I was looking for a challenge, but I didn’t know which direction I was heading.

Not until a marketing director suggested I apply my skills to a role in product marketing.

So, I transitioned from Head of Content Marketing to a Product Marketing Manager role and have since worked across the tech sector—from FinTech to design tech to EdTech.

Now, as Director of Product Marketing at Ocelot, I’ve had the chance to reflect on my journey and the lessons I’ve learned.

I’d like to share some of those with you today.

The transition from content to product marketing

Let’s go back to the beginning.

Honestly, I was comfortable as Head of Content Marketing. I worked well with my team and enjoyed leading them.

But I started to feel like I’d hit a ceiling. That’s when my marketing director suggested I consider product marketing.

At first, I was reluctant. I enjoyed my role and didn’t see a clear path forward. But my director pointed out skills I already had—like simplifying complex ideas, storytelling, and understanding personas—and showed how they applied to product marketing.

Even so, it took me two months to decide. You have to understand: Six or seven years ago, product marketing wasn’t as established as it is today. I didn’t know many product marketers and had to dig into LinkedIn and reach out to people for advice.

The feedback I got was consistent: “If you’re going to make the leap, now’s the time.” So, I took it.

It wasn’t a step up or down but rather a lateral move into a new specialization, and it turned out to be one of the best decisions of my career.

Transferable skills that made the career shift easier

I quickly realized there’s a significant overlap between content and product marketing. Content marketers can make great product marketers because both roles rely on storytelling, crafting effective messaging, and deeply understanding customer pain points and their needs.

However, I also realized there were areas where I needed to grow. Customer and competitive intelligence, for example, weren’t as central to my previous role, but they’re foundational in product marketing.

I completed the Product Marketing Alliance (PMA) core course to address these gaps. It not only validated what I was already doing but also introduced me to new frameworks and techniques.

One of the best parts was involving my team in the learning process. We’d complete sections of the course, discuss them together, and apply the insights to our work. It was a collaborative way to grow, making the transition smoother for all of us.

Adjusting to the new role

I’ll be honest: the move from content to product marketing wasn’t completely intuitive.

At first, I missed having a team. As Head of Content Marketing, I had four direct reports and thrived on mentoring and collaboration. Transitioning into product marketing meant working more independently, which took some getting used to.

One of the challenges I faced was the solitary nature of the role.

In many organizations, product marketing can feel like a lonely department. You’re often the only one focused on certain strategic aspects, which means you don’t have the same level of internal support.

To counter this, I turned to the PMA Slack community. It’s a growing network of product marketers worldwide, and it has become my go-to place for brainstorming, sharing expertise, and learning from others.

The openness of the product marketing community is incredible. I’ve had conversations with peers in Canada, the U.S., Australia, and beyond.

It’s reassuring to know that even if you’re the only product marketer in your company, you’re never really alone.

The move into EdTech

After gaining experience in FinTech, design tech, and data tech, I moved to EdTech.

Honestly, part of the decision came down to timing. I had worked closely with a CMO, and we had a strong professional understanding of each other. She knew what I could deliver as a Product Marketer, and I understood her expectations, having worked under her leadership for about two years.

We’d been having ongoing conversations about Product Marketing frameworks and how to implement a GTM strategy at her organization. Those discussions eventually led to her inviting me to join her team to bring the vision we’d been shaping to life.

But what really drew me in was the mission. EdTech is about improving access to education and supporting students, and that social impact resonated with me.

Plus, I was intrigued by how AI was being used responsibly in higher education. It became clear early on that this was about making a real difference for students and higher-ed institutions, and that opportunity drew me in.

AI and higher education

Students today have different expectations than they did 10 or 20 years ago. They live in a world of instant gratification, where they can stream movies a month after their release or get answers at the tap of a screen.

Higher education needs to keep up with that. AI-powered communication channels can help by providing 24/7 support, whether it’s answering financial aid questions, managing enrolment queries, or sending fee reminders.

However, there’s skepticism—especially from educators. Many worry that AI might replace critical thinking or reduce human interaction. To address this, my team and I focus on “human-centered AI.”

It’s about using AI as a support mechanism, not a replacement. For example, AI can handle repetitive questions, freeing up advisors to work on complex, meaningful interactions with students.

Overcoming misconceptions about AI

When people fear AI, it’s often because they don’t understand it.

My role as a product marketer is to demystify the technology. Early on, I learned about the specific type of AI we use at Ocelot and how it fits into the higher education ecosystem.

Our messaging emphasizes that our AI operates with human oversight and is informed by millions of real student interactions.

It’s not scraping random data from the web but working within controlled, accurate parameters.

We call it “responsible AI,” and that transparency has helped build trust with our audience.

From skeptic to advocate

Look, I wasn’t always a believer in AI.

A couple of years ago, when budget constraints prevented me from hiring replacements for my team, a VP I reported to, suggested I use AI to support my work. My immediate reaction was resistance. I thought, “AI can’t possibly replace what we do as product marketers.”

“It’s kind of like Tony Stark climbing into the Iron Man suit. He is still Tony Stark, but the Iron Man suit allows him to have these amazing powers that amplify what he can already do.” – Bart Caylor, co-host of The Higher Ed Marketer podcast

But over time, I realized AI wasn’t about replacing people but about complementing their work.

I started developing processes where AI could handle repetitive tasks, allowing me to focus on strategic priorities. Looking back, it’s been transformative.

AI now supports me as a solo product marketer, and I can’t imagine working without it.

So, what’s next for AI in product marketing?

Fifteen years ago, cloud computing was a differentiator. Today, it’s a given. I believe AI is on a similar trajectory. In 10 to 15 years, it won’t be the main selling point—it will just be part of how we operate, and SaaS solutions are built.

For product marketers, the real differentiators will come down to how we use AI to enhance the customer experience and deliver value. The tools will change, but the fundamentals—understanding your audience, crafting compelling messages, and solving real problems—will always matter.

Some final thoughts

My journey from content marketing to product marketing in EdTech has been challenging and rewarding.

It’s taught me the value of transferable skills, the power of community, and the importance of embracing change. I’ve found that success lies in staying curious, collaborative, and adaptable.

If you’re considering a leap into product marketing, my advice is simple: take the leap. Reach out to the community, invest in learning, and don’t hesitate to step into a new specialization. And if you ever want to chat, my door is always open—just be prepared for what a friend and former colleague fondly calls my "dulcet northern tones."

The opportunities for growth and impact are immense if you open yourself up to them. After all, the biggest leaps often lead to the most rewarding journeys—if you're brave enough to take the first step.

Want to dive deeper into AI in competitive intelligence? Our playbook has the answers to your questions, including: how to start using AI properly? How to optimize prompts the right way? And which tasks is AI best suited for?

My leap from content to product marketing: Lessons learned along the way

Nizam Yusuf