Content

Purpose and Scope

Content Marketing within the Product Marketing function supports demand generation and brand awareness through educational, organic, and inbound-driven activities.

By educating the market and articulating relevant problems, use cases, and value propositions, content contributes to:

• Increased awareness and understanding of the product
• Sustained inbound demand
• Pipeline support through lead and account engagement

Content Marketing covers all written, visual, and multimedia assets produced for external communication and oversees their distribution, repurposing, and commercialization across multiple formats, channels, and hosting platforms.

This includes, but is not limited to:

• Articles and blog posts
• Whitepapers, reports, guides and research-based assets
• Product explainers and technical narratives
• Scripts, videos, podcasts, and short-form media
• Partner-facing marketing materials
• Sales-ready assets

Content Strategy

The Content Strategy defines what content is produced, why, and how it supports the broader Product Marketing and Go-To-Market strategy.

It outlines:

• Core messaging and thematic focus
• Content pillars and priority topics
• Asset types and formats
• Collaboration needs with internal and external stakeholders

Content strategy definition and review, follows the following process:

• The Content Specialist prepares a first draft of the annual Content Strategy and shares it with the Global Marketing Director.
• The Global Marketing Director reviews the proposal and incorporates strategic inputs, priorities, budget considerations, and key recommendations into the overall yearly Marketing strategy.
• In Q1 the Content Specialist finalizes the Content Strategy accordingly, including updates to messaging, content pillars, and thematic focus areas.

Content pillars are reviewed in depth, with each pillar supported by a set of sub-topics (clusters).

For each cluster:

• Primary and secondary keywords are defined
• Existing content assets are mapped
• Missing assets are identified and included in the annual plan

The Content Plan operationalizes the Content Strategy.

Based on defined messaging, pillars, clusters, and keywords:

• Content assets are planned across the full year
• Unpublished or partially completed assets from previous years are reviewed, reused, updated, or retired as appropriate
• A quarterly content calendar is created, highlighting priority assets and milestones
• A balanced cadence of gated and ungated content is defined

The Content Plan and Calendar serve as the single point of reference for all content creation, editing, and publishing activities and are updated on an as-needed basis by the Content Specialist.

Content creation and editing represent the executional phase of the Content Strategy and Plan.

Assets may take the form of:

• Written content
• Video
• Audio
• Visual or mixed-media formats

Content generally follows an inbound approach, aiming to:

• Make the audience problem-aware and solution-aware
• Drive traffic toward owned channels
• Encourage engagement either directly or through gated access, supporting demand and lead generation

Published content assets are documented and shared through the Product Marketing SharePoint.

Content Orchestration and Quality

Content Orchestration and Quality ensure that published assets remain relevant, accurate, and aligned with current product capabilities, market positioning, and audience expectations.

This activity acts as a continuous quality guardrail, ensuring that outdated or underperforming content is either remediated or retired.

Throughout the year, the Content Specialist conducts structured content quality reviews that include:

• Auditing and adjusting themes and messaging, when necessary
• Evaluating content assets using a scoring framework
• Combining quantitative indicators (e.g. page views, SEO rankings, CTA clicks, form completions) with qualitative signals (e.g. engagement metrics, feedback, NPS where applicable).

Assets below the defined quality threshold (50%) are:

• Updated and improved, or
• Removed from active distribution

High-performing assets are candidates for repurposing and derivative content creation.

Market resonance and so-called “zero-click” derivatives are also reviewed in light of evolving product features and capabilities, with direct feedback into the Content Plan and Calendar.

Content distribution ensures that assets reach the appropriate audiences through a diversified set of channels:

1. Zero-click (External)

Derivative content designed to live directly on external platforms (e.g. social media), focusing on key narratives, insights, pain points, and ideas without requiring click-through.

2. Organic (External)

Content discovered through search and navigation, structured around content pillars, clusters, and keywords, and continuously optimized for search visibility.

3. Paid (External) Gated content distributed through paid campaigns on search engines and social platforms, with targeted audience selection and either on-platform access or website redirection.

4. CRM Database (Internal)

Content distributed to existing contacts and accounts via automated workflows and email campaigns, based on consumption history and intent signals, with the goal of advancing progression through the funnel.

5. External Platforms (External)

Selected downloadable assets published on third-party platforms to increase brand relevance, recognition, and authority.

6. Events (External)

Content used before, during, or after events, often tailored to attendee profiles and aligned with event themes or presentations.

7. Independent Market Research Reports (Internal/External)

Insights from analyst reports are leveraged to inform content strategy and, where applicable, distributed according to partnership or licensing agreements.

Content Research informs and continuously improves the Content Strategy and execution.

Insights are gathered from:

• Secondary market research
• CRM data and content consumption signals
• Customer Success feedback
• Demo and pre-sales interactions

These insights influence:

• Topic selection
• Asset formats
• Distribution strategies
• Prioritization within the content plan

Content consumption behavior also generates intent signals that can be leveraged by Product Marketing, creating a feedback loop that strengthens both the function effectiveness and cross-functional alignment.