John Collins

About John Collins

John is the Director of Content at Intercom, the customer platform helping internet businesses accelerate growth. He is a former journalist and editor with over 20 years experience covering technology and business for publications such as The Irish Times, where he held positions including Assistant Business Editor, Assistant News Editor and Health Editor. He now leads a team of 10 who produce Intercom’s award-winning blog, podcast, books and social media.

In his Learn Inbound talk, John shares the story of how content marketing drove the organic traffic and inbound leads which made Intercom one of the fastest growing SaaS companies of its generation, going from $1m-50m in ARR in just 3 years. Today more than 25,000 businesses, including New Relic, Sotheby’s, and Shopify, use Intercom to connect with a billion unique people worldwide.

You will learn the lessons he experienced when building Intercom’s content operations as well as the common pitfalls that companies face as they embrace content marketing.

Key Takeaways

  • No matter what resources you have available, you should maximise them to produce the best content possible. Don’t compromise on quality.

  • Content can be used as a tool for all objectives: selling a product/service, educating your customer, growing your brand and attracting the right employee.
  • Don’t belittle your content by underselling it. Understand its value and respect the work you have invested in making it the best piece of work possible.

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