In today’s world of innovation, technology, and constant development of business growth strategies, it seems a little confusing where and how startups should begin. Despite the strong competition in specific industries like Information Technology or customer retention struggles for E-commerce businesses, almost all newcomers know what’s coming. If you’re preparing to enter a certain niche and bring in your unique products or services, you should be aware of both the struggles and solutions.
Now, we don’t want to scare you away. Instead, let’s figure out what we can do about it.
The fact that content makes up the base of business growth campaigns is no secret anymore. The challenge is to create, form, and use it effectively. Which is no piece of cake, we admit, but there’s always a way to get around it. Building a startup from zero comes with its difficulties and obstacles. The solution is almost the same: unique content. Businesses have many motivations for producing content as it can be used for successful branding, resultful ad campaigns, sales growth, and customer engagement. Content is the magic wand that can help achieve your startup goals even as you’re just starting. How to use it to your advantage? Is there some secret you don’t know?
This is what we’re here to discuss: understanding how you can leverage existing content as a startup. The goal of this article is to help uncover all the ways you can repurpose your content and give you actionable advice on where to begin. By the end, you will have a deep knowledge of how you can craft your content strategy to succeed, even if you’re in the early stages.
How content boosts startups
The digital world itself is competitive and challenging. So, with the help of smart content, you’ll be able to distinguish yourself from your competition. I work with a number of startups on their SEO strategy. Let me show you how.
Content develops your brand voice
Whether you’re posting blog articles or have a special YouTube channel dedicated to your startup, you can use content to deliver your message to your potential audience. Your brand voice should be at the core of the content created to help provide value and build awareness as you’re starting.
So, how does that happen? Depending on the type of startup you’re launching, you’ll need to decide the style, tone, and the central message of your content. From IT companies to online clothing stores, businesses have various missions and want to communicate differently with their audience.
For starters, make sure you create user personas to help define the type of content your audience would like to consume. For example, if you’re going to sell funny t-shirts, maybe you shouldn’t take a very professional tone as you would do in the field of finance. Generally, it will help create unique content for your potential customers.
Content affects other strategies
When you’re starting out, you need to build a firm base for your future business campaigns and actions, including your overall strategy as a business. If you’ve been creating engaging content, you have a strong spot to expand from. From sales to social media marketing, you can use distinct types of content for successful business strategies.
One of the ways you can leverage your results is by repurposing content. If you’ve been creating tutorial videos on trading with Litecoin, you can later use them for webinars where you’ll teach more on the subject. As you build strong connections with your audience, they’ll be more prone to becoming your financial business clients. More on that very soon.
Another way to use content is making sure it includes call-to-actions. People are almost always confused, and they need a source of direction to take future actions. Make sure you incorporate words like “Contact our experts” and similar CTAs. So, the content will help you improve sales, make your website visitors “travel” within your product pages, and download your mobile app.
Content provides trust and value
Have you ever wondered why content marketing is so important? Why do so many companies invest in it, and what’s the value it brings? The answer is very simple-it’s all about building authority. When you’re producing quality content that brings value, supports your audience, and makes their lives easier, you’ll slowly become the expert they’ll be looking up to.
It doesn’t matter what industry you’re in. All graphic designers need to learn about image editing and shape generator tools. Book lovers would read a great article about the latest authors, and game enthusiasts would love something in action. So, determine the audience, learn their interests and pain points, and create content that will address those.
After all, valuable and helpful content will make you an authority in your field and build trust with your audience. As a long-term strategy, this is an excellent technique for future success.
Overall, the content you create can easily be used and incorporated into other platforms, strategies, and channels. Let’s now cover some tips on how you can build unique content.
How to create great content as a startup
Knowing what content can do for your startup business is just the tip of the iceberg. You will also need to uncover the different tactics you can use to get the best out of your campaign. Since this may sound confusing, here’s a small guide to help you get started.
Conduct research in your industry
Every startup knows the importance of detailed research and analysis of its industry, buyers, competitors, and more. When it comes to content marketing, there are two main categories you should consider analyzing: competitors and potential buyers.
Let’s start with competitors. We don’t recommend copying every move, campaign, or content created. Still, you can just look around to understand what they are posting on social media, what type of visuals they use, and most importantly, how users react to it. For example, if there’s a video on PowerPoint presentations that has more than 100K views, your design agency should probably create a better one around the same topic.
Next, let’s understand the weak points and needs of future clients. As you’re creating content for them, it’s essential to understand the Who, Where, What, Why, When, What, and How of your marketing and user acquisition strategy. Make sure you learn enough about your audience so that you can address them more efficiently.
