Ground Up Podcast

Why Your Content Marketing Playbook Needs to Change

On this episode of Ground Up, Ginny Mineo, formerly of HubSpot, shares what worked at HubSpot, how that playbook has evolved, and how businesses everywhere should adapt their content strategies.

John Bonini John Bonini on May 1, 2018 • 1 minute read

Ginny Mineo isn’t so sure the old content marketing playbook works like it used to.

Mineo was a big player in the strategy that drove HubSpot’s content machine during its pre-IPO days. (She estimates that the HubSpot Blog had written up to 6,000 blog posts at the time she left in early 2017.)

She was a part of the team when it was just three bloggers.

They pretty much wrote the book on content marketing and acted as their own best case study for inbound marketing. 

She’s spent the last year running platform at NextView Ventures, where she’s worked with startups (sometimes with short runways) wondering if the content playbook, the conventional one at least, should be their focus. 

That old playbook of publishing volume and sharing via social is a tired one, mainly because everyone else is doing it, but also because the channels where marketers interact have grown and evolved, too. 
   
In our conversation, Mineo shares what worked at HubSpot, how that playbook has evolved, and how businesses everywhere should adapt their content and acquisition strategies as a result. 

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About the author
John Bonini
John Bonini is Director of Marketing at Databox. He's passionate about building brands that tell great stories. Connect with him on Twitter @bonini84.
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