Newsletter · long read
Content-driven growth
Lenny Rachitsky · Lenny's Newsletter Freemium Intermediate
Sorts content strategy into five distinct models (who makes it, what it optimises for) so you can choose one deliberately instead of drifting. Includes how HubSpot, Ahrefs, Intercom and Webflow staffed and funded theirs.
- Expect at least five dedicated people for a real content engine, more if you are doing video.
- Slidebean spent about 125K dollars on YouTube production in 2020 after finding paid search covered only 5 percent of its keyword demand.
- Blog posts drove 30 percent or more of HubSpot's customers in its early days.
- Ahrefs got to 1.5M visits a month on 300+ posts; Intercom runs 870 posts and 262 podcast episodes.
