Traynor: Intercom's early blog prioritized general audience over buyer persona
Des Traynor · Des Traynor: How to Survive and Thrive in a World of OpenAI | E1082 · 20VC with Harry Stebbings · Nov 15, 2023 · at 1:07:57
Des Traynor is co-founder of Intercom. He reflects on early content marketing at Intercom, acknowledging that the blog attracted a broad tech audience rather than specific support decision-makers.
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“I think probably I prioritized growing an audience for the blog, overgrowing the right audience for the blog. And the net net is that we have a large audience for the blog. People who are like design or into product or even into engineering. People are maybe into like startups in general like even people who are into marketing, but what we don't necessarily, what we didn't go deep on early enough was just the actual sort of people who were, who are best positioned by Intercom.”
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