There is a way to work towards better cooperation but right now I’m suggesting a practical solution: plug marketing into the product’s PRD/Backlog or more precisely – to the platform it’s managed on – whether a document or a digital tool.
The Product Requirements Document contains a lot of information marketers can use as raw material for content – strategy, tactics and operation. The backlog contains users’ stories, you can get a glimpse into what customers are asking for – in their language or close to it. You get to understand customers’ problems and how your company addresses them. This material makes for content that helps positioning, creates familiarity, and doesn’t need cliché fillers like “cutting edge” “state of the art” and the rest of the fluff.
Most important: you get to see the ongoing core story of your company in the making, in the now, as it lives, and that will radically influence your content and it’s performance – to the better.