Content Strategy
Content strategy should follow product structure
Three DNA dimensions determine the right content system
Competitive Positioning
Category creator, differentiator, niche specialist, or disruptor — each needs a different content focus
Shapes: depth and category framing
01
Product Complexity
Simple, fast-value products need lighter content. Complex products require deeper pre-sales material before evaluation becomes credible
Shapes: format weight and content length
02
Activation Pattern
Instant-value products can drive straight to trial. Team-dependent or integration-dependent activation means content must serve the champion long before self-serve conversion is realistic
Shapes: audience targeting and buying path
03