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Content Strategy

4 claims2 moments2 on the cutting room floor
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Lenny's Written Position

There are five distinct content-driven growth strategies mapped on a 2x2 of SEO vs virality and user-generated vs editorially-generated content: UGSO, EGSO, DGSO, UGVO, and EGVO.

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Content marketing does not generate returns as quickly as other forms of marketing, but once you find a format that works you should double down on it rather than trying to do everything at once.

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SEO content is much easier to pursue than viral content because keyword research provides a straightforward source of topic ideas, while viral content depends on creativity.

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In HubSpot's early days, over 30% of customers came from demand generated by blog posts, and they think of competitors as other media outlets rather than other SaaS brands.

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Podcast Moments

Jason Feifer01:19:18
“Sometimes you are not the story, but you can be part of the story. Sometimes that means you could just be a writer. You might try to just pitch authoritative articles by you to different publications.”

How to get press for your product | Jason Feifer (editor in chief of Entrepreneur magazine) · Jason Feifer

Camille Ricketts00:00:00
“The way that you think about product market fit, you have to think about content market fit. What is it that they really need in their lives? What is it that they need to get promoted? What is it that they need to avoid failure? What causes them anxiety in the day-to-day of their lives or their work? And can you create some type of content product that is going to address this for them?”

How Notion leveraged community to build a $10B business | Camille Ricketts (Notion, First Round Capital) · Camille Ricketts

Cutting Room Floor

Guest insights on this topic that Lenny hasn't (yet) written about in his newsletters. Potential material for future posts.

Jason FeiferUnsynthesized
“Sometimes you are not the story, but you can be part of the story. Sometimes that means you could just be a writer. You might try to just pitch authoritative articles by you to different publications.”

How to get press for your product | Jason Feifer (editor in chief of Entrepreneur magazine) · Jason Feifer

Camille RickettsUnsynthesized
“The way that you think about product market fit, you have to think about content market fit. What is it that they really need in their lives? What is it that they need to get promoted? What is it that they need to avoid failure? What causes them anxiety in the day-to-day of their lives or their work? And can you create some type of content product that is going to address this for them?”

How Notion leveraged community to build a $10B business | Camille Ricketts (Notion, First Round Capital) · Camille Ricketts