It’s not a bird, it’s not a plane, it’s marketing Superman! Why content marketing has unique benefits for startups, and how to use them.

YEET MAGAZINE APR 9, 2021

If you’re a startup founder, you’ve probably heard of content marketing. It’s everywhere and yet, it’s not a bird (AKA direct sales), it’s not a plane (ads), and it’s definitely not Superman.

Although it can be.

Content marketing works great for most businesses, but it works best for startups. The only trick is in doing it right, and executing your strategy in a way that lets you see the benefits immediately.

Starting from why you need it to tricks for promotion, let’s see how content marketing can help your startup grow — starting today.

Why does my startup need content marketing?

As a startup, your business is in the best possible position to use content marketing.

You’re already innovative, you already know what your customers need. Your product shows it, and that’s exactly why it’s important that your brand shows it, too.

I could wax poetic about the importance of brand awareness all day, but the fact is that it’s different to buy from a brand you know, and which provides you value — unlike a brand who’s just a means to an end.

When a customer buys from a startup who’s already given them a lot of value (be it through YouTube videos or articles related to your industry), that strengthens trust. It builds relationships that in turn, generate even more sales down the line.

Direct marketing drives sales right now. But when your ad campaign is done, you need a way to build relationships that will keep the sales coming for a long time. That’s where content marketing jumps in.

(It doesn’t hurt that it’s also very affordable.)

To put it simply: you need content marketing because you want your startup to last. You don’t want to sway in the wind of market changes or depend on expensive PPC ad campaigns.

You want your customers to know who you are, and always happily do business with you.

What are the content formats?

Generally, what’s meant by “content” in content marketing is:

  • Articles and blog posts
  • News
  • How-to guides, case studies and white papers
  • Videos
  • Ebooks and PDFs
  • Email newsletters
  • Infographics and photos
  • Podcasts

If it looks and smells like content, it’s content.

The main perk is that is captures long-term attention and stimulates engagement. Convincing is much easier when a (potential) customer is already committed to reading your article or watching your video.

Tweets are great but there’s a 280-character limit and chances are everyone just wants to see memes.

The content format you should use depends on your industry.

Ask yourself what kind of content you are interested in.

After that, it’s audience research time. What content format does your audience prefer? For example, case studies and how-to guides are great for entrepreneurs since we’re stretched thin between running our businesses and learning how to do it better.

We want info, and we want it fast.

For other audiences, photos and videos are number 1. Fashion is one of those industries, so focus on visual formats. Infographics work best for (data) science and research.

When choosing the format, take production costs into consideration. You can always experiment with different formats. At the beginning, focus on the formats that will bring you the most bang for your buck.

No matter the type of content you choose, there are a few sure-fire ways you can use it to promote your startup:

Format #1: Articles, blog posts and written content

Definitely among the best content formats you can start with.

Why?

  • They show your expertise (and your personality), helping you establish your startup on the market
  • They show you understand your audience and their issues
  • They are very affordable (SEO, if properly implemented, is a wonder)

For example, marketing agencies who publish case studies attract more clients. Portfolio with statistics is great, but customers love tangible proof.

Once again, content marketing works better for startups.

You’re presenting an innovation and by publishing content, you show your audience that you understand their pain points. Your production came from understanding what the customers need, so the natural conclusion is that your product is optimized to satisfy their needs.

For example, a startup targeting travelers might want to post tips for finding the best accommodation when travelling, or travel guides.

Content marketing doesn’t only help your customers.

It helps you reach them, build a relationship and convert them from potential customers to bona-fide customers. All in the span of one article.

All you have to do is make sure your content is useful, interesting and SEO-optimized. If you’re short on time, it’s best to leave that to writers who know exactly what your audience needs to read.

Format #2: Videos

According to Hubspot’s research, we watch 1.5 hours of video content every day.

Customers love it; it’s quick, easy and entertaining. If you want to explain your product quickly, you want to do it with a video.

Plus, the share rates are very high: 83% of customers would share the video if they like the content. Of course, this goes for content that’s not directly promotional.

Content marketing is really a roundabout way to sprinkle value on your customers, and motivate them to buy your product because they trust you.

That’s why it’s important to center your content marketing strategy around the topics your audience enjoys.

Keep in mind that the production costs are higher for video content marketing and it’s time-consuming.

However, you can try vlogging. Talking face-to-face (or, well, face-to-screen) to your audience is a great way to personalize your startup’s brand.

Format #3: Resources

The appeal of content marketing for the customer is that it’s free.

With content marketing, customers get a lot of value for $0.00, which poses the question: if I get this much value free, what wonders could I get if I pay?

The only rule is: if your audience is there, you should promote there.

Choose content marketing if:

  • You want to lower advertising costs
  • You want to start a conversation with your audience and keep up with trends
  • You want inbound marketing form that attracts your customers with free value, helping them trust your startup enough to financially invest in your product

And if you need content writen, YEET MAGAZINE will always be there.

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