PR + Content for Growth by Kat Mañalac and Craig Cannon

TL;DR

Content marketing and press are complementary channels, but both should begin only after achieving product-market fit. Content must be treated as a product aimed at actual customers, not at tangential audiences like Hacker News.

Key insights

• Before any marketing, ensure users are not churning; otherwise content/PR wastes energy and money.
• Content marketing's primary goals for early companies are engagement (time on site) or conversions (e.g., signups), not brand.
• Set up Mixpanel (or equivalent) and a Facebook pixel before any launch to capture visitor data for later remarketing.