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How to succeed in the early days

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The entry barrier for content marketing is very low, which makes it faster and more cost-effective for startups to implement this proven marketing strategy than ever before.

But that’s how it is-the threshold is higher than ever.

Short blog posts without multimedia will no longer work. The expectations of your prospects and customers are rising.

In many categories, we see Winner takes all High-quality content wins the attention and click-through environment of most people. In fact, a study by Ahrefs showed that 90.63% All of the content received zero traffic from Google.

How does your start-up company overcome difficulties?

In this column, you will learn about content marketing campaign planning, how to be memorable on a small budget, and how startups measure the success of content marketing.

Throughout the process, content marketers from successful startups shared their skills and experiences to help you get the best results. let’s start.

How to plan content marketing activities for startups

You can do a million things: search engine optimization, public relations, social media…It can easily be overwhelming, expensive, and distracting.

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When the budget is small, don’t start all channels at once, or you may be distracted.

Try to balance long-term channels (SEO, social, podcast) Campaigns can get you the attention you need right away.

For example, a short-term event could be a promotion on Product Hunt, a feature on Hacker News or TechCrunch, or a speech on a podcast of an industry leader.

This contact allows you to understand the market, improve your information and create your first opportunity.

Whether you are planning a long-term event or a short-term plan, the following 4-point framework will help plan your content marketing strategy.

1. Goal

Before you start your campaign, you need Set your goals. This helps to adjust the team, communicate purpose, and measure progress and success.

Your goals will be broken down into your goals and measurable goals.

Your goal is your reason why, Or vision. The goal paints a bigger picture. Examples of marketing goals include:

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  • Raise the awareness of software founders through public relations activities.
  • Organize activities to establish relevant industry relationships.
  • Create a blog to drive organic traffic through SEO.

2. Goal

Your goals are measurable and quantifiable goals.You may also have heard of key results or Key Performance Indicators before. The goal should be so precise, whether you have achieved it or not, there is no doubt about it.

Examples of goals include:

  • Twenty press releases will be issued by the end of the third quarter.
  • At the end of the third quarter, two media dinners were held with major industry influencers.
  • According to our content pillars, 4 keyword-centric blog posts are published every month.

3. Message Delivery

Your message conveys the value and interests of the target audience. If you are planning an SEO or social media campaign, the target audience is your potential customers, potential customers, and customers.

Talk about the challenges they face and provide them with unique and useful solutions. Keep in mind that content marketing is educational and not strictly specific to the products your company sells.

If you are running a PR campaign, then your target audience is actually the journalist you want to work with. They are looking for an interesting new story to report; their needs may be different from your potential customers.

Ideally, your Messaging Will be highly relevant to the people in your target audience.

For each activity, consider their position in the cultivation funnel. For people who see your website for the first time, and for people who have received 10 emails, something meaningful may not make sense.

4. Promotion

Holly Perce From Casted (founded in 2019) explained: “More brands need to slow down the pace of content and focus on excellence in order to get the greatest value and return on investment and effort.

“Take webinars as an example. Marketers have invested a lot of work in creating these assets, promoting registration, and holding these events. Once webinars happen, most brands will put them on the website as “on-demand” assets. Let them collect dust.

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“Instead, take different insights from the webinar and turn it into written content. Cut out a small part of the webinar and post an edible clip to get people back to the content. Did the attendees have any questions? Turn it into blog, social, and even audio and video content. If the webinar is conversational in nature, consider creating an audio series that your audience can listen to while running. The list goes on.

You don’t have to have a large budget to develop an effective (and outstanding) content marketing strategy. Reuse, Repurpose and re-promote content, Especially the content that can resonate with the audience, should be the approach that every content marketer tends to adopt. “

3 factors to improve the efficiency of content marketing

In an environment with low barriers to entry but high barriers to entry, if you want to win content marketing through startups, there are some important things to consider:

  • Focus: Choose a limited number of channels and learn to do them very well.
  • quality: It takes time to become proficient. Don’t pay too much attention to the indicators in the first few weeks/months; focus on production quality.
  • consistency: Content marketing is a game of winning with compound effects. Stick to your channel and see exponential returns over time.

