An Inside Look at Drift's Content Marketing Strategy

Please don't do promotional voting or commenting in HN threads. We ban accounts and sites that do that. The comments are especially bad, because HN users are expert at sniffing out that kind of thing, which makes the thread unsalvageable even if the work is good.

https://news.ycombinator.com/newsfaq.html

If Drift is measuring success with 'customer love' I'm curious how or if they looks for lack of success to inform their decisions, especially since you also mention that sometimes evidence shows when to pivot.

That's a great question! I'll try to get David in here to answer that since we didn't cover it in the interview

What kind of strategies did they use to break through the noise and promote their content in the beginning?

Hi! Author here. Happy to answer any questions about what I learned in researching this story.

Drift's ability to simply and repeat their message had always impressed me. They've scaled faster than almost any other B2B SaaS company I've ever seen. Excluding Slack.

A fresh take on content marketing. Great work!

love the idea of approaching work as social media vlogger over a corporate marketer... keep up the great work!

This is awesome!

Cool stuff!

I love it