Comments on: Product Managers as Writers – Is Content the Newest Must-Have Product Feature? http://www.b2bproductmakers.com/2009/11/product-managers-as-writers-%e2%80%93-is-content-the-newest-must-have-product-feature/ Turning Ideas into Products Sun, 04 Jul 2010 16:38:15 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: David Radzialowski http://www.b2bproductmakers.com/2009/11/product-managers-as-writers-%e2%80%93-is-content-the-newest-must-have-product-feature/comment-page-1/#comment-102 David Radzialowski Thu, 03 Dec 2009 23:57:26 +0000 http://www.b2bproductmakers.com/?p=388#comment-102 Saeed - Actually, I couldn't agree more. I don't necessarily think that PM's need to write all of the content themselves, just like they don't code all of the features into their product themselves. However, I do think that they need to manage the construction and distribution of the content. They need to ensure that enough content is getting generated, it is of high quality and it is relevant. They need to ensure that it is delivered to the customer via the proper channel. They also need to develop ways of tracking the usage and value of the content - just as they would with a new product feature. I fully recommend outsourcing the content writing. As I learned from writing this blog - producing quality content regularly is quite difficult. Thanks for the comment! Dave Saeed -

Actually, I couldn’t agree more. I don’t necessarily think that PM’s need to write all of the content themselves, just like they don’t code all of the features into their product themselves. However, I do think that they need to manage the construction and distribution of the content. They need to ensure that enough content is getting generated, it is of high quality and it is relevant. They need to ensure that it is delivered to the customer via the proper channel. They also need to develop ways of tracking the usage and value of the content – just as they would with a new product feature.

I fully recommend outsourcing the content writing. As I learned from writing this blog – producing quality content regularly is quite difficult.

Thanks for the comment!

Dave

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]]> By: Saeed Khan http://www.b2bproductmakers.com/2009/11/product-managers-as-writers-%e2%80%93-is-content-the-newest-must-have-product-feature/comment-page-1/#comment-101 Saeed Khan Thu, 03 Dec 2009 00:00:31 +0000 http://www.b2bproductmakers.com/?p=388#comment-101 I agree with the premise, but only to a point. Product Management doesn't have to write everything. There are ways to take the knowledge and insight that Product Management has and work with Marketing or other teams to create content targeted at the right parties with the right content/messages etc. There may be cases where ProdMgmt writes the initial drafts or creates the majority of the content for external consumption. But this is not scalable if ProdMgmt is required to create regular streams of outbound content, unless headcount is added to the team. Saeed I agree with the premise, but only to a point. Product Management doesn’t have to write everything. There are ways to take the knowledge and insight that Product Management has and work with Marketing or other teams to create content targeted at the right parties with the right content/messages etc.

There may be cases where ProdMgmt writes the initial drafts or creates the majority of the content for external consumption. But this is not scalable if ProdMgmt is required to create regular streams of outbound content, unless headcount is added to the team.

Saeed

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]]> By: David Radzialowski http://www.b2bproductmakers.com/2009/11/product-managers-as-writers-%e2%80%93-is-content-the-newest-must-have-product-feature/comment-page-1/#comment-93 David Radzialowski Wed, 25 Nov 2009 01:35:06 +0000 http://www.b2bproductmakers.com/?p=388#comment-93 kk - Thanks for the comment. I personally believe that content generation should happen at all points in the Product lifecycle, so if you decide to utilize writers or a content generation company, I would bring them in as you are beginning inception of a new product and keep them involved until the product reaches the "Cash Cow" stage - where you are only spending enough to keep it going and milking it for all its worth. In fact, the more content you publish (and the earlier you publish it) about a market segment you are going to enter with a new product, the easier it may be for you to launch the product once its ready AND the easier it may be for you to determine if the market is ready for the product. The market's reaction to the content will give you an honest gauge as to their interest and their readiness in your proposed product. kk – Thanks for the comment. I personally believe that content generation should happen at all points in the Product lifecycle, so if you decide to utilize writers or a content generation company, I would bring them in as you are beginning inception of a new product and keep them involved until the product reaches the “Cash Cow” stage – where you are only spending enough to keep it going and milking it for all its worth. In fact, the more content you publish (and the earlier you publish it) about a market segment you are going to enter with a new product, the easier it may be for you to launch the product once its ready AND the easier it may be for you to determine if the market is ready for the product. The market’s reaction to the content will give you an honest gauge as to their interest and their readiness in your proposed product.

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]]> By: kk http://www.b2bproductmakers.com/2009/11/product-managers-as-writers-%e2%80%93-is-content-the-newest-must-have-product-feature/comment-page-1/#comment-91 kk Mon, 23 Nov 2009 21:29:33 +0000 http://www.b2bproductmakers.com/?p=388#comment-91 Great thoughts. I have read this book and have found it really helpful. When is it appropriate to bring in the writers to aid the product managers? After the solution is resolved? Before the discussion happens for more ideas to bring to the client? Great thoughts. I have read this book and have found it really helpful. When is it appropriate to bring in the writers to aid the product managers? After the solution is resolved? Before the discussion happens for more ideas to bring to the client?

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