[rachofsunshine]

Content marketing isn't just about search. It's about putting things out that people want to read, or want to share, or use as a reference, with their general awareness of your site coming alongside that. Sure, if it's SEO'd that can be nice, but SEO is competitive - really good content often isn't, especially when that content comes from your own unique areas of expertise.

Our blog's been on the front page here twice in the last two months. Once [1] was me posting, but the posted blog did not directly pitch my company at all - it was just an interesting retrospective about what I learned at my last one. The other blog post [2] was explicitly about us, but it was posted organically (I was actually asleep at the time and woke up to a bunch of slack alerts). Neither has been searched for very much, nor do I expect they will be in the near future - but they did bring in hundreds of signups and a dozen high-intent inbound calls, which is more than enough to make them successful from a marketing perspective.

For comparison, a decent client call would take many, many hours of manual outreach, meaning that each of those posts was the equivalent of months of grindy, spammy, demoralizing labor on my part even if we set aside all the engineers they brought in.

[1] https://news.ycombinator.com/item?id=40634774

[2] https://news.ycombinator.com/item?id=40901224