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Content Strategy: How to Get Grassroots Growth


Chris Dannen
Senior Editor, Technology, FastCompany

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About This Class

Fast forward a few months: your product or service is booming and the social networks are alight with your name. How did you develop such a loyal following? How, without a PR department, an advertising budget, a big-name producer or professional marketing? The answer is simple: you told the real story of your creative endeavors to people who matter.


  • Introduction 1:40
  • Why 9:07
  • Principles 20:18
  • Curation for Writers 6:07
  • Composing Content 13:32


  • Deliver, not take out: go find your readers, not visa versa
  • Dedicate over sheer reach: value an enfranchised user base over a huge one
  • Tell the behind the scenes story: don’t talk to people like a stranger
  • Post always, not sometimes: consistency and quality is vital

About the Instructor(s)


Chris Dannen
Senior Editor, Technology

Chris is a Senior Editor at FastCompany digital and the lead technology editor of Co.Labs, the experimental publishing lab here in New York City. He is the co-creator of Writebot and makes experimental iOS apps at Dannen / White in Brooklyn.

Previously, Chris wrote for CBS MoneyWatch, Forbes, MIT Technology Review, The Atlantic, INC, Rolling Stone and Discover magazines. He was a staff consultant for ReD Associates in Copenhagen and New York, where he worked mostly on user interface projects for Samsung Electronics. As an independent consultant for Microsoft Corp, Chris created the very first official UI Design and Interaction Guide for Windows Phone.

Chris has written two books on iOS design and development and one book about Google Voice, available on Amazon. He lives in Brooklyn, NY.

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