Comment by anant90

Starting Stripe Atlas, writing Guides to help entrepreneurs, acquiring IndieHackers, and now launching Stripe Press is a very well thought out growth strategy.

Stripe benefits when every new indie hacker or entrepreneur planning to start their business uses their free resources to learn how to go about doing this. The goal of marketing is to be in the mind space of your potential buyer when they feel the need your product serves. If you use Stripe's free resources to learn about building an online business, you're more likely to pick them to accept payments over Braintree/Paypal, etc.

Also, the easier they make starting a business by providing these free resources, the more smart people will take the leap to launch their startups (or side-projects) thereby expanding their overall market.

Lastly, spending your content marketing resources on evergreen content like this has very high leverage — it's a one-time investment that pays off for a very long time, unlike a blog post about a current trend that goes stale quickly.

Goes without saying, but the more businesses Stripe gets using their core product, the better the core product itself gets by amortizing development costs over a larger user and transaction base.