When Your High-Growth Startup Should Become a Content Marketing Engine
By: Elena Kalodner-Martin and Kendall Leon
Launching a startup can be an exciting time, but it can also be challenging. Between conducting market research, building and validating your solution, securing funds, and developing a relationship with your customers, it can be difficult to know where to focus your energy and time. However, at the heart of all of these goals is a need for clear, market-informed, and targeted messaging.
What is content marketing?
Content marketing is a holistic messaging approach to connecting with your client base. Strong content marketing begins when you have a clear sense of your target audience’s needs, goals, and pain points. From there, your company can use targeted messaging to pitch your innovative solutions and services. Over time, content marketing leads to customer loyalty, increased sales, and brand recognition.
When should my company invest in content marketing?
If you’re wondering when your high-growth startup should become a content marketing engine, any of the following may be your sign.
- You’re pitching to investors. Investor pitch decks need to quickly tell the near-term strategy and long-term potential of your company. By getting the messaging right about your company’s goals and early successes, you increase the chance of securing seed and series round funds.
- You just landed a Series round. If your funds are locked and you’re positioned to scale, it’s time to ensure you’re nailing message-market fit. By incorporating insights about your company’s value, uniqueness, and perspective, message-market fit expresses the value of your company in a way that resonates with your audience’s goals and needs.
- You’re trying to figure out where you fit in the competitive landscape. Your startup’s messaging success begins with a solid understanding of what your competitors are saying to the same customers. To do this, you need a robust understanding of your company’s values and solution. You then need to create a unique plan for communicating with customers that will help set you apart from other key players.
- You’re knee-deep in product development. It may seem counterintuitive, but it’s definitely possible to build the ship while you’re sailing. In other words, content strategy and creation can happen while you’re ironing out technical details about your solution. Conducting persona research (such as through literature reviews and competitor landscape analyses) and crafting message-market fit can help your company not only identify your messaging needs and goals, but additionally differentiate and refine products.
If any of these key transition moments apply – or if they’re in the next stages for your company’s growth – content development and marketing can help you achieve a smoother process and more successful outcomes. Getting the messaging right can help you at every stage of a startup’s launch or evolution.
Untold Content helps you take your company’s messaging to the next level. We amplify innovative work by building robust communication plans and content strategy. By learning more about your business and your goals, we help companies develop content marketing materials that resonate with target audiences.
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