What role does content play in aligning product marketing and demand generation, and how do you ensure consistency across both functions?
1 Answer
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 website, consider to org Content under Demand Gen, where the goal is then to scale leads and SEO, and figure how to turn those into paid users and/or sales meetings.
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