10 Benefits of Consistent, High-Quality Content Marketing for Startups
New companies must make considerable efforts to advertise themselves and attract potential customers. As an additional obstacle, many startups generally have a limited budget. The wisest thing to do in these cases is to opt to create a strategy for content marketing for startups.
You’ve probably heard that quality content is extremely effective in increasing a brand’s visibility. And this is true, but it is only one of its many attributes. Below we explain how a startup can benefit from a consistent, quality content marketing plan.
1. It is profitable and effective
When starting a business, managing resources wisely is a primary concern. In this regard, you will be pleased to know that content marketing for startups is more cost-effective than traditional alternatives. Some specialists claim that it can be up to 62% cheaper. To illustrate this, we have compiled some information on estimated costs.
In 2019, the Holmes Report noted that PR budgets were on the rise. Although there was a 13% drop at the time, investments had returned to previous levels by the end of 2021. We are talking about almost 5 billion dollars. It is evident that the bulk of this market is represented by large corporations, but even SMEs have to pay high fees to access these services.
Of course, the total rates can fluctuate depending on the country you are in as well as the scope of the PR plan and the activities contracted. In the United States, for example, a PR professional’s fee ranges from $100 to $500 per hour. As a result, average monthly rates range from $3,000 to $5,000.
Content marketing for startups requires a much more modest investment, discounting the fact that you might be tempted to do it yourself. We will not expand on this point now, but we warn you that it is not a good idea.
Hiring a professional content production service is much more economical. Fees for writing a blog post, for example, can be around $100 or $150 per post. Since content marketing for startups is very flexible, arrangements can be made to fit your budget.
Although money is an important issue, it is not the only criterion to consider. First and foremost, content marketing for startups needs to be effective. Several studies have shown that it is an effective strategy to present your business and attract potential customers. In fact, some claim that its conversion rate is three times higher than that of traditional marketing.
On top of that, content marketing for startups is easy to execute and can deliver tangible results in a short time. No wonder it is the marketing strategy of choice for 9 out of 10 startups.
2. Maximizes brand presence
Young companies, in particular, need to go the extra mile to market themselves to gain potential customers. No matter how good your product or service is, it will not be successful if you cannot reach your target audience. We often see cases of brands that get off to a great start but leave the task half done. They overlook the fact that it is necessary to have constant visibility in order to remain present in the minds of consumers.
Content marketing for startups helps you create a strategy so that you can communicate consistently with your audience. You will be able to reinforce your messages and help your customers move through the sales funnel.
Remember that it is not enough to be noticed, your brand needs the public to become familiar with it. Beyond recognizing your logo, you need to be aware of your value proposition and how it fits their need.
Content marketing for startups is particularly effective in forging and nurturing these relationships. When a target audience can recognize your brand and identify your differentiating attributes, they are much more likely to become a customer.
3. Attracts the audience
Content marketing for startups places special emphasis on the audience. At the end of the day, it is an indispensable factor in the sales equation. It is the starting point for lead generation. If your brand fails to capture the attention of your target audience, you won’t be able to get your business off the ground.
Keep in mind that the value of a customer is not limited to the sales transaction. It is their amplification potential. A satisfied consumer, or an individual in your audience persuaded by your message, can help you accelerate brand awareness.
That’s why it’s crucial that the content marketing for startups clearly defines who is being targeted. Familiarity with the demographics of your audience is essential to create content pieces that address their interests and values. You should also be able to identify the media they usually use and their digital consumption habits.
The content marketing activities for your startup should be in tune with your audience’s preferences. You must go where they are and present your message in the format that is most appealing to them. This could be a blog post or an infographic. Perhaps you could deliver your content and explain your product and services with a video.
The more you know your audience, the more irresistible your content pieces can become. Communication is a cyclical process that feeds on the responses of your audience. Applying content marketing for startups will help you to connect with the needs and wants of your potential customers. Moreover, you can modify information from these interactions to produce new content pieces that will encourage them to keep an eye on your brand.
For a startup, content marketing is doubly effective. It will help you reach your potential customers, and, at the same time, it will help you understand their motivations and get to know them better.
4. Builds trust and credibility
Content marketing for startups gives you the opportunity to establish your credibility and gain the trust of your audience. When you provide quality content, you are laying the groundwork for building a lasting relationship with your target audience.
Whenever you provide useful data that goes beyond a mere sales pitch, your message is perceived as credible and casual. People value this and reward it with their trust. Your brand reputation will benefit, and, sooner rather than later, this will have an impact on sales.
In addition, it seems to be a good time for content marketing for startups. At least, that’s what can be inferred from the results of Edelman’s 2021 Trust Barometer. In the face of the discrediting of traditional media, customers consider the content offered by brands to be truthful and of quality. In other words, companies are considered reliable sources of information.
5. Generates loyalty
Content marketing for startups is so powerful that it can even make people who are not part of your audience develop an attachment to your brand. At first glance, this may seem insignificant, as what really matters is how many sales you generate, right? Yes and no. Acquiring an enthusiastic audience for your brand is always beneficial, even if they don’t become actual customers.
By nature, humans are curious and social beings. We all want to know the latest news and also be the first to share it. This is clearly explained in Maslow’s theory of human motivation. In his hierarchy of needs pyramid, the need for recognition resides in the uppermost position. This is related to reputation, fame and respect of others. At the same time, this impacts self-concept and self-esteem. To satisfy these needs, we often withhold information that we consider valuable, even though it may not be useful to ourselves.
