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The Case for Content Marketing for Startups (Part 1)

When getting a new business off the ground, oftentimes marketing gets pushed to the back-burner in favour of development, research, or sales. And that’s OK, because I’m here to tell you that you can boost your brand and get in front of customers without having to spend a dime.

No, it’s not magic… it’s content marketing!

Content Marketing. [kənˈtent ˈmɑrkətɪŋ] noun.

“Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.” – Content Marketing Institute

Content marketing dates way back to 1895 when John Deere created a magazine called The Furrow, which was put in the hands of farming communities free of cost and full of information that was relevant and helpful to them. Now, with the low cost and technical knowledge required to create digital content, we see many other examples of content marketing; e-books, webinars, whitepapers, infographics, case studies, blogs… the list goes on.

Why Content Marketing for Startups Makes Sense

I may have already hooked you with the mention of free marketing, but there are a lot of other great reasons to start creating content for your customers:

  1. You focus on your customers and what they want and need. Content marketing is all about providing value, and to do so you have to put yourself in the customers’ shoes. This is always a good exercise because what you learn can be applied across the business.
  2. You establish yourself as an authority in your industry. By being that company who openly shares their knowledge and expertise, customers see and appreciate that you know your stuff. By pushing yourself to create new content regularly, you’ll also learn and grow a lot along the way.
  3. You make yourself easier to find on the web. If you integrate some SEO practices into your blogging, prospects are more likely to visit your site. If you produce a video and host it on YouTube, you’ll get preferential treatment on Google results pages. The key message here is that content marketing needs to be integrated with other (usually free) digital tactics.
  4. You have fun doing it! It’s safe to say that entrepreneurs open up shop because they have a passion for the industry, product, or service that they’re in. Let those reasons shine through the content that you create and it won’t even feel like work!

If you’re warming up to the idea and would like to learn more, I suggest starting out with the great blog produced by the Content Marketing Institute. Also, keep tuned here as I hope to write more about specific tips and tricks!


Sarah-PhotoSarah Rosenquist

Marketing Coordinator at Stryve Group

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