That's a broken perspective.
Content strategies must go much deeper than tactics & start with an understanding of your audience.
Stripe's laser focus on serving (truly SERVING) developers gave them rapid growth and the support from developers from the start.
That ignited some initial traction with developers.
Marketing tip:
Embrace guest posts & influencer marketing.
You can see this in their acquisition of the community @IndieHackers, a knowledge sharing platform (aka forum) for entrepreneurs.
This was a brilliant move.
Not Stripe.
Stripe's blog content generates ~10k visits a month.
But Stripe's technical documentation generates ~100k visits a month. This isn't an accident.
Most tech documentation is trash from a UX standpoint. Not at @stripe - It's pleasant. Seriously folks, don't underestimate the value of UX in content.
More on that here:
foundationinc.co/lab/ux-copywri…
stripe . com /docs /payments /accept-a-payment
I'm geeking out but it's a thing of beauty. 🤓
You can look at this URL and realize that this is going to be documentation (docs) for how to accept a payment using their payments API. So good.
More on that here:
press.stripe.com
No doubt. Some are getting very little organic traffic yet they're some of the best assets on the subject.
With a few on-site changes & backlinks...
They'd likely win.
But here's another area Stripe thrives...
Across documentation, landing pages and even tweets...
Stripe is consistently putting out content that is supported with quality design. Look at the beauty of this thing:
This can be seen in the tweet above but also on landing pages like this one targeting SaaS companies.
They showcase @NotionHQ with a beautiful animation as social proof on a landing page. This builds trust.
🎮 Running fun competitions for your community
💬 Investing in communities like Indie Hackers
📝 Designing beautiful documentation
📣 Being co-signed by tech leaders
📚 Creating highly valuable guides
Content can build trust. Stripe is living proof.
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