Marketing Against The Grain The $1.5 Billion Growth Strategy (#166)
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Oct 19, 2023 Discover how brands can thrive by merging marketing with content creation. The discussion dives into four powerful acquisition strategies that spark growth, including leveraging the unique advantages of your company. Learn about the impending impact of AI on distribution and the value of acquiring content creators. Hear about innovative 'front door' and 'side door' strategies that improve customer acquisition. Real-world examples, like Atlassian, illustrate these concepts, offering insights into overcoming the challenges faced by high-growth companies.
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Acquire Creators
- Acquire creators with strong audiences (newsletter, YouTube, podcast).
- This brings in valuable content creation skills and audience growth expertise.
Leverage Unfair Advantages
- Identify your unfair advantages in distribution (e.g., domain authority).
- Acquire assets that enhance these advantages for faster growth.
Atlassian's Front Door Strategy
- Atlassian acquired Trello and Loom, leveraging their large user bases as "front doors".
- They then cross-sell their existing products (Jira, etc.) to these users ("side doors").