8 types of content you need before launch
The software world loves MVPs (“minimally-viable products”). An MVP is a product with juuuust enough features to get early-adopters using and validating a business idea. MVPs are a great way to do the least amount of work to test whether the market really wants something to exist and whether they’re willing to pay for it.
As a software guy myself, I’d like to propose the functional equivalent for marketing. Before you launch a product or a feature, your "minimally viable product content" package should include no less than:
3 top-of-funnel articles ("ToFu")
2 middle-of-funnel articles ("MoFu")
1 bottom-of-funnel article ("BoFu")
1 video about the product/feature
Either a dedicated landing page or an update to the existing page
8 social media posts (2 per week) addressing user pain points related to the product/feature
1-3 sales enablement PDFs
3 emails that summarize the above
Of course, if you can do more, you should. But don't do less.
Want a PDF that goes even deeper? Let us know.
Without at least this much content in place, your prospects won't have the information they need to make a buying/conversion decision. For example, let's say you're releasing a new AI-capable interactive widget:
ToFu articles should be about the high-level reasons the feature exists. Why is it needed? What problems is the feature solving? What is wrong with the world if it doesn't exist?
MoFu articles should be about how your customers and/or employees are already using it to get meaningful results.
BoFu articles should respond to the skeptics or objections you might face, or provide a competitive analysis of your feature compared to something similar, or go into deep detail about how it works.
Your video should demonstrate how the feature actually works and make it look attractive, fun, and/or useful.
Get the point?
If you don't have that kind of content in place, you're just leaving your potential customers/users hanging. "Well, I heard the feature exists, but I don't know what it is and I don't know where to get more information."
And for Pete's sake, do NOT just use your technical documentation as the mechanism for announcing a feature. That is NOT where prospects want to learn about your product.
How to think about minimally viable product content (MVPC)
Having an MVPC is about doing the least amount of content work necessary to support your product or feature launch — but doing it well enough to cover the basics. Just as an MVP tests the market’s appetite for a product, an MVPC ensures your audience has everything they need to:
Understand what you’re offering
Connect it to their needs
Take the next step
Here’s how you should think about each type of content in your MVPC package:
ToFu content builds awareness: Answer the audience’s high-level questions (“Why does this exist? What problem does it solve?”) without diving deep.
MoFu content creates interest: You’ve piqued the audience’s interest and now you need to demonstrate how the feature works in real-world scenarios.
BoFu content drives decisions: This is where you address objections, highlight competitive advantages, and dive into technical specifics.
Videos should show, not tell: Do some sort of product/feature walkthrough or a demo to demonstrate usability and benefits in a way that words can’t. Keep it concise and make sure it feels human—not just a cold technical walkthrough.
Landing pages are your sales pitch: Create a clear, central place where potential customers can get everything they need, from a high-level pitch to the tech specs. Summarize value, offer benefits, and call people to action.
Social media builds anticipation and momentum: Offer snack-sized teasers that address pain points, highlight benefits, and point people toward deeper content. Engage with people and answer questions right away. Don’t delay 1-2 days.
Sales enablement PDFs arm your sales teams: Make these visually appealing, easy to skim, and tailor them for the people you’re trying to convert. Make these as numbers-driven as possible.
Email campaigns keep the buzz going: Tie everything together and walk people down the funnel. At the very least, send an intro email, an educational email, and a CTA email.
Make people care about your launch
Launching without an MVPC is like releasing a product to an empty room. Nobody’s paying attention and nobody will care. Worse, they might hear about it, look it up, and get none of what they need because you didn’t provide it. Or, maybe your competitor will be the one to tell them about your product—and why they’re better.
Don’t aim for perfection. Provide the right content at the right time, even if it’s not everything your prospects and customers need. Be there to answer questions, tell them how to reach you, and actually respond. Anything less and your product may never reach its potential.
Don’t waste your own time and money. Help your team succeed and make them proud to launch.
