Content Marketing Tips for Startups In India
I love startups.
There is something extraordinarily romantic about dreaming to achieve big. The zeal, the never-say-die, the resourcefulness, everything. Every bit of it.
Content marketing strategy is a huge part of the startup culture. How else are you going to get into the customers’ head? It’s effective, inexpensive and controllable.
So, how do you make it work for you? Let’s start with why you should even bother.
The Whys of Content Writing and Marketing
Why would any business invest in an activity that takes time and considerable resources?
According to Demand Metric, content marketing generates 3 times leads at 62% lower cost when compared to traditional marketing activities. Since money is a huge factor for companies competing against the industry giants, writing and promoting quality content is a no-brainer.
Need more reasons?
As per a research conducted by Custom Content Council, more than 72% marketers rate content over paid magazine advertisements. The respondents even rated branded content over PR and direct emailers.
Moreover, generating fresh content comes with benefits of search engine rankings, increased page views and brand exposure. And that’s exactly why every startup has a content marketing strategy for 2017 and you should too.
Content Marketing Tips for Startups in 2017
Everyone is talking about creating viral content, writing awesome blog posts, info-graphs, eBooks and a thousand other things. But, most of them do not have a plan.
There hasn’t been so much content in the history. Frankly, most of it is ‘just there’. If you want to create content for the sake of it. Go ahead. It won’t work because a dozen other companies in your city are doing the exact same thing.
Here are the tips that will help your brand excel.
Create awesome stories
Are you writing to please the search engine lord ‘Google’? Great. It will only love you once everyone else loves you.
It’s blunt. Nobody cares about the how-to guides, case studies, or your award announcements. They will not read it unless it concerns them or their problems.
That’s what Steve Jobs was so good at. Do you remember the iPod launch back in 2007? He rehearsed, no, he orchestrated the presentation to perfection until it fit in a narrative.
1000 songs in your pocket. I’d listen to that story anytime. I had a problem, Steve offered to solve it and he intrigued me into the solution. He always did.
It doesn’t matter if you are speaking or writing. People love to listen to a great story.
That is exactly what good brands offer. They weave a narrative around the audience’s problem and ensure that they are hooked from the beginning.
Invest in a monthly calendar
You cannot create content on whims. It worked a few years back but 2016 saw a sharp increase in number of business blogs and hence content on the internet.
There is huge competition and unless you plan it is easy to lose focus.
I prefer a monthly calendar maintained separately for content writing, content curation and content distribution. These calendars have detailed plans on what to write, what to syndicate and how to promote posts. Here’s a sneak peek.
Make a similar calendar. Focus on goals your startup wants to achieve through content marketing. For the first month, it will seem to take up considerable time but it is worthwhile especially if you want to track ROI or to find out which topics work better for your business.
Write down the audience persona
I know my audience. After all, that is why startups build products to help them.
Believe me, it’s a lot trickier than that. It is easier to know about your audience in the head but transferring the exact information to your team is difficult. The entire marketing team should know about the person they are going after and it starts with writing down the persona.
Sit down. Think about what he or she is. What is their age? What do they do in the morning? Where do they work? What apps do they use? What problems do they face? Will they like your brand or your content?
Think about every little detail and write it down on the paper. Edit it out.
Once the points are clear, present it to the team and get their feedback. Hubspot has some great insights on how to do it.
This little technique can do wonders for startups going ninja with content marketing. It will influence the strategy and eventually how the writers, social media managers and SEO experts approach their tasks.
Content writing isn’t enough
Most startups create engaging content pieces and still fail to get traffic or leads through it.
Generating good content is only half of the job, it still needs presentation and distribution. An average user comes across seven pieces of long-form content in India. How do you ensure that they read yours?
Engaging Headlines: Most readers decide to read an article based on its headline. It is critical to keep experimenting and collecting analytics with each release. Headline Analyzer is a good tool to start with.
Proper Formatting: Nothing irritates a visitor more than improper editing. Unnecessary bolds, italics, and large font sizes are your biggest enemies.
Visual Content: Many startup owners confuse content with articles or text. Digital content is anything consumed by the visitor. It includes images, videos, lists, tables, and everything else you create. Ensure that there is a good mix of it all.
Loading Time: In the last month, I have seen at least a dozen sites that have excellent content but they load in more than 10 seconds. Startup content marketing cannot afford that. Make the blog and site load faster. Test out the speed ratings at Google PageSpeed Insights.
In 2017, dozens of startups content marketing strategy tips will be published. However, I’d advise you to start with s strong foundation and then experiment with other things. Focus on creating good stories, ensure that they are presented neatly and work on promotion diligently to succeed.