Absolutely Jaryd, it got me thinking about how brands approach growth through communities and content. Looking at it from funnel viewpoint, brands put in a lot of branding work even before the awareness phase.
Do you think Canva is using the same strategy for their brand's growth?
Also, I'd love to know which other brands you think are good at growing by connecting with their community and creating great content.
Very impressive post Jaryd! Thank you for putting all of this together.
I particularly liked the "feature removal" deep dive and the content marketing section.
I recently listened to a Sub Club podcast episode (my favorite pastime and how I curate a lot of insights) where Keya Patel was sharing how they also used non-monetary benefits (like meditation webinars, thank you notes from Andy, etc.) to reward engaged users...Gift cards cost money and don't have the same emotional value!
Hey Jaryd - what a thorough deep dive on Headspace! Could you link to the original article I wrote with Reforge on the topic of unshipping and removing features, thanks! https://www.reforge.com/blog/unshipping-features
Great story and full-on SEO. Headspace didn’t just make ads about meditation. They made a universe of educational content around meditation, which drove SEO, built brand trust, warmed up the market, and funneled users into their app.
Canva definitely have a very solid content strategy! I wrote about it here: https://www.howtheygrow.co/p/how-canva-grows
A few others that are killing community and content:
Community:
Notion: https://www.howtheygrow.co/p/how-notion-grows
Roblox: https://www.howtheygrow.co/p/how-roblox-grows
Figma
Content:
Intercom: https://www.howtheygrow.co/p/how-intercom-grows
Masterclass
LEGO: https://www.howtheygrow.co/p/how-lego-grows
Thank you!
Very useful read - thanks for the effort.
My pleasure! Glad you found it helpful in some way :)
Absolutely Jaryd, it got me thinking about how brands approach growth through communities and content. Looking at it from funnel viewpoint, brands put in a lot of branding work even before the awareness phase.
Do you think Canva is using the same strategy for their brand's growth?
Also, I'd love to know which other brands you think are good at growing by connecting with their community and creating great content.
Thanks a lot
Excellent and insightful article! Got tons of ideas to implement in my company. Thank you, Jaryd!
So glad you enjoyed it and got some ideas! Best thing to hear.
Very impressive post Jaryd! Thank you for putting all of this together.
I particularly liked the "feature removal" deep dive and the content marketing section.
I recently listened to a Sub Club podcast episode (my favorite pastime and how I curate a lot of insights) where Keya Patel was sharing how they also used non-monetary benefits (like meditation webinars, thank you notes from Andy, etc.) to reward engaged users...Gift cards cost money and don't have the same emotional value!
Thanks so much, Sylvain! Yup, I had no idea they did so much of it before really getting into the weeds. Very mindful of them 🧘♂️
And interesting! That makes a lot of sense re. them using non-monetary rewards. On brand for them, too.
Thanks for reading 🙏
Hey Jaryd - what a thorough deep dive on Headspace! Could you link to the original article I wrote with Reforge on the topic of unshipping and removing features, thanks! https://www.reforge.com/blog/unshipping-features
Thanks, Keya. Awesome to hear that from you! Updated to link to Reforge post!
Great story and full-on SEO. Headspace didn’t just make ads about meditation. They made a universe of educational content around meditation, which drove SEO, built brand trust, warmed up the market, and funneled users into their app.