In today’s business environment, creating quality content is not just a strategy but a decisive factor in building and maintaining relationships with customers. Intercom, a software company providing communication tools for businesses, is a prime example of how they turned their blog into a content hub that attracts millions of readers each year.
Davin O’Dwyer, the key editor at Intercom, emphasizes that blogging is not just a marketing strategy but part of the company’s DNA. Since its founding in August 2011, blogging has become a vital part of how Intercom operates and engages with customers.
The Inside Intercom blog publishes two posts each week, covering various topics from customer support, sales, marketing to exploring product use cases for experts. What sets them apart is that the articles are often written by Intercom’s product managers, engineers, and product designers, describing the projects they are working on and the lessons they’ve learned.
Intercom determines content topics by identifying significant stories that can influence professionals with specific titles and responsibilities in the workplace. This demonstrates a close alignment with the real needs of customers, not just a generic marketing approach.
The Intercom content team consists of not only writers but also eight members responsible for writing, editing, and optimizing blogs, podcasts, and other resources. Their goal is not just to create opportunities and build readership but also to achieve tangible results such as generating leads, strengthening the Intercom brand, enhancing brand love, and recruiting personnel.
The lessons from Intercom offer some important insights. Firstly, determining content topics should be based on significant stories and the real needs of customers. Secondly, close collaboration between the content team and the product marketing team is crucial in identifying impactful topics. Lastly, commitment and belief from leadership regarding the value of quality content are key to developing a meaningful content hub that yields positive results, not only in marketing but also in building strong relationships with customers. And nowadays, everything about content is creatively powered by the support of Generative AI.
However, the strategy planning process for content remains a human decision. Issues of content management and creation are the most important components. Generative AI assists in expediting and streamlining the process effectively.
Author Ho Duc Duy © All rights reserved.
