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. 

Subscribe to Ground Up on iTunes and hear honest portrayals of the hard stuff, breakthroughs, and lessons learned from starting or growing a business.

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.
You may also like...
Read more

How HubSpot Instilled a Culture of Growth That Expanded Well Beyond Marketing

On this episode of Ground Up, Kieran Flanagan talks about the early days of freemium at HubSpot, instilling a growth discipline that expanded well beyond the marketing team, managing cross-functional teams, and more.

Ground Up Podcast   |  Oct 21

Read more

How CloudApp Grew to 3 Million Users Without a Marketer on Staff (And How Things Have Changed Now That They Do)

On this episode of Ground Up, CloudApp’s Joe Martin shares how they grew to 3 million users without a marketer on staff and how their approach to marketing has evolved now that they do.

Ground Up Podcast   |  Oct 14

Read more

How a Vulgar Card Game Helped Shape Transistor & Disrupt Podcast Hosting

On this episode of Ground Up, Transistor cofounder Justin Jackson shares why he and his co-founder Jon started a “boring” podcast hosting company, how they netted their first 100+ customers, and how they modeled their growth in order to grow without outside investment.

Ground Up Podcast   |  Oct 7