For example, we can form an opinion about a toy brand and feel a certain affinity after seeing its publications on social networks. We’re probably not the target audience, but we wouldn’t hesitate to talk about it with family or friends with young children. Unintentionally, we are acting as ambassadors for that brand. We have connected with their values as a result of content marketing for startups.
This demonstrates that it is not necessary for a person to buy your product or service in order to recommend it. This exponentially expands the reach of your message. It is an excellent strategy to establish emotional connections with the audience.
However, it is important to remember that to achieve these results, your content must be authentic and provide real value. Be sure to provide useful and attractive information capable of generating conversations. Consider that content marketing for startups can become the link between your products and your audience.
6. Establishes your authority and expertise
A very effective tactic of content marketing for startups is to educate consumers. Every time you share knowledge about your industry or help your audience solve a problem, you are building authority. By positioning yourself as an expert in your niche, you will gain the trust of your potential customers. That’s great because this raises the relevance and credibility of your messages. In fact, your brand could become a market benchmark.
Of course, this is flattering, but how will it impact your business? More than you think! Content marketing for startups helps your audience by presenting them with solutions. The logical consequence of this is an increase in the conversion rate. At the end of the day, we all prefer to partner with anyone who demonstrates expertise and experience.
It sounds simple, doesn’t it? It is, but it requires quality content. Don’t forget that your competitors are probably doing the same. You need to stand out with timely and valuable information. Explain to your audience what makes your brand unique and provide answers to their needs. But also be prepared to make a long-term commitment. Authority is not built in a day or with a few content pieces. It is a slow process that requires perseverance and patience.
7. Contributes to SEO positioning
Brands that build online authority rank better in search results. This amplifies the chances of increasing traffic to your website. It goes without saying that this maximizes your chances of attaining new customers. It’s like purchasing a lot of tickets for a raffle.
On the other hand, consider using the pillar model in your startup content marketing strategy. This will not only boost your site’s search rankings but also increase your visibility. By covering different aspects of the same topic, you will be able to offer a wide range of content pieces and link these to more precise and focused content. You will reach your target audience wherever they are and with the information they need.
Do not underestimate the power of social networks either. Integrate them into your startup content marketing strategy. Remember that the more pieces you produce, the more chances you will have to connect with your audience. This also increases your chances of transcending the limits of your own publications. Consumers could use the information your brand generates to share and comment on it in their own networks.
8. Helps startups attract and retain top talent
This is perhaps one of the least known effects of content marketing for startups. However, in today’s environment, this can be very significant. Many emerging companies face the challenge of attracting and retaining the most talented people. They must compete with other players in their industry who are more established or who can offer better rewards.
However, just as content marketing for startups can attract and excite your audience, it can also dazzle your potential employees. Allow your pieces to demonstrate why your company is a great place to work. You can employ many different tactics to achieve this:
- Emphasize the history of your company or its founders
- Position yourself as an innovator within your industry
- Highlight your organization’s culture
- Rely on the testimonials of your employees, clients, etc.
All are valid initiatives and are not mutually exclusive. Whether you use one or the other will depend on the availability of resources and the characteristics of your company. However, the company should consider expanding its area of influence. Limiting posts to the company’s website or blog may not be sufficient.
Explore the possibility of distributing content through relevant sites or publications in your industry. Check your company’s online reviews and make sure you make a good impression.
In any case, remember that content marketing for startups will not replace your Human Resources department. The idea is to complement it and make it easier for you to attract the best candidates.
9. Facilitates customer retention
There is little point in attracting customers if you are not able to retain them. It is well known that the acquisition cost is much higher than the retention cost although sometimes the revenue generated by these customers does not offset the cost of retention. It is a delicate balance that has a major impact on the profitability of the business.
By virtue of its low cost and flexibility, content marketing for startups can help you balance the scales. To retain your customers, you must continue to provide value even after the sale. Keep that relationship alive by offering content tailored to the different stages of the sales funnel.
The hope is that, after some time, your customer will make a new transaction. Since they already know you and were satisfied with the interaction, they are likely to repeat their purchase or try another product from your company. Likewise, this is an opportunity to help you build a positive reputation and gain a customer who may refer others to your brand.
10. Boosts the growth of your startup
Statistics show that a well-focused content marketing strategy for startups can increase revenue by up to 20%. There are many reasons for these results.
In some cases, the expanded geographic reach that content marketing for startups establishes creates revenue. Valuable content knows no boundaries. It doesn’t matter whether your audience is hundreds or thousands of miles away. Your message can reach your potential customers wherever they are.
Another beneficial feature of content marketing for startups is that it improves ROI. The investment you make in producing and distributing your content pieces will pay for itself many times over with conversions.
These are just two of the ways content marketing can help your startup get off the ground. But they are quite convincing and powerful.
At this point, you may be wondering where to start. The benefits of content marketing for startups are unquestionable. But, as we have mentioned, they require consistency and commitment. Generating quality pieces on a regular basis calls for dedication and experience. Most startups generally do not place enough emphasis on these.
Yet, this is no excuse to forgo the benefits of content marketing. There are content creation services specialized in supporting startups. Not only do they relieve you of this workload, but they will help you get off to a good start in this domain. They have the expertise to create effective, influential and targeted messages with high resonance. Delegating these tasks to them could become your best investment.