/4-questions.jpg\" alt=\"The Questions report in Ahrefs' Keywords Explorer.\"><\/figure>\n\n\n\n<p>Here, we see around ~195,000 topics that we could potentially target. Eyeball the list and pick out those that are relevant and have traffic potential (look at the <strong>TP<\/strong> column).<\/p>\n\n\n\n<p>There are also plenty of informational keywords that do not contain a question modifier. While the number of 195,000 keywords is plenty to target, you can look for more by eyeballing the entire report to see if there are potential topics without modifiers.<\/p>\n\n\n\n<p>For example, doing this shows us a few topics that we could potentially target, such as \u201cSEO course\u201d and \u201cSEO checklist.\u201d Neither contains any question words.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/5-keywords.png\" alt=\"Potential keywords for us to target with product-led content.\"><\/figure>\n\n\n\n<p><strong>Recommended reading:<\/strong> <em><a href=\"https:\/\/ahrefs.com\/seo\/keyword-research\" data-ahr=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">Keyword Research: The Beginner\u2019s Guide by Ahrefs<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Prioritize them using \u201cbusiness potential\u201d<\/h3>\n\n\n\n<p>Creating product-led content is an art. You have to naturally weave your product use cases into your content through smart copywriting and yet not look like you\u2019re \u201coverselling.\u201d<\/p>\n\n\n\n<p>The trick we use at Ahrefs is to focus only on topics that our product can solve. This way, we don\u2019t look like we\u2019re unnaturally shoehorning our product\u2014we\u2019re simply offering the <strong>best <\/strong>solution to that problem.<\/p>\n\n\n\n<p>How do we do this? We use a \u201cbusiness potential\u201d score.<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/6-business-potential.png\" alt=\"The Business Potential scale we use at Ahrefs.\"><\/figure>\n\n\n\n<p>By prioritizing topics that score a \u201c2\u201d or \u201c3,\u201d we make sure that mentions of our product are natural.<\/p>\n\n\n\n<p><strong>Recommended viewing:<\/strong> <em><a href=\"https:\/\/app.ahrefs.com\/academy\/blogging-for-business\/lesson-4-5\">How to Prioritize Your List of Content Ideas<\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Create product-led content that&nbsp;ranks<\/h3>\n\n\n\n<p>With a list of high business potential topics to target, it\u2019s time to create product-led content that ranks on Google for those topics.<\/p>\n\n\n\n<p>The simplest way to get started is by following the steps in <a href=\"https:\/\/www.youtube.com\/watch?v=8BdZ0dUu7VQab_channel=Ahrefs\">this video<\/a>.<\/p>\n\n\n\n<p>Don\u2019t forget that your goal here is to create product-led content. So, wherever possible\u2014and as naturally as possible\u2014include mentions of your product within the content. Show your readers\u2014with screenshots, GIFs, and videos\u2014how to execute particular steps with the help of your product. Teach them explicitly how to solve problems using your product.<\/p>\n\n\n\n<p>Targeting high business potential topics makes creating product-led content easier, but naturally weaving your product into the narrative depends on your copywriting skills.<\/p>\n\n\n\n<p>Remember not to oversell either. If your product isn\u2019t a good fit for a particular point, don\u2019t force it. You want to be confident about what you\u2019re offering, but not to the point where you\u2019re bordering on&nbsp;lying.<\/p>\n\n\n\n<p>Finally, ranking your content on the first page of Google will require you to acquire links. Learn how to do that in this <a href=\"https:\/\/ahrefs.com\/seo\/link-building\" data-ahr=\"https:\/\/ahrefs.com\/blog\/link-building\/\">beginner\u2019s guide to link building<\/a> or watch <a href=\"https:\/\/www.youtube.com\/watch?v=C5ddo63kHHI&amp;ab_channel=Ahrefs\">this video<\/a>.<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> If you have existing content already targeting high business value topics, update or rewrite them to include your product.&nbsp;<\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Product-led content examples\" data-section=\"product-led-content-examples\">\n\n\n\n<h2 class=\"wp-block-heading\">Product-led content examples<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Looking for successful examples of how companies have used product-led content? Here are three to be inspired by.