Launching a brand new startup company is a difficult thing, even for the most disciplined and passionate entrepreneur. One of the toughest things about it is marketing the new company. After all, a brand like Coca Cola has decades of consumer goodwill and name recognition to fall back on; Google has everyday ubiquity to leverage. How do you market a company, though, when it’s only recently launched, when its name is unknown and its products or services still little-understood?
Content marketing is certainly an important part of the process. Since content marketing is all about educating, informing, and empowering consumers, it’s really a natural fit for startups: Content marketing allows you to educate your potential customers about what your brand is, and how your products or services can benefit them.
How to Do Content Marketing for a Startup
The question is, how can an entrepreneur—with a relatively packed schedule and a small budget—really take advantage of content marketing opportunities? Here are a few tips and best practices:
- Start now. Many new business owners feel like they need to wait to begin content marketing until their company has officially, formally launched. Actually, now is the time to start, regardless of where you are in the startup process. Even if you’re still in the earliest planning stages, put together a blog or an Instagram account, documenting—with text and/or pictures—the development of the company and its products. This will bring some humanity and relatability to what you’re doing, demystifying your new business.
- Build a blog. Again, this is something to do no matter where you are in the process. Hubspot statistics reveal that companies with a blog get twice as many inbound links, 50 percent more traffic, and 400 percent more indexed pages than companies without blogs. In other words, if you want to get your name out there, you must blog. Plus, a blog is ideal for providing insights into your new company and the industry into which you’re launching. Start building your authority and expertise from the earliest stages of business ownership!
- Curate! Even if you don’t have the time or resources available yet to create copious amounts of content, you can a least curate content, via a blog, Facebook account, or Twitter feed. Tap into some rich and informative industry resources and share relevant content with your users.
- Keep your followers and fans up to date. Send out regular e-mail newsletters to keep everyone who’s interested in your company abreast of the progress you’re making.
- Build social into the process. Once you start bringing in customers or making sales, integrate social media into the process. Include invitations to follow your Facebook page or sign up for the e-mail newsletter with every invoice or receipt.
- Listen. At the earliest juncture of your business, you can’t afford to neglect the thoughts or wishes of those who have shown an interest in your company. Keep them involved and engaged, offering surveys and asking them directly what kind of content they’d like to see.
Launching a brand new company is no easy thing—but strategic content marketing can help you get off to a strong start!
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