When you look at the content produced by startups, it’s a pretty mixed bag.
Numerous blogs but without much value, and there’s always a few that seem to be trying WAY TOO HARD…
This is totally understandable. Startups have plenty to juggle – planning, funding, branding, accounting, training, profit margins. The list is endless. So, it’s easy to see why ‘develop a content marketing strategy’ might slip down the priority list.
However, as every savvy entrepreneur knows, startups need customers and talented employees. And one of the best ways to attract both is through exceptional content, driven by a focused and adaptable strategy.
If it was easy, everyone would be doing it
But achieving this is easier said than done. Especially since it’s so hard to cut through the sheer volume of content we are bombarded with these days.
That doesn’t stop some startups from jumping in headfirst. But often, the results are all effort with no direction. All action and no impact. All bang, no buck. All mouth, no trousers. You get the point…
The statistics back this up. According to a recent Ahrefs study, 90.63% of content gets zero traffic from Google. That’s a harsh reality, but it’s not the end of the story.
Content marketing, when executed well, can offer enormous benefits to startups.
Content marketing is particularly well-suited for startups. Here’s how a content marketing strategy can lead to scalable, organic growth for your business.
Builds trust -
The essence of content marketing is to establish yourself as a trusted authority and provide customers with the information they need to overcome challenges and solve problems. This is especially crucial for startups that don’t have the legacy and reputation of more established companies. Over time, your content will build trust and awareness, provided it remains consistent, relevant, and insightful.
Leverage personal brands -
Content marketing allows you to distinguish your brand and embed it in the minds of your audience. By sharing the story of the company’s founder, for instance, you create a personal brand and add credibility to your new product or service. Often, the person behind the business has the experience and authority to instil confidence in customers.
Boosts Brand Advocacy-
Brand advocates are invaluable for building awareness, so the sooner you cultivate a following of advocates, the better. Acting as third-party promoters through social media and word-of-mouth, brand advocates can significantly amplify your efforts. A well-planned content marketing strategy can help you build this community and accelerate your progress.
Enhances SEO -
If you’re working on an SEO strategy, quality content can greatly enhance your efforts. Search engine rankings are crucial, and focusing on them as part of a comprehensive content strategy can yield impressive results. Achieving top organic SEO rankings through relevant, user-focused content takes time, so start planning now.
Expands Reach -
Effective content can lead to quick wins on social media and through paid campaigns. A strategic approach will help extend the reach of your content, drive more targeted traffic to your website, and create opportunities to capture valuable data.
Builds Your Employer Brand -
While competitive salaries and benefits attract top talent, company culture and values play a crucial role in the hiring process. Developing content that highlights what your startup offers and tells the story of ‘why you should work here’ will put your brand in front of potential star employees.
Maintains Authenticity-
Content is an excellent way to convey an authentic story. Enough said…
As a smaller, more agile company, your startup is uniquely positioned to excel in content marketing. With the ability to make swift decisions and implement strategies quickly, a focused, flexible approach to content marketing can help you stay ahead of the competition.
If you’d like some assistance with developing a sustainable, effective content or personal brand strategy for your business, please feel free to get in touch for an informal chat.
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