What role does content play in aligning product marketing and demand generation, and how do you ensure consistency across both functions?

Content is where misalignment gets visible to the people who actually matter: buyers. If PMM is saying one thing in the pitch deck and demand gen is running ads with a different angle, buyers pick up on the disconnect. That's not a brand problem. It's a trust problem, and it shows up at exactly the moments in the funnel where you need buyers to feel confident enough to take a next step. The mechanism that works is a message architecture both teams actually operate from. Not a style guide, not a ...Read More

Don't create content for content's sake. Content is for closing gaps in your customer journey where your message isn't being communicated effectively. Begin with a narrative that addresses a broad business problem, which appeals to all target personas. Tailor this narrative for specific audiences and partner with Demand Gen and Content Marketing teams to deliver it in the appropriate format across multiple channels.  Once you’ve nailed down the narrative, it’s time for Product Marketing and Cont ...Read More

I've seen Content: Stand as its own team Roll up under PMM, or Roll up under Demand Gen. But I've never seen either PMM or Demand gen report into Content. Which goes to say, I don't think content aligns PMM or DG. It's the other way around.When Content's OKR/KPI is traffic and leads, my preference is to org Content under PMM in order to solve for messaging accuracy and content quality, establish basic SEO first. Once that is nailed, where traffic isn't falling off a cliff upon landing on the web ...Read More

In my experience, content was part of the responsibilities of product marketing. However, in order for it to be successful, you need to have a good relationship with your demand gen/growth marketing teams. Some ways you can partner with your demand gen/growth team include: Content Mapping: If you haven't done so yet, sit down with the demand gen team and start mapping all of your content to the different personas and use cases. Look for gaps in the buyer's journey and then create content accordi ...Read More