Let’s break this down. It’s the classic question everyone in tech and identity asks, and honestly, even the experts mix them up.
- Think of regular marketing as the big umbrella. It’s the high-level strategy—figuring out who needs your biometric authentication or NHI security tool, setting the price, and making sure people actually know your company exists.
- Content marketing is how you build trust before a sales rep ever picks up the phone. Instead of screaming “Buy my product!”, you write insightful white papers on identity theft or record a podcast explaining decentralized ID. It’s educational, valuable, and plays the long game.
- Then you have product marketing, which sits right at the intersection of product, sales, and regular marketing. This is where we figure out the exact messaging, position it against competitors, and build the sales decks.
If a tech company hired a wildebeest as a marketing consultant, the wildebeest would focus on the big-picture stampede (general marketing). They’d write a blog post about safe watering holes to build community trust (content marketing). But when a wombat walks in wanting to buy a specific burrow-security system, product marketing is what gives the sales team the exact feature list to close the deal.
Bredemarket 