Tap into lessons from paid content creators
Why do some ideas get attention and others don’t? Let's dive into how to use what works in your day-to-day.
Let’s start with a simple truth: free content and ideas are abundant, especially in product management.
You’ve probably read hundreds of articles, signed up for newsletters, and joined webinars at no cost. Yet, you know there are moments when you willingly invest your time, attention, or money into certain content - or an idea.
Why?
It’s not just about product management. Across the broader creator economy - where influencers, YouTubers, and entrepreneurs vie for attention - there’s a pattern forming around what truly compels audiences.
Today, we’ll explore that pattern, connect it to the craft of product management, and uncover lessons that can help you influence stakeholders, launch successful features, and build lasting trust.
Why Content and Ideas Earn Investment
The creator economy is booming. It's valued at over $104 billion and predicted to double by 2027, fed by more than 207 million content creators worldwide.
The demand for engaging, high-impact content is unprecedented. Yet, not all content is created equal. Some remain free of curiosity, while others command actual dollars.
So, why do people pay? Because premium content often offers something distinct:
Personalization: It feels designed just for you.
Actionable Insights: It delivers clear steps to improve your situation.
Deeper Engagement: It fosters a sense of community and trust.
Audiences - customers or colleagues - crave relevance, clarity, and tangible value.
What Drives Genuine Attention
Let's go a step further. Consider your favorite content creators, especially those you are willing to pay to consume their content.
Many of us in the product space have our favorite, and upon closer inspection, you start to realize they offer:
Immediate Actionability
They provide solutions that instantly address pressing problems. Whether it’s a step-by-step guide or a product feature that relieves a known pain point, immediate utility commands attention and trust.
Contextualized, Specialized Value
Depending on the creator, you find tailored offerings that resonate more deeply. Creators often fill a void in a particular topic by focusing on a niche or specific audience segment. Sometimes, I feel like, in that moment, the creator is just writing directly to me and helping me figure out how to fix my problems.
Exclusive Access & Community
Membership-only betas, cohort-based courses, or private Slack channels foster a sense of belonging and trust. This exclusivity elevates engagement and encourages people to commit beyond casual interest.
Once we better understand why these approaches work, we should consider how we might apply what works for these creators and incorporate the approach into our daily lives.
Let's Put These Insights into Practice as a Product Person
We know success often hinges on meaningful engagement. When pitching product ideas, apply these same principles.
We should show stakeholders how the feature tackles their unique challenges in the following ways:
Focus on Real Pain Points…and Get Feedback
Since just 0.96% of creators achieve huge followings, quality beats quantity. Like successful creators who refine their content based on user feedback, use targeted data to identify a critical problem your product solves. This focused approach secures stakeholder buy-in without chasing unsustainable scale before you have even launched.
Embrace Specialization Before Scaling
Sixty-two percent of creators flourish by serving a niche first. Likewise, prove your product’s worth to a small, engaged segment of users, then expand to broader once you’ve established genuine value. This approach can come from something as simple as running pilots or A/B tests.
Leverage Multiple Formats
Over half of creators monetize through various channels, showing the power of versatility. Do the same with your pitch. Use demos, brief videos, case studies, or live Q&As. Different stakeholders respond to other formats, and variety increases your chances of winning support.
By aligning your product pitches with data-backed insights - focusing first on immediate impact, then specialization, and finally format diversity - you’ll drive authentic engagement and establish a stronger foundation for your product’s long-term success.
Final Thoughts
Paid content (or fully bought-in product ideas) succeed because they’re more than just a random collection of tips. They’re relevant, actionable, and transformative.
The lesson for product managers is clear: apply the creator economy’s best practices to your professional toolkit. Emphasize relevance. Demonstrate tangible benefits. Build community and trust.
When you do, you’ll find it easier to guide people toward embracing your ideas - whether a new software feature or a cutting-edge product ready to hit the market.
Let’s keep pushing for solutions that deserve attention and inspire people to take the next step - whatever that step may be.
Until next week,