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Ahrefs<\/h3>\n\n\n\n<p>Alex Birkett, the co-founder of content marketing agency Omniscient Digital, <a href=\"https:\/\/www.alexbirkett.com\/product-led-content\/\">writes<\/a>:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>Ahrefs is the king of Product-Led Content. Actually, you know that whole Product-Led Growth trend that is buzzy right now? Where a bunch of marketing-first SaaS companies changed nothing about their strategy or go-to-market and suddenly called themselves \u201cProduct-Led?\u201d<\/p>\n\n\n\n<p>Well, Ahrefs truly is one of those rare creatures who I truly consider product-first, and not simply because they have employees who want to be thought leaders and ride an emerging wave.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Alex Birkett\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/alex-birkett.png\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Alex Birkett,<\/span> <span class=\"quote-author-job\">Co-founder <a href=\"https:\/\/beomniscient.com\/\" target=\"_blank\">Omniscient Digital<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>If you\u2019re wondering how we used content marketing to <a href=\"https:\/\/entrepreneurshandbook.co\/how-we-grew-our-8-figure-arr-by-65-two-years-straight-with-a-team-of-30-and-no-vc-8b28146b7960\">grow our SaaS company to an eight-figure ARR one<\/a>, then this very article is basically a start-to-finish guide on how we do product-led content.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Zapier<\/h3>\n\n\n\n<p>If we plug <a href=\"https:\/\/zapier.com\/blog\/\">Zapier\u2019s blog<\/a> into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a> and go to the <strong>Top pages <\/strong>report, we can see that the articles sending it the most traffic are \u201cbest [topic] apps\u201d-style blog&nbsp;posts:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-141546\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/7-zapier-top-pages.png\" alt=\"Pages sending the most traffic to Zapier, sorted by estimated monthly organic traffic in Ahrefs' Site Explorer.\" width=\"1736\" height=\"936\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/7-zapier-top-pages.png 1736w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/7-zapier-top-pages-680x367.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/7-zapier-top-pages-768x414.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/7-zapier-top-pages-1536x828.png 1536w\" sizes=\"auto, (max-width: 1736px) 100vw, 1736px\"><\/p>\n\n\n\n\n\n<p>Guess what? Zapier allows users to connect the different apps they use to automate workflow.<\/p>\n\n\n\n<p>So, if we click on one of these articles\u2014for example, the one on best to-do list apps\u2014we see that <a href=\"https:\/\/ahrefs.com\/blog\/zapier-seo-case-study\/#ranking-for-other-peoples-keywords\">Zapier has featured many to-do apps that it integrates with<\/a>. Not only that, it even shows the specific \u201czaps\u201d you can connect using the app it mentioned:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-141547\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/8-zapier-todoist-pitch.png\" alt=\"Example of product-led marketing from Zapier.\" width=\"1490\" height=\"974\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/8-zapier-todoist-pitch.png 1490w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/8-zapier-todoist-pitch-650x425.png 650w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/8-zapier-todoist-pitch-768x502.png 768w\" sizes=\"auto, (max-width: 1490px) 100vw, 1490px\"><\/p>\n\n\n\n\n\n<p>And this goes on for every other featured app on the&nbsp;list:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-141548\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/9-zapier-ticktick-pitch.png\" alt=\"Example of product-led marketing from Zapier.\" width=\"1458\" height=\"964\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/9-zapier-ticktick-pitch.png 1458w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/9-zapier-ticktick-pitch-643x425.png 643w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/9-zapier-ticktick-pitch-768x508.png 768w\" sizes=\"auto, (max-width: 1458px) 100vw, 1458px\"><\/p>\n\n\n\n\n\n<p>This is a perfect example of how you can naturally mention your product in the content you\u2019re creating.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Beardbrand<\/h3>\n\n\n\n<p>Is product-led content for SaaS companies only? I don\u2019t think so. Sure, SaaS companies typically have tons of features and use cases, making them easier to promote in content about a wide variety of topics. But B2C e-commerce companies can do product-led content too.