Q3 2024: Use Case Hubs

[andyvan-ph]

Problem

Most of our current marketing focuses on specific products, this leads to several problems.

1. We don't communicate the numerous use cases of our products.
2. We don't communicate how you can use them together in service of those use cases.
3. We don't rank organically in Google for any of these uses cases.
4. We have nowhere to link to for paid campaigns and/or organic content about them.
5. It's hard to discover content about these uses cases, so we don't write about them.

Proposal

Create hub pages that cover uses cases. These would cover topics like:

• App analytics (mobile)
• LLM analytics / generative AI analytics
• Revenue analytics
• Churn analysis
• User research
• UX research
• Debugging (app / software)
• Customer analytics

These pages should:

1. Demonstrate the breadth of problems PostHog solves
2. Focus on how different PostHog products work together to solve them
3. Act as both marketing landing page and hub page for existing users looking to learn

Goals for Q3

• [ ] Create a core template for use case pages
• [ ] Ship hub pages for:
  • [ ] Mobile / app analytics
  • [ ] LLM analytics / Gen AI analytics
  • [ ] Revenue and churn analysis
  • [ ] User research

For individual pages, we'll need to:

• [ ] Map out existing content for those pages
• [ ] Identify important content gaps we need to fill
• [ ] Ship / update dashboard templates where needed

Stretch goal:

• [ ] Video intro / tutorial explain how to use PostHog for each use case

[andyvan-ph]

Tagging @Lior539 @ivanagas @charlescook-ph @joethreepwood @jtemperton @corywatilo @lottiecoxon for awareness / feedback. I'm going to try flesh out skeleton of one of these pages in the next week or two.

[Lior539]

I like the idea and direction of it. I definitely think this is something we need.

We should think carefully on which hubs to create, as some may conflict with our existing messaging and ICP. For example, as an engineer, if I see the hub for "UX research", I may think this is a product for UX researchers/designers and not engineers. Equally, as a UX researcher who comes across this hub organically via google, I'll be confused when I see messaging towards engineers in other parts of the website.

From your original list, I suggest we keep:

• App analytics (mobile)
• LLM analytics / generative AI analytics
• Churn analysis
• Debugging (app / software)

I suggest we remove:

• 🚫Revenue analytics
• 🚫User research
• 🚫UX research
• 🚫Customer analytics

I suggest we add (this is just off the top of my head, needs validating):

• ✚ Web app analytics
• ✚ B2B Saas
• ✚ Gaming
• ✚ B2C Saas

[andyvan-ph]

Agree on UX research – was very much a thing we could rather than should do. Kind of 50/50 on whether to do user research or debugging first, but we can come back to that. I think the latter will be more compelling once replay start shipping more error monitoring stuff.

Edit: Like those suggestions, too. We'll have a long list to pick from!

[andyvan-ph]

Very rough mock-up:

[lottiecoxon]

Just adding my brain ramble here just incase it's handy later on:

• adding in some kind of 'product- bundle' suggestions on case studies. AKA if X company uses sessions with experiments, it would show in the sidebar that this company uses these products together - with the option to 'see more' about this bundle/pairing. This would then show you on another page maybe all the resources related to this pairing. Allowing users to explore what else they can do if they add more onto their PostHog stack of products?

• we could take this further and be like 'I have this/these products atm, what can I do if I add more on?', like clicking certain icons will edit what resources you will be shown. Maybe linking them to pricing at the same time to be like it would only cost me X more to add this on.

[jtemperton]

Love the mock-up. Is/should video be a part of this? I.e. having a 'hero' video for each bundle page that introduces a concept, walks a user through some basics?