Content Marketing vs Product Marketing
We previously explored the differences between Brand Marketing and Content Marketing. In this article, we will take a look at the differences between Content Marketing and Product Marketing.
Product Marketing
Product marketing focuses on bringing a product to market and driving usage. A product marketing team will first establish product-market fit, and determine the ideal customer profile (ICP) for the company’s product. A successful product-market fit generally involves solving a pain point for a specific target audience.
Product marketing teams can find and solve pain points by conducting use case reviews and developing case studies with existing customers. Analyzing the usage and success rate of current product features can help a product marketing team to improve their existing product and develop new features and new products to attract new customers.
Product marketing teams go past the product launch, working closely with customer service and sales teams, to help them better understand the product, and develop a product marketing strategy that is comprehensive and aligned to a product’s competitive attributes and target audience value.
Product marketing teams will also focus on avoiding churn, by staying current with customer needs and continually providing engagement along the customer journey. Building on product loyalty and trust is a key part of a product marketing team’s goals.
Content Marketing
Content marketing teams develop a content marketing strategy that encompasses all the messaging that other marketing teams will use to support a company product. The content marketing team will make sure marketing efforts for brand awareness are supported and expanded across marketing channels like social media, podcasts, webinars, websites, and blogs.
The content marketing team will help the product marketing team stay in touch with target customers through email marketing campaigns. They will work with the brand marketing and product marketing teams to analyze search engine optimization for various types of content, and make sure product positioning aligns with the right buyer persona.
A successful content marketing team develops engaging content with high value propositions. They will facilitate sales enablement by providing messaging for potential customers starting from the top of the funnel, and continue past the closed-won stage to communicate post-close usage value through product promotion and education.
Read more about what it means to be a Content Marketer.
