Think of marketing, customer support, and educational content as a holistic superset. Apply the following principles…

- Brand and Content team provide self-serve guides for ALL content types (including customer support content). This ensures consistent tone, voice and vocabulary

- Have a clear and concise review process for brand and risk. Don't allow bottlenecking!

- Bias towards ungated content. Help non-users see how rich your product and support content is

- Ensure there's great consistency with text and image templates for each content type

- Treat customer support tickets as defects - when a ticket comes in, take a moment to update the docs and send the doc (rather than a bespoke answer) and summarize common feedback for the product team

- Disambiguate content types - not all content is the same. Make sure there's clear ownership of content types and clear, lightweight processes for development and sign-off.

- Make sure that support content is intelligently linked from within the product