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Holly Pels said: “Because content can be the driving force for so many business areas, too many brands fall into the trap of thinking that more content equals better results. The reality is that more content usually means more content and more content. More cost and lower efficiency.”

Good content marketing makes you unforgettable

Ian Luck, CustomerGauge’s vice president of marketing (founded in 2007) said: “Early startups should focus on producing their unique listing information, and then find like-minded people to buy that information. Stay unique and gain a foothold in the market.”

The power of content marketing is to generate and capture demand. If your content reads like everyone else, you may get clicks-but no one will remember you.

Your brand and your voice are really important. They convert SEO or social clicks into potential fans or potential customers.

Matthew BlueThe marketing director of EduMe (founded in 2016) said: “Internal content resources are crucial. Writing is very instructive-you can read how interesting someone is in what they write. That’s why you need people to do their best Go, become a true brand guardian and truly embody (or shape) your tone.”

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Good content marketing is unique above all. Good content marketing makes you the top consideration when potential customers start the buying cycle.

A famous example is “Open blogAuthor: Buffer, where they shared the entire entrepreneurial journey including finance.

It is unique, takes a stand, and continues to bring them attention, clicks, and customers.

A recent example is a video series Winter Games Founded by the startup Wynter, which was established in 2020.

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Once a month, this online live event covers topics related to B2B marketing.

Content marketing for startups: how to achieve early success

Conversion kit Creator story Another great example, this is a blog series featuring artists, journalists and musicians.

ConvertKit also launched a new podcast in 2020 called The future belongs to the creator.

It is compelling, shareable, and connects Convert Kit to its target audience.

Content marketing for startups: how to achieve early successContent marketing for startups: how to achieve early success

Measuring the success of startups: a counter-intuitive approach

In the early days of a startup, content marketing is a powerful tool for testing your offer and building first relationships.

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Your goal should be to produce High-quality content And perfect your messaging and offers.

Allie Millman From Mulberry (founded in 2018) said: “Remember that the criteria for measuring the success of early content may not be page views, links or keyword rankings, but focus on getting market validation on ideas/topics.

“Over time, you will understand the role different types of content play in your marketing mix—what is needed for search engine optimization, nurturing, public relations, etc.—and then you can compare your success metrics to each Keep your goals consistent.”

Ian Luck added: “The advantage of startups over large, mature organizations is agility. Startups should focus on creating a community around their unique listing and market outlook—and then push 5 times the content as the closest competitor. To the market.”

After proficiency Produce high-quality content, You can spend more time tracking classic marketing metrics in more detail-search rankings, page views, conversion rates, revenue.

Content marketing concept with a small budget

Matthew Brew advises startups to be creative. He said: “Nothing is forbidden! From thinking of ways to make your employer brand stand out in social, to making them influential by reaching out to senior leaders. “

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Here are some ideas for content marketing ideas within a budget that can bring immediate results because they leverage platforms that already have an audience:

  • Appeared on industry podcasts.
  • Employer brand and employee advocacy.
  • Speak at the meeting.
  • Host or speak at the webinar.
  • Brand partners and Impactful event.
  • Create a co-branding industry report.
  • Join online communities (Facebook or LinkedIn groups, Slack, Whatsapp).
  • Launch activities on ProductHunt.
  • List transactions on AppSumo.
  • Create LinkedIn or Medium articles.
  • Run targeted outreach events (LinkedIn or email).

Generalize

Content marketing is a powerful tool for creating and capturing demand-that is, if you are very engaged and not distracted.

Instead of launching a large number of plans and channels at once, hone your focus. Choose some initiatives that can use existing audiences to get feedback and preliminary clues to quickly win.

Then, focus on the channels your ideal customer profile likes. Before dipping your toe into the next one, be really good at one.

Find a method that suits your unique position in the market and do it again!

More resources:

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Image Source

All screenshots taken by the author, June 2021

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