Intro to Content Marketing
Content marketing is a strategic approach to creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
A content strategy is a plan for creating and distributing content that aligns with business goals, target audience needs, and brand identity.
- The Three Dimensions of Content Marketing Strategy for Startups
Tomasz provides a great intro to content marketing strategy by providing a framework with 3 dimensions: Customer Segments Customer Lifecycle Content Types
- The Compounding Returns of Content Marketing
Tomasz explains how to think about a content strategy that separates evergreen posts (those that confer timeless advice) versus temporal posts (those that comment on recent events).
Content quality is essential for content marketing success. Quality content is engaging, informative, well-written, and visually appealing.
Content metrics measure the effectiveness of content marketing efforts. Metrics include traffic, engagement, conversions, and ROI.
Content Marketing Processes
Content marketing processes involve planning, creating, publishing, promoting, and measuring content. Effective processes require collaboration, resource allocation, and continuous improvement.
- GitLab's Content Marketing Process
In their internal company handbook, GitLab covers content team responsibilities, how to request content and copy reviews, how content is produced, and how content strategy is set.
Advanced: Content Loops in B2C Products
Content loops are a strategy for increasing customer engagement and loyalty in B2C products. Loops involve creating content that encourages customers to return and engage with the product repeatedly.
- Pinterest and Grubhub’s Growth Lead on Building Content Loops
Casey Winters, a scaling and growth advisor, has suggested that startups explore an overlooked growth approach: building a content loop. Winters said that content loops pay dividends, and cited his own success as the growth marketing functions leader at Grubhub and Pinterest. At Grubhub, Winters' content and SEO strategy helped turn the online food ordering site into a $10bn public company with three million users and 1,000 employees. At Pinterest, he introduced a content loop and scaled SEO strategy that led to over 200 million users and a $12bn valuation. Winters outlined the five-step process he followed and shared three more advanced strategies for early-stage startups looking to build a plan for steep and sustainable growth.