Doubling down on content

The author, a former print journalist and current managing editor at Intercom, explains the company's shift towards content creation as a key strategy for attracting customers. Unlike traditional content marketing approaches that focus on publishing regular content to attract visitors, Intercom aims to create long-lasting, informative content that resonates with its audience. The goal is not to become a news source or entertainment platform but rather to establish the company as a trusted authority in its field. By investing time and effort into creating high-quality content, Intercom seeks to build deeper relationships with its customers and peers, cutting out intermediaries such as PR agencies and advertising platforms. This approach allows for more meaningful engagement and direct communication between Intercom and its audience.

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