What really is the prime target of a startup? To reach out to people and make its presence known perhaps? Yes, it is.
Once upon a long time, startups used to worship traditional advertising for that, heart and soul. Then came the Internet. With it, content marketing became all about creating content and hyping it via blogs, articles, news, e-books, online brochures, videos, podcast and the most powerful of all – social media.
But, the question still remains – Why this undying need of content marketing for startups?
Basically, the concept for a startup is to start somewhere. Today, that ‘somewhere’ is the Internet. But, the story of every new business isn’t always a boom and blast. Earning fame takes time. Making a name takes even longer. And you do it bit by bit with a pinch of Content Marketing added every time. You create relevant content, take it to your target audience and tell them that you exist. Linkbait, it is, as popularized by the SEO guys.
This is called boosting ‘brand awareness’ and promoting ‘client engagement.’
So, where one’s headed?
One, as said earlier, toward brand awareness and equity: A potential client googles about you to find out what makes you unique. You need to have crisp, clear content, organized in a pleasant way to please him, don’t you?
Second, toward engaging people for a strong client base: Yes, you need a strong foothold to taste success. Well-molded content encourages more and more clients to come on board. When I say ‘well-molded content’ what I mean is more storytelling about the usefulness of your brand and products and less blabbering of how wonderful it is. People prefer practical problem solving to hypothetical ‘may-be’s.
Next, you are moving toward cost-effectiveness: Your content online shall be live for a lifetime. Traditional advertising, on the other hand, soon fades away. Content Marketing’s a cost cutting way in many ways.
And then, your brand goes global: Because the Internet is a global thing, Content Marketing for a startup makes its presence marked all over the world, moving out of the barriers of local restrictions of traditional advertising.
Another reason to do it – everyone else is doing it: Your competitors and those who are into this field for so long, have already used Content Marketing and seen its results. I see no reason why you shouldn’t. It’s healthy.
Of course, for startups, Content Marketing shall be more of a trial and error thing at first. But then, the start has to be started somewhere. And because it’s a digital world out there, only Content Marketing can make it huge.