How to be a Product-Driven Marketer w/ Camille Trent.
Dooly's head of marketing, Camille Trent, explains how marketers can be more product-driven, and how content and product marketers can collaborate effectively.
Head of Content Marketing, Dooly
Maeva CifuentesHost, Founder and CEO of Flying Cat
Maeva Cifuentes sits down with Camille Trent, Head of Content Marketing at Dooly, a workspace for revenue teams, to ask whether every content marketer should also think like a product marketer.
Camille defines product marketing as the strategic layer of marketing. It covers who you serve, the problem you solve, your positioning and your pricing. She borrows Emily Kramer’s analogy that product marketing and content are the fuel and growth marketing is the engine. Both product marketers and content marketers are storytellers, so they should work together on the story the company wants to tell.
She also explains how she passes subject matter expertise to freelance writers, why product marketing works best in house, and how a weekly sync with her product marketer shapes the content plan.
“Relying on your product marketer to be the only person that understands and talks to customers is a mistake.”Camille Trent, Head of Content Marketing at Dooly
What leaders can take from Camille
- 1Own the customer knowledge.Content marketers should interview customers and use the product themselves instead of waiting on product marketing.
- 2Tie every piece to a value prop.Each ad and article should connect to a value proposition the team agrees on.
- 3Give writers specific sources.Comments in the brief, a content matrix and named internal experts help freelancers write with real expertise.
- 4Keep product marketing in house.It sits close to the product, the customers and leadership, so it suits an early in-house hire.
- 5Sync weekly with product marketing.A standing meeting turns launches and sales research into content plays.
