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Good post on how content works over time. Essential idea is that growth of a blog is like compound interest. The deeper the content reservoir the more traffic you get, etc.

"Stepping back from just the top 10 posts, I looked at the entire blog. I found that 70% of HubSpot’s roughly 2 million views came from posts that were more than a month old. "

  • LS

    Logan Stoneman

    over 4 years ago #

    Great post here @morgan - my team (consisting of me) has been fighting this issue for the past 4-6 months, trying to make a decision on the route to take for our seed-round blog. definitely some good tips on the purpose and content of a startup's blog.

  • SV

    Sascha Pascal van Opzeeland

    over 4 years ago #

    Great post. I recognise the spike with the long tail for some of our posts and indeed those are the straightforward helpful ones. Straightforward articles that solve the same problem(s) as your product does are the most valuable marketing content, that's probably the most important point from this post.
    But I do think a blog does well in generating other type of content as well, for example giving insights about the team behind the product, etc. so that people can build up a more emotional connection with the company.

    • JA

      Jay Acunzo

      over 4 years ago #

      I actually agree with the premise that blogging about the company can improve emotional ties. Wistia does this well, for example. But I'd recommend waiting until after you have an audience that gives a damn, because mostly, nobody cares about us and our products before they feel attached already :)

  • JA

    Jay Acunzo

    over 4 years ago #

    Thanks all! Just discovered this was upvoted a bit and included in GH's email newsletter. Glad to answer anything else that comes out of this one.

  • TW

    TJ Wise

    over 4 years ago #

    Today is the day we needed to read this essay @morgan, thanks for the timely post. We are prelaunch and this is the topic of the day-to blog or not blog......or....door #3 to curate content onto our site using something like list.ly. Any opinions on curating over blogging original content?

    • TW

      TJ Wise

      over 4 years ago #

      @sean I found that baremetrics.com is curating and racked 1300 subscribers in just a day. That is just one reputable SaaS doing it, yet they are doing it on an outside url- founderscabin.io/issues/5. I am tinkering with ours www.ignitabl.com/blog. Certainly a much faster way to push content. Right now, my advise it that it's an efficient way to go while launch hacking yet plan on giving way to original content as soon as you have the bandwidth.

  • KK

    Külli Koort

    over 4 years ago #

    Great point, struggling with this for almost a year. Although it's not always the easiest to discover your customer's problems. Especially when the product doesn't solve only one specific problem and your target group is heterogeneous. How to encounter this challenge?

    • JA

      Jay Acunzo

      over 4 years ago #

      Finding and solving customer problems is THE reason a product should be built. Especially early on, there needs to be some level of focus with what you aim to solve -- solving many things and trying to communicate many things is to solve and communicate nothing. When I coach tech startups, I advise they either pick one thing and be very meaningful in that regard OR find a way to neatly summarize several things as 1 pain point (e.g. "we help marketers use data to make better decisions" is a product with potentially more surface area/problems it solves then saying "we help marketers measure email better and quicker" for instance)

      • KK

        Külli Koort

        over 4 years ago #

        Thanks for the feedback. I've chosen the second strategy, that's where I'm struggling. To neatly summarize, as you said. I guess during this summarization period, I manage to loose some info that makes the overall blog post not so in-depth and more vague. Finding a balance between being able to summarize the problem, but still keeping it highly relevant and on-point to the whole target group (also keeping in mind the different funnel stages they're in) is damn difficult, if I may say :)

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