How startups can master the art of content creation

Takeaways from an interview with Jack Virag, Head of Content @ Statsig.

“Every founder thinks, ‘let’s give this content thing a try,’ and they either hire a single marketer or manage freelancers — which isn’t a comprehensive content program.”

Content marketing remains an elusive strategy for many startups, as founders grapple with how to invest in it and how to measure its effectiveness.

We sat down with Jack, an expert in the content creation field, to share insights on how startups can create a successful content strategy. Here are the top takeaways from our conversation:

1. The Underestimation of Content Marketing in Startups

Jack emphasized the common mistake of founders underinvesting in content marketing.

He observed that most new founders, unfamiliar with content marketing’s nuances, are hesitant to allocate significant resources to it.

“Every founder thinks, ‘let’s give this content thing a try,’ and they either hire a single marketer or manage freelancers — which isn’t a comprehensive content program,” Jack said.

2. The Power of Content in the Marketing Funnel

Discussing the bigger picture, Jack articulated content’s pivotal role throughout the marketing funnel.

Whether it’s drawing people in at the top of the funnel, piquing interest in the middle, or persuading a purchase at the funnel’s bottom, content holds immense sway. However, startups with limited reach must leverage events, social media, newsletters, and other distribution channels to enhance their content’s reach.

3. The Bias Against Content Effectiveness

Jack highlighted a prevailing bias: “Some might argue that a newsletter sent to a few subscribers generated more leads than content, making the newsletter superior. However, content might be the very reason people signed up for the newsletter.”

The tone and quality of your content not only influence brand perceptions but also the emotional connection users feel when they engage with your brand.

4. Personalizing Brand Identity through Content

Building on content’s emotional resonance, Jack emphasized its role in presenting a company’s human side.

“We want our users to recognize that we’re all human beings. From our data team to our console engineers, everyone contributes to our content program. This transparency provides users with a clear picture of who we really are,” Jack shared.

5. Authenticity Matters

Reflecting on Mark Zuckerberg’s public perception, YZ and Jack deliberated on the importance of authenticity.

YZ recalled, “Before joining Facebook, I had biases against Zuckerberg. But hearing him speak regularly changed my perspective.” Jack added humorously that while some perceive Zuckerberg as an “alien,” those who know him regard him as genuine.

6. The Challenge of Evaluating Content Success

When pondering over the ideal content creation process, Jack proposed an organic approach, placing quality over strict deadlines.

He also emphasized a content strategy that balances product-led growth with SEO. “It’s easy to design content for tangible products like sports equipment. However, for niche or new products, you must innovate, blending SEO with core product features,” Jack added.

7. Quantifying the ROI of Content

Addressing the perennial question of content’s ROI, Jack acknowledged the difficulty in communicating content’s qualitative benefits.

“It’s challenging to translate the emotional and trust-building aspects of content into concrete numbers,” Jack mused. Nevertheless, understanding these softer aspects and assessing whether your content truly delivers is crucial for a brand’s success.

Moving Forward

Mastering content marketing requires a mix of strategy, patience, and a keen focus on quality. As YZ aptly summarized, “It’s challenging to judge the ROI of content. However, with the right strategy and conviction, the benefits are immense.”

For startups and tech marketers alike, embracing content as more than just a marketing tool — but a bridge to connect, inform, and build trust with users.

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