Launching your startup and creating a marketing strategy will rely heavily on content promotion. Due to lack of resources, experience and connections (you probably won’t have many email subscribers or followers on social media), one of the best ways to get the attention of potential consumers is by producing high-quality content.
Producing good content is hard, if you’ve never done it before you’ll certainly have a few questions on your mind:
- Where do I start?
- How do I write any kind of content?
- How can I check if my content will bring results?
- What length should my content be?
- What topics are hot right now?
- Should I use keywords or just focus on the quality my content?
These questions can overwhelm and getting caught up in what you do not know can be unproductive. We put together some steps to run through to put you on the right track.
1. Always start with a strategy
Before you start writing and promotional activities, you need to understand the behavior, likes, challenges, and preferences of your audience. Only then you can start delivering articles, posts, videos, and other types of content that will not only get their attention, but sustain it. There are so many ways to research your audience.
2. Tell a story
When writing the story for your startup, you need to find your voice. Developing a consistent voice to use across your content turns your company into a reliable narrator.
Start your story by explaining why you started the company, how you developed your product or service, and what principles and values are important to your vision.
Putting your foundation myth down on paper (or blog) will help your supporters understand your struggles, your goals, and the ingenious ways you and your team have developed solutions. Starting a dialogue with customers and appreciators helps build a relationship- from there you can get to know more about who they are and what they want and adapt to their interests, level of understanding, attitudes, and beliefs about your company or industry.
3. SEO & Keyword planning are more important than you think
Content creation has one main goal: to bring potential customers to your website. You can do this by promoting your content or publication via social media, but that won’t be enough to rank your website higher in a search engine.
Producing good content and embedding the right keywords in your content will double your benefits:
- Focused content that answers questions will engage readers and enhance your reputation
- Search engines will direct an increased number of visitors to your site
4. Create visual content too
Writing great content probably won’t be enough. Instead of text-only posts, include visually rich content with illustrations, photos, or infographics. Visual content can drive home a point, reinforce branding, and retain attention longer.
Here’s an example of content we created in the past to accompany our website blog post.
5. Choose the most effective format and the best medium
There are a variety of options you can choose to share your content on. You can write blog posts. If you are very ambitious you can author an e-book. Savvy with design and visuals? Create infographics or a video. Jump on a podcast or start your own. And, of course tap into social media to disseminate your content.
Depending on the audience you want to reach you will consider some of the following as your ideal outlet: Facebook, Twitter, Instagram, Medium, Tumblr, Snapchat, Google+, LinkedIn, Quora, Reddit… the list goes on and on.
Only research and trial and error and analytics will help you figure out which platforms and which content will be most successful for you!
6. Establish KPIs and measure your results (and your progress!)
Establishing KPIs will help ensure that your content strategy is bringing you clear results. KPIs might include: increase in revenue, sales, or traffic to your website. It’s your job to define the goals before starting your content strategy (these goals might and should change over time and that’s okay, it’s important to be flexible and stay on top of what is realistic).
Measuring your results through analytics will allow you to check if you’ve reached your KPIs. It’s a crucial step in achieving an efficient content strategy (even though it might be the most fun).
If you’re preparing for a big pitch and need some help with the script and presentation, get in touch with us at G3 Partners.