Despite working in marketing for over a decade, I’m still puzzled by the idea of product marketing.

Whether your business offers a service (say, a cleaning company) or a commodity (like a toy manufacturer), you’re marketing a “product,” right?

Heck, in my recent job hunt, I interviewed for several product marketer jobs under the caveat that I hadn’t “done product marketing,” but I’d certainly marketed a product.

But the truth is those positions wouldn’t have worked out. Product marketing is a very specific branch of marketing that requires particular skills and has its own unique benefits.

[...]

read more