Why is content marketing a good solution for start-ups? First, according to a report by Demand Metric, the cost of content marketing is 62% lower than that of traditional marketing, while it generates three times more leads. Second, because it’s effective in reaching your business goal, and third, because start-ups are the kind of companies which are very flexible in fitting the realm of the social media, without which it would be hard to talk about content marketing in the first place. Would be a pity if they didn’t make use of it…
It’s worth reaching for content marketing tools even if your company has been on the market for just a few weeks, and if your company happens to be in any way related with innovation / technologies / Internet etc. it’s probably a must. Moreover, for this kind of companies it is a piece of cake. Why? I’m telling you right away.
One thing characteristic of start-ups is that they’re launched by young people (this generation was weaned on Internet) who are crazy about what they do and believe in the potential of their minds, intentions and way of acting. They’re enthusiastic, know their project /product /offer and talk talk about it for hours. As company founders they often have expert’s knowledge. So they won’t find it difficult to provide valuable content to a content marketing agency or they are able to write expert articles themselves and put them on the company blog, for instance. That’s how they can build their image, which in the case of a start-up without a well-founded market opinion about it is extremely important. Joe Pullizi speaks wisely about it in the book Ula Radzińska talked about on our blog – providing a practical six-step guide for building a company’s financial success based on a well-developed content marketing strategy.
The offer of start-up companies is often so innovative that it’s hardly understandable for people from outside; content marketing anables you to educate the market and your potential customers. Providing an interesting description of the idea for your start-up and how it can be used, you enable audience to get to know your company better and – most importantly – create a demand for your solutions.
A start-up often offers a technology that nobody else on the market can offer, and this is a great element to use in your content marketing strategy and to build competitive advantage. If it’s an IT company, for instance, you’re able to create your website/blog yourself – it’s about using the tool you as a start-up company already have to promote your firm without additional work or cost.
This was the case with Traffictrends online stores positioning company – it provides a tool for a free initial website audit. It looks good and provides basic information, and you get more information after filling out the contact form.
So, if you’re a start-up co-owner, sit down and think how to use content marketing to your advantage. And if you’re not sure how to get down to it, you’re welcome to contact us, because we have CM down cold.
Ps. Oversees start-ups that used content marketing to spread wings.
Blue Apron, an ingredient and delivery recipe service, grew 500% in 2015. What’s even more impressive is that they attribute that success to their content marketing strategies. Blue Apron wanted to get subscribers excited about recipes before they showed up at their door, creating a more satisfying product experience. To do this, they created educational, fun cooking content including recipe histories, cooking techniques, and kitchen timesavers. With this method, they have engaged over 1.7 million Facebook fans to date.
Beyond engaging a larger audience and creating a better experience, educational content allowed Blue Apron to form more meaningful relationships with their subscribers. They became the go-to source for anything kitchen related, building trust and loyalty among their customers.
The case of Design Pickle and its founder Russ Perry is equally interesting – they generated their first 1,200 customers solely by content. Design Pickle was created to make graphic design a more convenient and available service. They started a subscription service where subscribers could receive unlimited graphic design help for one easy, flat rate.
Perry’s launch strategy centered around employing guest blogging. Russ wrote blog posts on marketing and design and posted them on affiliate blogs. Inside each post, Russ was able to offer promotions and information about his services. With this strategy, Design Pickle was able to capture their first 1,200 customers. They have now served over 100,000 project requests!
When Mint launched its personal finance app in 2007, blogging wasn’t widely adopted by companies. And if they did adopt it, they weren’t blogging often. Mint created the MintLife blog and steadily produced finance tips, videos, and news roundups. This gave Mint a competitive edge and allowed them to rank on search engines ahead of market leaders. And here’s the best part – this all happened before the launch of their product. With this strategy, they were able to have 20,000 subscribers before releasing their application. This allowed them to drive substantial traffic to the app on launch day. By 2009, Mint would be purchased by Intuit for $170 million. An achievement partially credited to their content strategy.