Marketing Unsought Products: A Content-First Strategy

Marketing a product that customers already want is relatively straightforward. When people know what they need, your job is to differentiate your brand and make the path to purchase clear. But what happens when the audience doesn’t even realize they need your product?

This is the central challenge of marketing unsought products—offerings that are unfamiliar, underappreciated, or associated with topics most people prefer to avoid. For professional technical writers and content strategists, these products present both a challenge and an opportunity: to inform, reframe, and build trust through clear, consistent, and customer-centered content.

In this guide, we’ll explore what unsought products are, why they’re difficult to market, and how technical communicators can use content strategy to make them more accessible and appealing.

What Are Unsought Products?

Unsought products are goods or services that consumers do not actively seek out—either because they are unaware of them, do not perceive a need, or associate them with negative or emotionally complex situations.

Examples of unsought products:

• Pre-planned funeral services or burial plots

• Life and disability insurance

• Fire extinguishers and smoke detectors

• Niche software products (e.g., “Sleep Lab as a Service” platforms)

• Technical reference guides or specialized documentation tools

• Legacy system maintenance platforms or cybersecurity compliance tools

Unlike convenience or specialty products, unsought products typically:

• Lack brand awareness or product category familiarity

• Require explanation before value is recognized

• May trigger discomfort or emotional resistance

• Are not associated with immediate gratification

The Core Challenge: Low Awareness and Low Desire

From a marketing standpoint, unsought products live in the shadows. Customers either don’t know they exist, misunderstand their benefits, or actively avoid thinking about them. This combination results in:

• Low purchase motivation

• High customer education needs

• Longer decision cycles

• Higher costs of acquisition

These challenges are particularly acute in B2B technical industries, where products may be essential—but not exciting. Think: legacy system audits, HIPAA compliance software, or data migration tools for outdated enterprise systems.

Why Content Marketing Is Ideal for Unsought Products

When traditional demand-generation tactics fall short, content marketing becomes your most powerful tool. Why? Because good content doesn’t just sell—it educates, reframes, and builds trust.

For technical writers and content marketers, content offers a medium to:

• Bridge knowledge gaps

• Humanize complex or uncomfortable products

• Reposition unsought products as proactive, valuable investments

Here’s how—and why—it works.

Benefits of Using Content to Market Unsought Products

Let's talk pros.

1. Content Is Educational by Design

Unsought products require explanation. Use blog posts, technical guides, and FAQs to address questions that audiences aren’t even asking—yet.

Tip for writers: Start with “why” and “what if” content. For example:

• Why proactive cybersecurity audits reduce downtime costs

• What happens if your business skips HIPAA compliance?

2. Content Builds Searchable Authority

People may not search for your product—but they will search for the problem it solves. Well-optimized content helps you meet them at that point of need.

Practical application: Build a content map around problem-aware keywords. Instead of targeting “incident response platform,” write to “how to respond to a data breach in healthcare.”

3. Content Enables Ethical Persuasion

Fear-based marketing is a common tactic for unsought goods—but it’s often manipulative and short-lived. Content allows you to present real risks with real solutions, earning trust rather than coercion.

Example: Instead of “Don’t leave your family unprotected,” write:
“How life insurance supports financial planning for modern families.”

Content Formats That Work Well for Unsought Products

Not all content is equally effective in this category. Focus on formats that allow space for explanation, empathy, and storytelling.

Long-Form Blog Posts

Use these for SEO, lead nurturing, and objection handling. Cover technical specifications, cost comparisons, or legal/regulatory implications in depth.

Case Studies

Real-world stories make unfamiliar products relatable. Highlight user challenges and outcomes—not just features.

Interactive Tools & Calculators

Empower users to explore the value of your product themselves. For example:

• Risk assessments

• ROI calculators

• Needs estimators

Video Explainations and Walkthroughs

Use visual storytelling to simplify complex products or remove emotional barriers. A short, non-salesy explainer video can do wonders.

Strategy Tips for Technical Writers

Content around unsought products can’t be treated like a typical feature release or product launch. It needs to be layered, intentional, and informed by user behavior and industry context.

Start With a Messaging Framework

Map key product objections, misconceptions, and questions. Build content that addresses each touchpoint of the buyer journey.

Collaborate Closely With Sales and Support

These teams hear the objections, confusion, and concerns firsthand. Use their insights to create content that answers real user needs.

Prioritize Evergreen Topics

Because unsought product cycles are long, focus on content that stays relevant. Think: compliance timelines, buyer’s guides, and need-based primers.

Layer Your Funnel

Use TOFU (top-of-funnel) content to build awareness, MOFU content to deepen understanding, and BOFU content to support decision-making.

Content Strategy for the Unsearchable

Marketing an unsought product is hard—but not hopeless. With a strong content strategy led by technical writers and content specialists, you can educate, reassure, and convert an audience that doesn’t know they need you yet.

For technical writers, this means moving beyond traditional product documentation and stepping into the strategic world of content marketing. Your ability to distill complexity into clarity isn’t just valuable for users—it’s essential for your brand’s growth.

Need help building a content strategy for a hard-to-sell product?
Our team of technical content strategists can help you build a scalable, ethical, and effective content engine—one blog post, tutorial, and explainer at a time.