Applying the Growth mindset to content

1. Anum Hussain, Senior Growth Marketer Hubspot

1.1. @anum

1.2. https://www.linkedin.com/in/anumhussain

2. 4 growth priciples

2.1. Commit to highly experimental process

2.1.1. Best practices on the internet are a bunch of BS

2.1.2. Focus on uncovering what works best for your audience by experimenting with different content channels

2.2. Seek excellence through authentic growth

2.2.1. Most growth teams seek authentic growth through active usage

2.2.2. Hubspot measured monthly active subscribers on their blog / content posts

2.2.2.1. Not only subscribed, but clicking through emails and reading the content

2.2.2.2. Hubspot unsubscribed inactive subscribers

2.2.2.3. Ended up with healthy click rates, quality subscribers

2.3. Allow data to inform intelligent decisions

2.3.1. Creating comprehensive search optimized guides

2.3.2. Updating historical blog content with site pages helped increasing organic traffic for both those sources

2.3.3. Organic traffic from site pages is growing much faster than from blog posts

2.3.4. The more links to related content Hubspot had across their site, the better Hubspot ranked

2.4. Use technology to drive success at scale

2.4.1. Hubspot launched their own welcome email experiments

2.4.1.1. Failed

2.4.2. Through multiple experiments Hubspot ended up with a good content onboarding process