#general
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Hey Janessa! What is your process for collaborating with your product and R&D teams to create content that will be valuable for the engineering community? Our product is also highly technical data product and my team cannot write great content without their input. The problem, like all data teams, they're strapped on time. Turnaround for some content initiatives can get drawn out. (Side note: Not sure if you're in Philly, but I know dbt is headquartered there. Myself and a couple others on our US team are here as well if you're ever open to connecting 🙂)
I think a lot about balance in how I'm putting the team together. Particularly, the ratio of technical marketers (and by that I specifically mean marketers able to use our product) and non-technical marketers (again, they are still technically proficient, just not dbt users).
We can't have a marketing team of all dbt users -- it's just not a viable recruiting strategy BUT we need to that skillset.
So for example, our head of acquisition was previously doing consulting work -- using dbt to help small marketing teams make better decisions with data. Again, no way I can build a recruiting strategy around this! But it is invaluable to have a content leader who is also a product user. He is uniquely able to speak the language of our users and bridge the gap to internal resources and connect this all back to SEO goals 😅
We think about this on all marketing groups:
• What is our ratio of technical PMMs (people who really know the product) to generalist PMMs (people who really know product marketing)?
• Do our event managers need to know the product? (A: no, but they need partners with dedicated time to help shape content)
I realize this is probably one level higher of an answer than what you're looking for, but it's what I'm able to give 😄 This stuff is hard! It's why I often feel frustrated by the volumes of content marketing advice written by marketers marketing to marketers -- the advice doesn't work when you're writing for an audience that is a different persona than you the writer!
This was an awesome perspective! Thank you