增长节目：风险投资关于内容，现金和流失的建议

内容营销有点像一个银行帐户，您可以获得复合收益的好处。

-Tomasz Tunguz

Tomasz Tunguz是Redpoint Ventures的合作伙伴，也是Google的前产品经理，最著名的他的数据驱动博客文章在初创公司面临的关键问题上，包括筹款技巧，初创企业基准，管理最佳实践和团队建设见解。他几乎所有的写作和思想领导力都围绕一个关键主题：您如何更快地成长？

Recently, Tunguz joined HubSpot CMO Mike Volpe on增长秀to chat about why he takes the time to blog everyday, the compounding returns of content marketing, and two things that can help almost any business grow faster. Below is an excerpt of their conversation. If you'd like to listen to it in full,listen to the podcast on iTunes。

Q: You have quite a successful career as a VC, but you blog almost daily. Why do you bother blogging? Don’t you have way more important things to do?

A：有两个主要原因。首先,我想鳍d a way to differentiate myself in the ecosystem. The venture world has become increasingly competitive and I thought that blogging might be one way to do that. I hold Fred Wilson and Chris Dixon in high regard -- they had both broken out doing that -- so I wanted to see if I could do the same.

内容营销有点像一个银行帐户，您可以获得复合收益的好处。流量很少有所增长。结果，该公司的品牌知名度一直在增长，它帮助我进行了这样的对话，总的来说，我认为这是非常有价值的。

Second, I was getting a lot of questions from entrepreneurs like “Hey what should these metrics be,” or “What are other companies doing?” I was running the analysis myself and sharing it with the entrepreneur who asked the question, but then I thought it might be a whole lot more helpful to share my analysis with the ecosystem. That way, everyone could benefit.

问：您已经写了有关内容营销的主要好处。我想在其中的一部分中进行区分：复合因素。您会发现典型博客文章的页面视图中有一半来后您发布的那一天。你为什么认为那是？

A：通常，在开始内容营销活动时，您将要看到的是，您将看到20次访问（例如），并且事情将开始线性增长。您真正希望的是，在某个时候，您有一时突然之间的交通。这样做的方法是训练人们回来并尽可能多地通知您有价值的话。

When I did the analysis that showed that more than half of the traffic to posts on my site come afterwards, that’s an indicator to me that what you really want to be writing is content that has value over extended periods of time. That way, it's going to appear in search results and get people to come back. Evergreen content is what will make sure people keep coming back, helping you build a following and a business.

问：如果您不得不将整个博客归结为有关企业家成长的一项建议，那么您会认为这是什么？

A：Churn matters almost more than any other metric. That is the single biggest determinant of a businesses' capital efficiency and how quickly it can grow. Think of it like you are filling the bucket and the bucket isn’t leaking at the bottom. It also tells you a lot of other things about the business, like there’s really good product/market fit, the users really value the product, and you're creating a sustainable and defensible business.

问：您谈论的其他增长关键之一是预先获得现金的重要性。为什么这实际上很重要？它如何影响增长？

A：如果您获得年度预付款，那么基本上发生的事情是您的客户借钱免费增长。简直不可思议。通常，为了获得现金，创始人必须去筹集稀释的股权。风险投资者将购买公司的一部分以换取现金。bob全站app

If you can "borrow" money from your customers to help your business grow, you’re going to grow significantly faster. You’re also going to have a lot more predictability in your business because you’re not waiting until the end of each month to know whether or not a customer is going to renew and whether or not they are going to pay you. To get all of the money upfront, you get a lot more predictability in your business and you're basically financing your growth for free.

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