Customer Education is the New Marketing Strategy

I do not have scientific evidence to support this claim, but I argue that customer education teams at fast-growing SaaS companies produce as much, or more, content than any other team. And this is saying a lot when you consider that content is usually produced by marketing, communications, product, and sales enablement teams. Not only does customer education produce a large volume of content, the content it creates is likely to be the most useful for buyers of your product compared to other content your company produces. 

Think about what effective training content is: content that explains how a product works in the context of a customer's work, focuses on essential use cases, and admits flaws and helps customers with work arounds so customers can get the most out of the content. Content from marketing and product is overly positive, hides flaws, and is two or three steps removed from being useful enough for someone to understand how it will impact their work or to understand why they should purchase the product.