How the Slack Blog’s Content Strategy Works

An investigation of the Slack blog, Several People Are Typing, reveals:

• How Slack’s content marketing integrates with publicity and product marketing
• How Slack renews its relevance in an accelerating media cycle
• The manifesto that drives Slack’s communications

This article is an excerpt of the original, published here.

Most blogs start off with optimism. The idea for the blog might be the fruit of a business leader seeing brands like Slack being driven by publications like the Slack blog. Their observation makes them say, “I want something like that. Let’s do that.”

The marketing team agrees, seeing either their competitors surging ahead or an opportunity to be a leading thinker in their industry. They might hire an editorial manager or a content marketer, who is supported by a ragtag group of freelancers or an external team, and start firing away.

But, then what?

A blog is not made with sparks of excitement or ideas, but with words. Ruthless production might create some momentum, but will not sustain it. Only an understanding and application of a successful blog’s underlying system will.

I wrote this piece as an outsider looking into the Slack blog to deduce the…