<\/p>\n\n\n\n<p>Take Beardbrand, for example. Beardbrand sells beard products like beard oil. And if we plug <a href=\"https:\/\/www.beardbrand.com\/blogs\/urbanbeardsman\">Beardbrand\u2019s blog<\/a> into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a> and go to the <strong>Top pages <\/strong>report, we can see that its most-trafficked pages are beard-related (duh!):<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-141549\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/10-beardbrand-top-pages.png\" alt=\"Pages sending the most traffic to Beardbrand, sorted by estimated monthly organic traffic in Ahrefs' Site Explorer.\" width=\"1456\" height=\"930\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/10-beardbrand-top-pages.png 1456w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/10-beardbrand-top-pages-665x425.png 665w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/10-beardbrand-top-pages-260x166.png 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/10-beardbrand-top-pages-768x491.png 768w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/p>\n\n\n\n\n\n<p>Clicking through to its article on the best beard styles, we see that it has naturally and creatively mentioned its products wherever possible.<\/p>\n\n\n\n<p>For example, one of the beard styles is the \u201cscruffy beard.\u201d Rather than simply explaining what it is and moving on to the next point, Beardbrand expertly mentions how you might need a conditioning product (aka theirs) to relieve the&nbsp;itch:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-141550\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/11-beardbrand-product-pitch.png\" alt=\"Example of product-led marketing from Beardbrand.\" width=\"1416\" height=\"464\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/11-beardbrand-product-pitch.png 1416w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/11-beardbrand-product-pitch-680x223.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/11-beardbrand-product-pitch-768x252.png 768w\" sizes=\"auto, (max-width: 1416px) 100vw, 1416px\"><\/p>\n\n\n\n\n\n<p>The same goes for another beard style\u2014the Verdi\u2014where you might need a pair of beard trimming scissors (and Beardbrand mentions it has one&nbsp;too):<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-141551\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/12-beardbrand-product-pitch-1.png\" alt=\"Another example of product-led marketing from Beardbrand.\" width=\"1386\" height=\"470\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/12-beardbrand-product-pitch-1.png 1386w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/12-beardbrand-product-pitch-1-680x231.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/12-beardbrand-product-pitch-1-768x260.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/12-beardbrand-product-pitch-1-650x220.png 650w\" sizes=\"auto, (max-width: 1386px) 100vw, 1386px\"><\/p>\n\n\n\n\n\n<p>It\u2019s not a hard sell. It\u2019s done gently and naturally. Beardbrand simply mentions that it has the perfect product for the beard style you&nbsp;want.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Content marketing isn\u2019t just for branding. It can be a <a href=\"https:\/\/ahrefs.com\/blog\/customer-acquisition\/\">customer acquisition channel<\/a> too.<\/p>\n\n\n\n<p>Create product-led content that naturally promotes your product as the best-fit solution to the problems your customers are facing.<\/p>\n\n\n\n<p>Any questions or comments about product-led content? Let me know <a href=\"https:\/\/twitter.com\/siquanong\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The ReferralCandy blog was popular. We were publishing tons of content and getting significant traffic. But none of our content mentioned the product or any of the product\u2019s features. Looking back, I think it was possible\u2014at least in my opinion\u2014to<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":141472,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[73],"tags":[],"coauthors":[339],"class_list":["post-141470","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Product-Led Content: What It Is, Why Use It, and How to Get Started<\/title>\n<meta name=\"description\" content=\"Product-led content is content that helps the reader solve their problems using your product.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/product-led-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Product-Led Content: What It Is, Why Use It, and How to Get Started\" \/>\n<meta property=\"og:description\" content=\"Insert your product into your content narrative.