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Engineering Content at a
Growth Startup
John Doherty
Founder, GetCredo.com
You’re trying to hit escape velocity
You can’t do this with a
blog.
Don’t have a blog (unless
you love to write).
But you ...
You’re a founder not a marketer
You likely don’t have a pre-built audience for your startup. Most
founders don’t.You know ...
TechnologistAs A Marketer (TAAM)
Increasingly, startup marketing is about
tying together your different systems to
make th...
What stories can you tell?
Every industry has
interesting stories to
tell. Start with keyword
research to identify
questio...
What stories can you tell?
It also doesn’t have to
look pretty at first, though
that never hurts.
This piece took two week...
It doesn’t have to take a lot of time.
My PR manager and I
launched this in 3 hours
the day House of Cards
Season 3 came o...
Start Small,Then Scale
Zillow’s housing reports
started with just their
top metros. Now they
do them automatically
every m...
Automate It
Baremetrics is analytics
for Stripe.They realized
that Buffer wanted to
make their metrics
public, so they let...
(Semi)AutomateThe Marketing
New Data Each
Month
Send
automatically to
email list (via
Mandrill/SendGrid
/email provider of...
Thanks.
John Doherty
Founder, GetCredo.com
Marketer, husband, outdoorsman,
Labrador owner.
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Engineering Content at a Growth Startup - This Week in Startups

In this presentation for This Week in Startups, I tell startups to not have a blog but rather to focus on bigger pieces of content that they can engineer to repeatedly drive results.

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Engineering Content at a Growth Startup - This Week in Startups

  1. 1. Engineering Content at a Growth Startup John Doherty Founder, GetCredo.com
  2. 2. You’re trying to hit escape velocity You can’t do this with a blog. Don’t have a blog (unless you love to write). But you can engineer your way to scalable content success as long as you find the right story.
  3. 3. You’re a founder not a marketer You likely don’t have a pre-built audience for your startup. Most founders don’t.You know how to code or how to do sales, but you’re not a writer. And that’s ok. You probably hear marketers talking all the time about “content marketing”, but you’re not a writer.You’re technical. It’s time to be a marketing technologist.
  4. 4. TechnologistAs A Marketer (TAAM) Increasingly, startup marketing is about tying together your different systems to make them work together. You can tie together your data aggregation, publishing, and (some) promotion to work for you automatically. But you must tell a story to make it work. Ask what your audience doesn’t know Data collection Data analysis Answer questions for your audience Scalable marketing (email, SEO, social) Adjust as needed Automate Start here
  5. 5. What stories can you tell? Every industry has interesting stories to tell. Start with keyword research to identify questions asked. Pro tip: you don’t have to use your own data either.
  6. 6. What stories can you tell? It also doesn’t have to look pretty at first, though that never hurts. This piece took two weeks of work (one data scientist and received 12 sites linking to it. It was built inTableau, Excel, and published on our own CMS. Outreach via email marketing and PR.
  7. 7. It doesn’t have to take a lot of time. My PR manager and I launched this in 3 hours the day House of Cards Season 3 came out. Did some outreach and got these links.
  8. 8. Start Small,Then Scale Zillow’s housing reports started with just their top metros. Now they do them automatically every month for pretty much every major market. HungryHouse in the UK is a startup doing a version of this, though they could take it further and do it by year to make it pop more.
  9. 9. Automate It Baremetrics is analytics for Stripe.They realized that Buffer wanted to make their metrics public, so they let companies start showing them publicly. This is totally automated and has a bunch of links to it.
  10. 10. (Semi)AutomateThe Marketing New Data Each Month Send automatically to email list (via Mandrill/SendGrid /email provider of choice) Outreach via PR and bloggers Track social metrics via BuzzSumo Adjust as needed You can semi-automate your marketing by building email lists that get emailed via SendGrid/Mandrill when data updates (Glassdoor does this), automatically sharing on social media a few times (via Buffer or MeetEdgar), automatically put emails gathered in FB Custom Audiences, and so much more.
  11. 11. Thanks. John Doherty Founder, GetCredo.com Marketer, husband, outdoorsman, Labrador owner.

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