Does product marketing or marketing (marcomm) create content in your company (case studies, one-pagers, sales decks, whitepapers, etc.)?

It is different in different companies but you will most likely see the content divison as follows -  Product Marketing content: Product focused, long-form, strategic, longer shelf life, consumed by sales (in addition to customers), not all content PMMs do is technical or semi-technical but between content and product marketing, product marketing would be responsible for technical content. Examples: Sales collaterals, whitepapers, customer case studies (jointly with content team), ROI studies, p ...Read More

Core content especially early stages of market establishment - Brochure/At-a-glance, blogs, can all comes from product marketing. Though if you do a detailed messaging brief -- a content writer can also help out to create enough volume for demand gen. PMM's should ideally spend more time with sales in the early stages and even go out fo customers.  Later stage when you have enough knowledge, customer inputs, producing more heavier pieces - thought leadership also can come from PMM. Its a good wa ...Read More

I have worked with almost 5 companies in my 6+ years of career as a product marketer. I was the one who owned content and is responsible to gather data for case studies, define a template, write and publish them. Further work on to promote it to get leads. One thing that I have seen is that a case study doesn't convey a lot. So, I started converting the data into solution documents which are usually an ebook that conveys the entire story with a set of screenshots.  From the solution documents, w ...Read More

Yes, we do create case studies, check-lists, customer success stories. As marcomm teams, we talk to our existing & potential customers on a regular basis. Hence, understanding their pain points, speaking their language, and engaging with them becomes second nature to us. Also, as a start-up/bootstrapped company, division of responsibilities is not always possible. So it is a good opportunity for any product manager/marketer to be involved with the production of BOFU/consideration stage conte ...Read More