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/product-led-content\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-05-03T15:27:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-08-15T08:44:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/fb_product_led_content.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Si Quan Ong\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Insert your product into your content narrative.\" \/>\n<meta name=\"twitter:creator\" content=\"@siquanong\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/product-led-content\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/product-led-content\\\/\"},\"author\":{\"name\":\"Si Quan Ong\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/e09e43a1a939a6723fb3c1ebd243f2e7\"},\"headline\":\"Product-Led Content: What It Is, Why Use It, and How to Get Started\",\"datePublished\":\"2022-05-03T15:27:49+00:00\",\"dateModified\":\"2022-08-15T08:44:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/product-led-content\\\/\"},\"wordCount\":2160,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/product-led-content\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2022\\\/05\\\/fb_product_led_content.png\",\"articleSection\":[\"Content Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/product-led-content\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/product-led-content\\\/\",\"name\":\"Product-Led Content: What It Is, Why Use It, and How to Get Started\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/product-led-content\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/product-led-content\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2022\\\/05\\\/fb_product_led_content.png\",\"datePublished\":\"2022-05-03T15:27:49+00:00\",\"dateModified\":\"2022-08-15T08:44:36+00:00\",\"description\":\"Product-led content is content that helps the reader solve their problems using your product.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ahrefs.com\\\/blog\\\/product-led-content\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/product-led-content\\\/#primaryimage\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2022\\\/05\\\/fb_product_led_content.png\",\"contentUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2022\\\/05\\\/fb_product_led_content.png\",\"width\":1200,\"height\":630},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/\",\"name\":\"SEO Blog by Ahrefs\",\"description\":\"Link Building Strategies &amp; SEO Tips\",\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\",\"name\":\"Ahrefs\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/ahrefs-logo.png\",\"contentUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/ahrefs-logo.png\",\"width\":2048,\"height\":768,\"caption\":\"Ahrefs\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/Ahrefs\\\/\",\"https:\\\/\\\/x.com\\\/ahrefs\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/ahrefs\\\/\",\"https:\\\/\\\/www.youtube.com\\\/c\\\/ahrefscom\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/e09e43a1a939a6723fb3c1ebd243f2e7\",\"name\":\"Si Quan Ong\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/08\\\/SiQuanOng_2x.jpga792b2ebf044ff0f390a6e1c76bf4a0e\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/08\\\/SiQuanOng_2x.jpg\",\"contentUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/08\\\/SiQuanOng_2x.jpg\",\"caption\":\"Si Quan Ong\"},\"description\":\"Content marketer @ Ahrefs. I've been in digital marketing for the past 6 years and have spoken at some of the industry\u2019s largest conferences in Asia (TIECon and Digital Marketing Skill Share.) I also write about my curiosities on my Substack.\",\"sameAs\":[\"https:\\\/\\\/www.siquanong.com\\\/\",\"si-quan-ong\",\"https:\\\/\\\/x.com\\\/siquanong\"],\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/author\\\/si-quan-ong\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Product-Led Content: What It Is, Why Use It, and How to Get Started","description":"Product-led content is content that helps the reader solve their problems using your product.