What is being created?
Guides
These include long-form educational guides such as Product Management 101, GA Glossary (A-Z), User Feedback 101, SaaS startup tips that position Hotjar as a thought leader in the CRO space.
(”They definitely know their shiz so the product must be great. Let me try it out”)
Case Studies
These are evidence-based, real-world impacts documented that build more trust. Since these have quantifiable insights (e.g. +20% Sales), it builds for higher trust.
(”Interesting! I want to see these results too! Let me sign up”)
Usable/actionable templates
This is an amazing way to demonstrate the sub-products in action. It does not tell you how to use Hotjar, but rather just how to use the core feature (e.g. how to conduct surveys: 30+ usable survey templates). Since it is already templatized on Hotjar, the easiest is to click on “see it in action” and start using Hotjar!
Blogs
- These are blogs related to product updates, UX, PX insights, CRO, etc. which rather than being educational (unlike guides) are more related to how the Hotjar team thinks and their take on these topics. This is built to increase their positioning around thought leadership and build on transparency- which ultimately lead to building trust.
Short-form and long-form videos
- These are videos on topics such as “how-to, help with integrations & filters, generic CRO-related knowledge banks etc.” for users who prefer quick videos instead of reading articles.
