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Lessons Learned from Scaling a Blog by Mind Map: Lessons Learned from
Scaling a Blog
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Lessons Learned from Scaling a Blog

Mind map based on John Collin's talk at the Growth Hack Talks 2015 in Dublin. #GHT15 @GrowthHackTalks

There is no silver bullet

John Collins Managing Editor, Intercom

@jaycee001

blog.intercom.io

Link to blog post

15% of blog readers go on to the product pages

Much higher spend, stay longer than other users

Intercom tracks complete user journey

Differentiate between people who start out on product site, then go to blog and then sign up vs. people who originate on the blog itself

Why?

Because blog educates about company philosophy

Few blogs by startups talk about non-product things, e.g. sales, ops, marketing etc.

Intercom does

Things that people are gonna want to read

Content marketing is slow return

Benefits visible after a year

Don't lose enthusiasm too early!

Compounding content marketing is evergreen content

= Content that doesn't refer to current events or product updates

Will still get hundreds of page views years later

Tips

Write about what you are an expert on

Be authentic in content marketing!

Nobody cares about YOU, stop trying to sell yourself

Be clear, tell the truth, be direct

Make big bold statements

Not every post has to be an epic

Don't put dates on articles!

Editorial values are the key of scaling

Carve out uninterrupted time for writing!

Ask yourself

What is your mission statement for content, what are your values?

Based on that you can decide what content you will produce