How Stripe Grew $36B in 10 Years Using The Power of Content & Design Excellence


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Aug 31, 2010
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2.2M monthly visits.
47M backlinks.
A recent $36B valuation.

These stats summarize Stripe’s 10 years of spectacular growth.

The company is considered the “startup everyone loves” and that’s not a coincidence. Indeed, Stripe has a unique approach in creating content, building moats and strategies to make guest posting and influencer marketing work.

Ross Simmons broke down some of the strategies that allowed Stripe to become a $36B firm. He went quite deep into it and these are some actionable takeaways:

+ Start from your audience: While most companies start their content strategy by defining goals, Stripe started by defining their audience needs. Though most SEOs plan content around most searched keywords, Stripe built their content to serve their audience the best.

+ Marketing to one is better than marketing to all: Stripe makes no secret that their favorite audience is developers. And if you go on their website, you’ll see that it’s plastered with dev lingo.

+ Build a moat for sustainable long-lasting growth: Stripe has built a moat in the payment processing industry through content and commitment to excellence. They create great content that turns their targeted audience into customers.

And as customers use the product, they gather more data that allow them to create still better content. It’s a virtuous circle.

+ Guest posting and influencer marketing: Creating top-notch content and distributing it through other brands and influencers comes with many benefits:
  • Positioning yourself to get instant, high-quality traffic.
  • Increasing exposure, brand awareness and credibility.
  • Getting more subscribers.
Guest posting still works if you see it as an opportunity to unlock new audiences and build relationships with other brands, rather than building backlinks.

Community building: In 2012 Stripe launched a competition called “Capture the flag”. It was a development wargame that helped the community practice identifying and exploiting common security problems. Not only they strengthened the community with a fun activity. They also gained knowledge about their code.

Stripe’s investment in building a community doesn’t stop there, though. In 2017 they also acquired Indie Hackers, a knowledge-sharing platform (aka forum) for entrepreneurs.

The post analyzes Stripe’s UX, URL structure for SEO, and more content tactics.

Give it a read here:
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