There’s a big difference between solution messaging and product messaging. However, a lot of solution content falls short of its intended goal – not really manifesting into anything other than product content.
Let’s examine the difference. Product content is about the offering – what it does, how it’s built, what it delivers, and how good the product is compared to the competition.
In contrast, best-in-class solution content evolves from a specific business issue or opportunity. Solution messaging articulates how an organization’s capabilities will help solve a problem or enable the customer to capitalize on an opportunity.
Ultimately, solution content is also more topical, mapping to a business challenge, dynamics occurring in an industry and/or regulatory trends – in other words, information that will resonate with the target audience’s current needs.
Good solution content might not even mention a product. It’s more focused on engaging the audience in a conversation, at least at first. Here are the common attributes of best-in-class solution content: