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Traction: A Startup Guide to Getting Customers by Justin Mares, Gabriel Weinberg

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CHAPTER 13

Content Marketing

Think back to the last few websites you’ve used and take a look at their blogs. In all likelihood, they’re infrequently updated, have few comments and content that isn’t all that interesting.

Compare that experience to reading a well-known company blog like Moz, Unbounce or OkCupid. For each of these companies, their blog was their largest source of customer acquisition during an extended period of growth. These companies write posts that receive hundreds of comments, lead to major PR, and result in thousands of shares. Ultimately, this activity leads to new customers.

For this traction channel, we spoke with two successful entrepreneurs who have very different approaches toward content creation. Rick Perreault, ...

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