It’s no secret that startups need to market themselves harder and faster than established brands. After all, it’s easier to sell products and services when people are actually aware your business exists. You may have the coolest office, flexible working hours and an idea that makes Facebook seem like the elderly relative who overuses the phrase “Back in my day”. But all that means nothing if no one has even heard of you.
When you launch a startup, one of the biggest and most important investments you need to make is in marketing. But if your marketing strategy doesn’t include content marketing, you may as well spend that money on retrenchment packages for your five employees. Now, that may seem harsh, and it is, but it’s a harsh world for startups and you’ll need to get tough if you want to survive. And if you’re going to survive, you’re going to need to compete. And, in 2018, you’re not even in the game if you’re not making use of content marketing.
Let me convince you with these three reasons why your startup needs content marketing.
Consumers only trust what they can Google
The difference between a small business and a startup is that the latter is characterised by the ambition to grow and do so at a rapid rate. However, you’re not going to succeed at this unless you have the buy-in of the perfect consumer generation that is the “millennials” and their younger counterparts, Gen Z. And we all know that these youngsters are hooked on their smartphones and addicted to the internet. There is no way they’re going to trust a brand they can’t Google.
If your website is on the second page of search engine results, you may as well take out an ad in the newspaper. Nobody clicks that “next” button unless they’re really committed to stalking their ex’s new bae. And if you want to rank on that coveted first page, you’re going to need a good SEO agency in Cape Town that knows a thing or two about content marketing.
It’s the easiest way to define your brand identity immediately
Your website is more than just a way for potential consumers to look up your prices, it’s a way for people to figure out who you are. In the golden age of ethical consumerism, your target market wants to know who you are and what you stand for. They want to know that they’re supporting a brand they can trust. By using your website, you can let your potential customers know that, yes, you do share their values.
Let your site speak directly to your target audience and connect with them on a personal level. Offer them the information they want upfront and then give them a reason to believe. Most of all, use your website as a way to not only establish your brand identity but cement your brand positioning from the word go.
Your startup needs a voice if it wants to be heard
A cleverly-optimised “about us” page is a great place to start. However, your content marketing efforts cannot begin and end there. A stagnant website will quickly go stale. Your brand identity should develop as you make your mark in the industry and the best way to do this is through content marketing. Your blog page is your platform to speak directly to your consumers and engage with them. It’s a way for your brand to be heard and to establish itself as having something to say within your particular industry. Use this wisely by commenting on current industry news, giving your consumers valuable advice and, of course, answering the questions your target audience is typing into Google.
However, your voice should not only live on your domain, you need to create external content as well. Thought leadership posts, guest blogging, podcasting and, well, we’re not going to give away our secrets, but you get the point, right?
Content marketing is essential if you want your startup to survive and thrive in a competitive world. Your product or service may be The Next Big Thing, but consumers are going to need to know that your brand exists first. And then they’re going to need to like it.