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ahrefs.com\/blog\/product-led-content\/","og_locale":"en_US","og_type":"article","og_title":"Product-Led Content: What It Is, Why Use It, and How to Get Started","og_description":"Insert your product into your content narrative.","og_url":"https:\/\/ahrefs.com\/blog\/product-led-content\/","og_site_name":"SEO Blog by Ahrefs","article_publisher":"https:\/\/www.facebook.com\/Ahrefs\/","article_published_time":"2022-05-03T15:27:49+00:00","article_modified_time":"2022-08-15T08:44:36+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/fb_product_led_content.png","type":"image\/png"}],"author":"Si Quan Ong","twitter_card":"summary_large_image","twitter_description":"Insert your product into your content narrative.","twitter_creator":"@siquanong","twitter_site":"@ahrefs","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ahrefs.com\/blog\/product-led-content\/#article","isPartOf":{"@id":"https:\/\/ahrefs.com\/blog\/product-led-content\/"},"author":{"name":"Si Quan Ong","@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/e09e43a1a939a6723fb3c1ebd243f2e7"},"headline":"Product-Led Content: What It Is, Why Use It, and How to Get Started","datePublished":"2022-05-03T15:27:49+00:00","dateModified":"2022-08-15T08:44:36+00:00","mainEntityOfPage":{"@id":"https:\/\/ahrefs.com\/blog\/product-led-content\/"},"wordCount":2160,"publisher":{"@id":"https:\/\/ahrefs.com\/blog\/#organization"},"image":{"@id":"https:\/\/ahrefs.com\/blog\/product-led-content\/#primaryimage"},"thumbnailUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/fb_product_led_content.png","articleSection":["Content Marketing"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/ahrefs.com\/blog\/product-led-content\/","url":"https:\/\/ahrefs.com\/blog\/product-led-content\/","name":"Product-Led Content: What It Is, Why Use It, and How to Get Started","isPartOf":{"@id":"https:\/\/ahrefs.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ahrefs.com\/blog\/product-led-content\/#primaryimage"},"image":{"@id":"https:\/\/ahrefs.com\/blog\/product-led-content\/#primaryimage"},"thumbnailUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/fb_product_led_content.png","datePublished":"2022-05-03T15:27:49+00:00","dateModified":"2022-08-15T08:44:36+00:00","description":"Product-led content is content that helps the reader solve their problems using your product.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ahrefs.com\/blog\/product-led-content\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ahrefs.com\/blog\/product-led-content\/#primaryimage","url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/fb_product_led_content.png","contentUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/05\/fb_product_led_content.png","width":1200,"height":630},{"@type":"WebSite","@id":"https:\/\/ahrefs.com\/blog\/#website","url":"https:\/\/ahrefs.com\/blog\/","name":"SEO Blog by Ahrefs","description":"Link Building Strategies &amp; SEO Tips","publisher":{"@id":"https:\/\/ahrefs.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ahrefs.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/ahrefs.com\/blog\/#organization","name":"Ahrefs","url":"https:\/\/ahrefs.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/06\/ahrefs-logo.png","contentUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/06\/ahrefs-logo.png","width":2048,"height":768,"caption":"Ahrefs"},"image":{"@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/Ahrefs\/","https:\/\/x.com\/ahrefs","https:\/\/www.linkedin.com\/company\/ahrefs\/","https:\/\/www.youtube.com\/c\/ahrefscom"]},{"@type":"Person","@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/e09e43a1a939a6723fb3c1ebd243f2e7","name":"Si Quan Ong","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/SiQuanOng_2x.jpga792b2ebf044ff0f390a6e1c76bf4a0e","url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/SiQuanOng_2x.jpg","contentUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/SiQuanOng_2x.jpg","caption":"Si Quan Ong"},"description":"Content marketer @ Ahrefs. I've been in digital marketing for the past 6 years and have spoken at some of the industry\u2019s largest conferences in Asia (TIECon and Digital Marketing Skill Share.) I also write about my curiosities on my Substack.","sameAs":["https:\/\/www.siquanong.com\/","si-quan-ong","https:\/\/x.com\/siquanong"],"url":"https:\/\/ahrefs.com\/blog\/author\/si-quan-ong\/"}]}},"as_json":null,"json_reviewers":[114,164],"_links":{"self":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/posts\/141470","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/users\/146"}],"replies":[{"embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/comments?post=141470"}],"version-history":[{"count":0,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/posts\/141470\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/media\/141472"}],"wp:attachment":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/media?parent=141470"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/categories?post=141470"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/tags?post=141470"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/coauthors?post=141470"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}