How can content marketing help satisfy a start-ups customer acquisition and quest for growth. Old sales tactics are declining and the push sales cycle can mean a new business is out of runway long before their business gets off the ground with revenue. The rapid change in buyer behaviour for both B2B and B2C means an unforgiving economic climate in which a start-up has to function. Thankfully, the meteoric rise of inbound marketing together with social selling has added a suite of new tools to the business sales and marketing toolkit.
While the sales and marketing field have been levelled they are also becoming more complex as buyers seek out useful and valuable vendors via quality content as they self educate like never before. So how can a start-up business win with content marketing and what does it stand to gain from it?
It begins with a plan
To develop a content marketing strategy, we must first understand the role of content in attracting the buyer in the digital economy. As buyers self educate online in both B2C and B2B markets they consume content as part of the buying journey. When we refer to “Content” we are referring to whitepapers, video, infographics, images, press releases, newsletters, help guides right through to thought leadership articles. Also, focus content themes and topics that match the interest of your “Ideal Customer Profiles” or “Buyer Personas”. When it comes to content curation do not consider content to be anything you find funny or amusing as you dive into the sea of digital content being published about your industry. Instead, think of content that adds value to customer or buyers journey, information that is useful and benefits the reader in some way. Start-ups who remember that content is bait and the better the content, the better the fish will have taken a big step towards getting their business moving forward. So ask yourself, “Who is your customer?” “What is their need?” and “How will you deliver on their need”. Now you can start to assemble a content marketing plan.
The first step as mentioned above is to define your target audience (ideal customer profile/buyer persona) in terms of Firmographics, demographics, age, occupation, habits, etc. Then, the start-up needs to plan who and from where will they create and source a steady stream of content for publishing. Next it is time to research what is their favourite social media platforms. This information allows us to define clear goals and social KPI’s. These may cover items such as content views, content downloads, traffic, blog visitors, total traffic, social reach and social engagement. Now the start-up can proceed with moving their plans from the drawing board into social media reality.
Put the start-up on the social media stage
We know from research that over 75% of B2B buyers seek business information online. Over 90% of consumers now consume content prior to making an online purchase. So it is no surprise to know that one of the greatest benefits of content marketing is increasing the exposure to potential customers whether it is locally, nationally or globally. That is why building a social brand and social reach through content is closely tied to the process of developing closer relations with the target audience, and getting to know each other. The ultimate goal of any content plan is to inform, educate, engage, inspire, and spark attention. This is no easy task as the work of attracting buyer’s attention has fierce competition. The best shot for a new business is to become a valuable information source with real insights and fresh, challenging points of view. Content blindness or overload can be avoided if the start-up can separate itself from the competition and rise above the noise generated by vanilla flavoured content.
Also it is important to avoid the pitfalls that go with content marketing. Don’t be tempted to write about product superiority and service excellence without social proof which may include influencer opinions or valid customer reviews. Do not overlook the value of visual content and videos. A whooping eight seven percent of the top posts on Facebook have pictures included, while it is thirty five percent on Twitter.
Another critical point is to convey the businesses personality and social purpose. Content should reflect the business culture and be used to plant seeds with targeted buyers on your beliefs and philosophy around serving customers. Finally, create a content sharing schedule so that the selected content must is posted regularly. Creating a calendar is paramount, as this enables start-ups to plan themes and topics to match buyer interests while scheduling posts ahead of time.
A content publishing engine room
Content creation falls into two main categories, “First click content” and “Second click content”. First click content is designed around the search engine optimisation (SEO) and driving traffic. It is heavily keyword focused with “Tips” “Guides” and “How to” type content the best themes to ensure sharing and thus getting the content at the forefront of search engine results page (SERP). Using content to build inbound links is one of the best marketing strategies there is, so ensure your content publishing engine knows what keywords to target.
Remember Google carefully monitors the content surrounding the anchor link (title, topic, theme, keywords) so it is vital that the quality of the content has to be top-drawer when doing link building. Other aspects of a content publishing plan are to monitor industry trends and new relevant keywords as to develop content or visuals. Identifying these elements can boost a business’s search ranking and drive more traffic.
While content marketing can be an inexpensive, yet highly effective lead generation method to reach ideal customer profiles, it does require investment in the production of the assets to be published. Create a content publishing engine that will help your start-up to attain a position of industry leader over a period of months. Sometimes if not often start-ups have little room for manoeuvre and must operate on a shoestring budget. So to make every Euro count, content marketing can have both short tailed and long tailed benefits by aligning all social media marketing to target buyers supported by quality, relevant content.
The runway is shorter than you think
A sense of paranoid can be healthy when launching a new business; one can live or die by their ability to quickly identify real wants and needs of buyers. The runway to getting the start-up of the ground maybe shorter than you think with more effort than you planned. This requires social selling with content, social media marketing, social reach and social engagement. To pull this off, the business must make the best use of content marketing strategies. Relevant, regular, appropriately themed quality content that engages the target audience to find you useful and valuable is the only way to make a name for the business quickly. If content is king, then badly written, irrelevant or copied articles, have little chance of becoming royalty. Always refer to the plan and only produce content that is tailored to the needs of the customers. It is about using content to be seen, be found, be useful and be valuable in the eyes and minds of buyers so the start-up can generate revenue sooner rather than later.