All Hail Product Marketing

Product marketers deserve a lot more credit than they receive.

Their work inside the sales enablement process is crucial - conveying the what of a product, overviewing an industry, or going deep on a specific subject tied to the solution they own.

While product marketing has picked up more attention and respect lately, it's still one of the most underrated positions out there.

Here are real content writers - not copywriters. Both carry important content responsibilities, but product marketers go in daily and retell a story from different angles, viewpoints, and use cases, giving the rest of marketing the material to support every funnel stage: awareness, education, conversion, vendor selection, and more.

Their content isn't easy to create, whether short or long-form. It requires editing once, twice, and then some more...over and over again.

And after all that, we feed them more info, more details, more insights and signals gathered from users - and back they go to update that definitive, ultimate white paper, e-book, or checklist that marketers actually rely on to grow results.

So don't look at product marketers as just your product content writers. Give them more than a minute of your time, and you'd be surprised how much knowledge they hold - knowledge that could help you understand your own product better than you thought possible.

Heck, product marketing even helps me get my kids excited about pizza pita sticks :)