What role does content play in aligning product marketing and demand generation, and how do you ensure consistency across both functions?

I've seen Content:

1. Stand as its own team

2. Roll up under PMM, or

3. 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.

In my experience, content was part of the responsibilities of product marketing. However, in order for it to be successful, you need to have a good relationship with your demand gen/growth marketing teams. Some ways you can partner with your demand gen/growth team include:

• Content Mapping: If you haven't done so yet, sit down with the demand gen team and start mapping all of your content to the different personas and use cases. Look for gaps in the buyer's journey and then create content accordingly.

• Message Testing: Based on your personas and messaging, work with your demand gen team to create an ad or ABM strategy. As they run the campaigns, the feedback and metrics that they gather will guide your personas and messaging improvements

• Content Optimization: Work with the DG team to find opportunities to optimize content for SEO. They can suggest keywords to focus on or provide on-page SEO tips to help you maximize views.