Inbound Content

Chapter 10Developing a Growth Marketing Mentality

What Is Growth Marketing?

First and foremost, let's define what growth marketing is. Growth marketing is a blend of marketing, sales, customer success, support, and any other division or operation within your organization. It's an integrated approach to growing your business and optimizing your content marketing efforts through constant testing across marketing channels. The goal of a growth marketer is to identify new opportunities that will help build and engage your organization's audience.

This approach is important for content marketers, as it can help them find new ways to communicate with their audience, whether it is via a new marketing channel or a piece of content to test.

We're in an age where new channels of communication are frequently surfacing in the online marketing space. Channels like Facebook, Twitter, Instagram, Pinterest, Snapchat, Messenger, and so on are becoming dominant channels for sources of information.

What's even better about these channels is that each has its own advertising platform, making it easy to expand the reach of your top-performing content. Social media ad spend will likely exceed $35 billion in 2017, yet it only accounts for 13.9% of the total digital ad spend.¹

The old-school digital marketing players—like search engine optimization (SEO), PPC, display, retargeting, and email marketing—are still important, but they've become increasingly more crowded and it's hard to stand out. As ...