Content is King: Why Content Marketing Still Matters For Startups

Is there any question that content marketing is ridiculously important? In the age of short attention spans and mass media, you may be wondering if content still matters – if quality matters more than quantity, and if you’d be better off investing time in developing in a louder message instead of a more meaningful one. For startups that I work with in my bootstrapped coaching program, content is often overlooked in the early stages because it’s a slow-burn strategy. It takes a ton of time to get off the ground, but it can pay dividends for years to come. 


In the beginning, it’s fair to skip content marketing for things that will drive earlier, faster traction. Not to mention the amount of competition and noise. Consumers face a constant influx of sound bites, offers, and virtual shouting like never before. According to Forbes, “Digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day.” Because of this, staying relevant and being heard in this climate of quick turn-over means developing deeper relationships with your customers, and the key to doing so lies in creating great content. That means putting the customer first and investing time and money into giving them better information, video, articles, etc. with more value than any other brand. 


Since 2016, nearly 90 percent of B2B and B2C companies had incorporated content marketing into their overall customer acquisition strategy, and the number has only increased since then. So, if you’re not leveraging content in your marketing strategy already, you’re getting left in the dust. Here are a few reasons why content is still king, and some tips on how to leverage it to improve the success of your campaigns: Content Builds Your Brand Developing a strong brand is critical to stand out into today’s marketplace. In a sea of competition, it’s important to find your voice and to amplify it enough to stand out from the crowd. To do so, create compelling, immersive and consistent high-quality content across all touchpoints. Today, customers do a lot more brand research than you’d think, and most consumers engage in some form of comparative analysis. As a result, you’ll want to ensure your brand differentiators are clear and that your message captures the attention of your target audience. Be sure to provide valuable and engaging information across a variety of channels to stay top-of-mind. Content Increases Traffic to Your Website Organic search marketing, and search engine optimization (SEO), ensures your Website stays on your audience’s radar. 


SEO is an integral part of marketing and should work in tandem with your content development strategy. By creating content around keyword terms and long-tail keyword phrases related to your products and solutions, you can increase your brand’s visibility and pull leads into your marketing funnel. Moreover, by providing a wealth of helpful information related to your product or service, you establish yourself, and your brand, as a thought leader in your industry, which further helps develop trust and nurture loyalty. Content Develops Stronger Customer Relationships Successful marketing professionals know that adopting a customer-centric marketing strategy is more valuable than a product-centric one. These days, buyers have high expectations of brands: as they’re bombarded with purchasing options and inundated with offers, they understand their value and in turn, want to be valued by brands. As a result, it’s important to stay highly relevant to your audience and precise in your messaging.  Developing a comprehensive marketing strategy, with content marketing as a central focus, helps you deliver timely, meaningful content that will resonate with your audience at every stage of the buyer’s journey, develop trust, and nurture customer relationships for long-lasting brand loyalty. … 


Another thing to realize is that content isn’t just blog posts and writing. EVERYTHING is content and for an early-stage startup content needs to be recycled and reused for maximum effectiveness and ROI. So think about everything you do as content, podcast interviews, social media posts, PR articles, newsletters, influencer posts and more.


EVERYTHING is content. Say it again with me.


Want to learn more about content marketing? Buy my latest book that has an entire chapter filled with Content Marketing hacks.


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