内容营销案例研究：Intercom如何建立一个50百万美元的ARR帝国

When it comes to building a startup, growth is king.

当谈到建立一个初创企业时，增长是王道。

Close second? Recurring revenue.

紧随其后？经常性收入。

Especially in the world of SaaS companies, having a steady stream of monthly and annual revenue is the hallmark of success.

特别是在SaaS公司的世界里，拥有稳定的月度和年度收入是成功的标志。

So, imagine building a business and scaling it to $50MM ARR. Then, imagine that you accomplished that in under 5 years.

因此，想象一下建立一个企业并将其扩展到50百万美元的ARR。然后，想象你在5年内完成了这个目标。

Seems insane, right?

看上去很疯狂，对吗？

And, to be sure, it’s not an easy feat–only a few startups have ever achieved this kind of incredible growth and success.

而且，可以肯定的是，这不是一项容易的壮举--只有少数创业公司曾经取得过这种令人难以置信的增长和成功。

But Intercom is one is of them.

但Intercom是其中之一。

And a huge part of that growth has been their strategic use of content marketing and SEO, which has driven traffic, built brand awareness, and fed their marketing and sales funnel.

而这种增长的很大一部分是他们对内容营销和搜索引擎的战略性使用，这推动了流量，建立了品牌意识，并为他们的营销和销售漏斗提供了支持。

For this article, I’m going to tear down Intercom’s content marketing efforts and reveal the key strategies that they’ve used to grow and scale at such a phenomenal rate.

在这篇文章中，我将对Intercom的内容营销工作进行拆解，并揭示他们用于增长和扩大规模的关键策略，以达到如此惊人的速度。

We’ll look at the overall types of content and tactics that have worked for Intercom and then reverse engineer real-world examples to see how those same tactics can be used by other startups to fuel growth.

我们将研究对Intercom有效的总体内容类型和战术，然后对现实世界的例子进行逆向工程，看看其他创业公司如何使用这些相同的战术来推动增长。

This should be fun.

这应该很有趣。

Intercom’s Growth by the Numbers

互通公司的数字增长

When we talk about startup growth, there are a lot of amazing examples out there. Many companies have built huge, successful businesses seemingly overnight (especially with a nice infusion of venture capital).

当我们谈论创业公司的成长时，有很多惊人的例子。许多公司似乎在一夜之间建立了巨大的、成功的企业（尤其是在风险资本的良好注入下）。

But, there are different levels of growth.

但是，有不同程度的增长。

There’s great growth. Then, there’s holy shit growth.

有伟大的增长。然后，还有神圣的狗屎增长。

Intercom is–without a doubt–a case study in holy shit growth.

毋庸置疑，Intercom是一个神圣的增长的案例研究。

They’ve grown from $0 to $50MM in annual...