In B2B marketing, there’s an ongoing debate: Who controls the brand narrative—content marketing or product marketing?
Many companies struggle to define where content strategy ends and product positioning begins.
According to Ani Sapru, the answer isn’t about ownership—it’s about alignment.
"Product marketing and content marketing should be partners, not competitors. The best companies don’t separate them—they integrate them," Ani explains.
In this episode of Global Marketing Leaders, Ani breaks down why content and product teams need to collaborate, how to align messaging, and what happens when these functions don’t work together.
The Core Difference Between Product Marketing and Content Marketing
While product and content marketing share the goal of educating and persuading buyers, their approaches are different.
"Product marketing is about positioning the product. Content marketing is about educating the audience," Ani explains.
Product Marketing – Focuses on messaging, positioning, and go-to-market strategy.
Content Marketing – Focuses on thought leadership, demand generation, and brand awareness.
Ani emphasizes that while the two roles are distinct, they should never work in isolation.
"The best B2B companies understand that product marketing provides the ‘what’ and ‘why,’ while content marketing brings it to life," he says.
If content marketing works independently, messaging can feel disconnected from what the product actually does.
If product marketing dominates, content can feel too sales-driven and lack storytelling.
The Biggest Misalignment? Talking to the Wrong Audience
One of the most common mistakes in B2B marketing? Product and content teams focus on different personas, creating inconsistent messaging.
Product marketers often target decision-makers (CMOs, VPs, and procurement teams).
Content marketers often speak to practitioners (marketing managers, sales reps, or developers).
Ani explains why this misalignment creates confusion:
"If content marketing is talking to one audience and product marketing is talking to another, your overall message gets diluted."
For example:
Product marketing says: "This product streamlines enterprise workflows for CMOs."
Content marketing says: "Here’s how to make your daily work easier as a marketing manager."
"If these don’t connect, your messaging feels scattered. It should all ladder up to a unified narrative," Ani warns.
To fix this, companies must ensure product and content marketing teams align on audience strategy from the start.
Define shared buyer personas – Agree on who you’re speaking to and what matters to them.
Create messaging that speaks to multiple layers of the org – Make sure your content resonates with both decision-makers and end users.
Run joint strategy sessions – "When content and product teams plan together, the messaging is 10x stronger."
Why Product and Content Need a Shared Messaging Framework
One of the biggest challenges in B2B marketing? Keeping messaging consistent across channels.
Ani warns that without a shared framework, companies end up with:
Blog posts that don’t match the sales pitch.
Product pages that sound different from campaign messaging.
Sales teams using slides that contradict marketing materials.
"When marketing and sales say different things, buyers get confused. Confusion kills deals," Ani explains.
The fix? A unified messaging framework that both content and product teams use.
Core Positioning Statement – The single most important message about your product.
Key Pillars – The 3-5 biggest value propositions that every campaign aligns with.
Customer-Centric Storytelling – Use real-world examples to connect product benefits to audience needs.
Ani shares an example from Gem:
"We created a messaging framework that everyone—from content marketers to sales teams—used as a reference. It made our messaging way more cohesive across every channel."
When product and content marketers build messaging together, campaigns feel seamless across:
Blog content
Sales decks
Webinars
Ad campaigns
"The goal isn’t just consistency—it’s clarity. The clearer your message, the more effective your marketing," Ani says.
What Happens When Product and Content Don’t Align?
When product and content marketing teams work in silos, messaging starts to break down.
Ani shares some warning signs that misalignment is happening:
Content isn’t converting. If blog posts drive traffic but don’t lead to sign-ups, the messaging may not be tied to real product benefits.
Sales teams don’t use marketing assets. If reps aren’t sharing marketing materials, it’s a sign they don’t find them relevant.
Buyers say, ‘I don’t get what you do.’ If prospects are confused about your offering, your product messaging and content marketing aren’t reinforcing each other.
Ani’s solution? Get both teams in the same room—regularly.
Host bi-weekly content/product syncs – Keep messaging fresh and consistent.
Create shared content calendars – Align campaigns across teams.
Build product-led content – Tie thought leadership back to the product without making it feel too salesy.
"The best content doesn’t feel like marketing—it feels like education. But it still needs to connect back to what your company does," Ani explains.
Final Thoughts: Content and Product Marketing Should Be Partners
Ani’s biggest takeaways on aligning product and content marketing:
Product marketing owns positioning—content marketing amplifies it.
If product and content aren’t aligned, messaging will feel disjointed.
Creating a shared messaging framework ensures consistency across all channels.
His advice to marketing teams? Break down silos.
"If your product and content teams aren’t working together, your marketing is only half as effective as it could be."
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