Startup Frontier


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Last week, Rick Perreault, CEO and co-founder of Unbounce, a landing page platform, explained how he found his first customers.  This week, Rick will discuss how Unbounce has grown largely through content marketing.

The Interview

So, tell us about different marketing channels you’ve tried for Unbounce.  Before we dive into what worked, what hasn’t worked?

Things that we haven’t had success with up-to-date…traditional PR – we just haven’t got there.  We are just starting to attend conferences and do some paid advertising.  So a lot of that stuff is new to us.  I’ll let you know how that goes in the future.

Got it – tell us about what has worked.

Definitely our content marketing.  Basically we create quality content and it gets placed on our blog most of the time or it ends up on somebody else’s sometimes.  We’ll share it through social media, and others will share it.  It drives search.  It drives word of mouth.  The blog is top of the funnel.  People find the blog, and it’s attached to our website.  We don’t market the blog, per se, but we’re constantly – several times a week – releasing content that gets shared and drives people to the blog.

Ok, so quality content.  Tell us about how it gets shared.

Twitter has been an awesome way for us to actually build a following of like-minded, marketing professionals.  We’ve got twenty five thousand followers on twitter.  I think people will share something they think is worth sharing.  We have a following of marketers who are generally interested in the topics that we write about.  So, say our followers are interested in conversion rate optimization, and say I’m that person.  I’m into conversion rate optimization, and I also have a network of followers that are into conversion rate optimization.  So, if I encounter a piece of content that I think is “wow, this is really good,” I will share it with my network, so that they can learn something from this as well.

What also seems to work well for us are joint webinars with other companies who share the same type of customer.  So with Trada (a crowdsourced AdWords optimizer), for example, we’ll do a joint webinar with them, and that kind of cross-promotion has traditionally done well.

How do you organize and plan for all of that?

We’re doing things now like an editorial calendar for our blog. Before, when we were in real startup mode, we did whatever we could, some new post every day.

That sounds like a like of content creation. How long did it take before you were able to get some serious traction on your content creation?

It was about 5 months after we launched that the blog posts started to be successful.  Oli (head of marketing) was blogging between 1 and 5 times per week — usually twice a week.  The big impact, though, really came with building a large Twitter following.  He spent long hours pre-launch and post-launch building our Twitter account to facilitate that extended reach.  As our understanding of the market improved, he was also able to find a style of writing that resonated, which had an impact as well.  So, really, I’d estimate that traffic to the blog began to grow signficantly about 6 months post-launch.

Illustration by Orissa Jenkins

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