Just as we did with our product, we decided to rebuild our content marketing strategy from the ground up with an eye towards what could actually help our market, rather than what we thought might look nice on a blog.
We spent our first few weeks doing very little other than reaching out to people in small business communities—our help desk product is geared toward small businesses—and trying to get people to talk to us.
In the early days, there were three key wins that helped us more than anything else to drive traffic and get engagement with our content.
1) We plagiarized our content topics
2) We went straight to the gatekeepers
3) We weren’t afraid to screw up