Consider creating visual content
Nowadays, if you want to impress and engage consumers, you can mix up your “boring” content with some visuals. Using images, videos, and memes will help you appear visually appealing and valuable to your audience. content is meant to help advertise and boost your startup and has entertainment purposes.
You may have a very helpful article on your blog that can help solve many issues for your readers. But if it’s without anything visual, your readers may get bored and not even finish the whole content. That’s not what we would want, right? It’s already clear that visual elements like pictures are the bread and butter of your blog articles or other content types. If you’re starting with a strategy that doesn’t include visuals like SMS marketing, you can still send out creative messages.
Whether you aim to focus on social media content, e-books, or website blog, make sure it’s spiced up with some graphic and/or video visuals. It’s interactive and engaging. At the same time, your audience will love some entertainment.
Keep it constant
Consistency is key when it comes to success. Content marketing is no exception, especially if you’re just starting to connect with your audience. Posting regularly on social media, uploading video tutorials every Friday, and sending out useful PDFs will ensure you stay relevant and active. Besides, this will help keep in constant touch with your audience.
Up-to-date and reliable content will also assist you in building brand authority and trust. When you speak about your industry, give advice and tips to your audience, and give solutions to their pain points and needs, they will slowly start seeing you as a leader. As your audience gets through the content consumption process, they will get in touch with your employees at some point. Ensure you train them well during the employee onboarding process so that your efforts won’t waste.
Let’s also note that consistent content is also great for appearing reliable to search engines. Crawlers just love fresh, unique, and valuable content that provides value and support for consumers.
Promotion is everything
Creating quality content isn’t enough because sometimes people won’t even bother to search for it. While it sounds a little cheesy, it’s a challenge every business faces. You have to get out there and put yourself in front of people who might be interested in your offer. Especially for startups, it’s important to determine the channels and means you can use to promote your brand and just take action.
Now, let’s pin down one thing: each type of content requires a different type of channel for promotion. For example, if you’re a SaaS service provider, you might want to check out effective email marketing campaigns. Whereas for startups selling in the food industry, Instagram might be the best platform for promotion. It all depends on the type of business and industry you’re entering. You should also consider using proper tools for promotion like Google Ads, Instagram scheduler, and Facebook Ads Manager.
To clear out a little, here’s a small list of the main channels for startup content promotion:
- Social media (Facebook, Instagram, etc.)
- Email campaigns
- Influencers and brand ambassadors, etc.
There are some challenges when it comes to clearly determining which channels work best for your business. If you face any, make sure to go back to your buyer persona analysis: where does your audience hang out online? This should build the firm ground for your content distribution through the proper means.
Set KPIs for success
Also known as calculating ROI (Return On Investment), this step is like the sum up of your whole content strategy. Content creation, value, and promotion are, of course, crucial for business growth. The question is: are they great enough?
Let’s understand the best ways to measure the money you’ve spent on your content marketing campaign compared to the revenue you gained as a startup. While there are many formulas you can use depending on the distribution channels you’ve used and how big your campaign was, you can also “get a sense” of whether your strategy has failed or succeeded.
In short, here are the main marketing metrics you should track to measure your final results:
- The quality of your leads and prospects
- Number of sales (increased/decreased)
- Exposure to search engines like Google
- Overall audience engagement, and more.
Tools like Google Analytics and Facebook Ads Manager will also allow you to track social media ROI, website traffic and bounce rate, use acquisition rate, and much more. So, if you’re looking for more precise analysis, consider incorporating those as well.
Besides, it’s also great to track your employee performance which can be done with the help of special software like BambooHR, FactoHR, and similar others.
Hopefully, you enjoyed learning about startup content marketing strategies and getting acquainted with various ways to leverage them.
Now, as you’re familiar with the various ways, channels, and means you can use to grow your startup and its efficiency in the long term, it’s time to take action. Start by taking an empathetic approach to building your content marketing strategy, and you can build strong relationships with your first-time visitors and buyers.
Here are the most important key takeaways:
- Content can influence your startup branding, sales, and user acquisition strategies.
- Consistent and valuable content will bring long-term results and ensure success in your field.
- Make sure to track and measure results for discovering gaps and inefficiencies.
We’ve been helping various companies succeed in their content marketing as well as SEO campaigns. If you still feel hesitant about where you should begin, contact our team, and we will discuss your ideas.
James is an SEO consultant based in London. Working with clients around the world to get more traffic from search.