If you have been watching the evolution of marketing over the last decade, you may have wondered at some point if conventional marketing is being edged out by content marketing.
While this is not exactly the case, the dynamics are certainly shifting. If you are a marketer, founder, or product manager, it is important to understand how these two disciplines are dancing around each other in today's landscape.
The Shift From Product-First to Value-First
Traditionally, product marketing was all about pushing the product- i.e., promoting its features, specifications, benefits, and competitive advantages. The tactics included sales decks and PPC ads, among others.
Product marketing still plays a valuable role in go-to marketing strategies, particularly around launches or when the goal is to increase conversions. However, over time, the audience preferences have changed.
Today's buyers, especially in the B2B and tech landscape, are not looking for a solution only. They are looking for insights, too. They want to trust you before they commit, and this is where content strategy can be helpful.
Content strategy focuses on educating, engaging, and guiding users before they are even in the market to buy. Blog posts, webinars, whitepapers, SEO-rich guides, and customer stories- all are designed to build brand authority and trust.
The rise of organic content has turned marketing into a long game, and you cannot win that game by just talking about the product features in front of an audience that wants more.
Content Marketing for Reprioritization
Content strategy is not replacing product marketing. It is, however, reshaping the order of operations. Where product marketing used to take center stage from the onset, content strategy is now laying the groundwork.
By the time a lead hits your sales team or browses your pricing page, they have most probably already consumed a chunk of your content. They have read your blog, seen your videos on YouTube or thought leadership on LinkedIn, and maybe even attended your webinar. This means they are pre-sold, and your content did most of the work in this regard.
It is not that product marketing has become obsolete. Rather, that truth is far from it. However, without a solid content strategy working alongside it, product marketing on its own may not be too effective. This is particularly true when your competitors are thriving and adding more conversions. So, if you want to use marketing to boost your online presence, content, and product marketing must work in tandem.
Content Builds Trust- Product Seals the Deal
Content strategy and product marketing cater to different stages of the customer journey.
- Top of the funnel- You are building awareness- answering questions, and solving issues and pain points. This is where content strategy thrives- using SEO content, explainer videos, and social posts to generate trust.
- Middle of the funnel- You are nurturing curiosity. This can be done via email sequences, product comparisons, or case studies. This is where content and product marketing begin to overlap.
- Bottom of the funnel- Now is the time to convert! Product marketing plays a valuable role here- clear messaging, targeted ads, demos, and sales enablement assets that show why your product is the solution for their issues or needs.
Hence, content can be the conversation starter, while product marketing serves to close the loop.
Integration of Content and Product Marketing
When your content strategy and product marketing work together, you get something stronger than either of these can offer alone.
For instance, let's say your blog post on a certain topic starts ranking. People land on your site, find value, and subscribe as well. Later, your product marketing emails them a case study on how other users have benefited from using your product or services. This is a smooth handoff and also what we can call a modern funnel.
Better still, content insights can help you refine your product messaging. If your audience keeps asking the same questions on your posts or blog, this is great. Your sales team should be well-versed in answering these questions, while your product sheet should address these concerns. This is where content strategy facilitates your product marketing in the most effective way.
Final Thoughts
So, is content strategy replacing product marketing? No- but it is certainly redefining its role. You cannot lead with “Buy Now” in a world where customers have a myriad of choices. However, you also cannot expect content alone to drive conversions.
The brands winning today are the ones that integrate content and product messaging into a single journey- meeting users where they are and guiding them toward a solution without pushing too hard.
So, the question you should be asking is not which strategy to use. It is to consider how well your strategies are working together.
