An Inside Look at Drift's Content Marketing Strategy
The Simple Way To Produce 10x Better Content
Over the last month I’ve spent countless hours studying the content strategy that helped Drift build one of the most successful B2B brands in the technology industry. I’ve looked at more than 30 articles and documents from the company, interviewed people on their team like their VP of Marketing, David Gerhardt, and spoken with outside experts to learn what makes the company’s marketing so unique and effective.
In this article I’ll cover the following:
How Drift created the category of conversational marketing
How Drift measures, documents, and manages its content and team
How Drift hired their first content marketers
How Drift comes up with content ideas
What I Learned Scaling From $5k to $25k Per Month
Over the last 6 years I’ve published hundreds of stories. They have been read by millions of people and have helped my companies or my customers’ companies generate hundreds of thousands of dollars in recurring revenue. Below I’ve outlined how I run audience research interviews to come up with story ideas.
How I Built A $5,000 Per Month Side Project
On November 6th, 2015 I boarded a flight bound for Buenos Aires, Argentina. In doing so I entered a new phase of my life. Over the last 4 months I had grown my company’s revenue from $5,000 to $25,000 per month. I had also hired a small team and freed myself from the daily operations of the business. For the first time in my life the amount of money I made was no longer tied to the hours I worked.
The Art of Pitching: How I Got Published in The Atlantic
Passive income. The 4 hour work week. The dream. As a millennial there are few things that rank as desirable as finding a recurring source of income that doesn’t take much work (or a boss). In April of 2015 I decided to seek that out and build a side project that could pay my bills while I read books and traveled the world. Within a few months I achieved my dream and booked $5,000 in monthly recurring revenue (MRR).
How to Write Longform Content That Goes Viral
Over the last two years I’ve written for national magazines like The Atlantic, FastCompany, and Quartz. In this post I’ve broken down the process I used to break into these publications. My hope is that it will help people like you get your ideas published and build your personal or company brand.
On September 25, 2013 Alex Turnbull sat down at his computer and hit publish on a blog post that he’d been thinking about for a long time. For the last six months his company, GrooveHQ, had written content that Alex would have described as “B content.” It was a lot of “10 things about xyz”, “Great quotes to live by” and that jazz: the type of content that your marketer friend shares on Facebook because her company makes her do it.