1/ When @web coined the term “linear commerce,” he described it as a 2-way blurring of media & commerce (brands developing content & media co’s developing product).

It seems to me people talk a lot more about the latter (e.g., Barstool, Food52, Hodinkee). What about the former?

2/ There are some great examples of true product companies using strategic content development aligned with their core offering to drive customer trust, acquisition and growth; my two favorite examples are @MasterClass and @Levels

3/ Masterclass uses SEO-optimized content library to drive customer acq from targeted searches. Search for “What’s a shallot” & top hit is Masterclass’ article, subtly plugging a cooking class. Genius! Check out this thread from @TheCoolestCool for more https://twitter.com/TheCoolestCool/status/1265382628724740098

4/ @Levels is creating a whole new cat. of measuring & optimizing metabolic fitness. They have build an in-depth content library to aid every step of customer journey, from customer acq. to trust to continued education. Content is in their founding DNA https://www.levelshealth.com/blog 

5/ Those two really stand out due to clearly strategic focus on content-driven growth & fantastic execution of that content but there are plenty of other great examples (e.g., @eightsleep’s blog, @whoop's podcast)