content Marketing
classpass city guides
Overview
Local marketing was incredibly important for a market-based product like ClassPass. We used content marketing to connect with customers on a local level and provide relevant and actionable recommendations. We often used content as a way to test marketing hypotheses and collect data so we can show success before making big asks and bets with product and engineering. One example was how we put together local city guides on our blog to get an understanding of how local content converts and engages users. We were able to put together a business case and show enough success to have product build the experience as a sell page here.
