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7 Reasons Why Content Needs To Be A Focus In Your Startup’s Marketing Strategy

July 24, 2015 | Content Marketing

“Content is king” has become a cliché, primarily because it’s commonly held as a universal truth nowadays as more and more marketers embrace content marketing as a “must-have” in any integrated marketing campaign. Content marketing, when implemented correctly, can do wonders for branding, web traffic and lead generation. Here are some statistics from Hubspot to back it up:

– Companies with blogs get 97% more inbound links

– 55% of blogs on company sites result in 55% more visitors

– 70% of customers prefer getting to know a company via articles rather than advertising

Still not convinced? Here are 7 reasons why you need to put content front and center in your marketing strategy.

1. SEO

A search engine’s primary goal is to interpret searchers’ intents and deliver high quality results that best suit their needs. For that reason, all major search engines prefer top quality content. To truly succeed in producing worthwhile results from SEO, you cannot overlook the importance of publishing unique, well-written, accurate and engaging content.

Not only do you need to produce great content, you need to deliver them frequently. In general, the more indexed pages you have on your website, the higher your chances of getting ranked for more keywords, assuming that you play on Google and Bing’s rules (in other words, no black hat SEO). As a result, you need an ongoing content marketing plan that complements your SEO goals.

2. Build trust and authority

For companies that are in the early stages of growing, one of the toughest barriers to reach their clients – whether they are end users or other businesses – is the lack of trust from potential customers. Comparing to established global corporations and brands, startups have a tougher time proving themselves to be credible. That’s where content marketing comes in.

Content marketing allows you to showcase your own expertise and know-how in engaging and interactive ways, often in the forms of blog posts, webinars, podcasts, infographics, eBooks and whitepapers. Regardless of the content format that you choose, once you build up a library of relevant content, it gives potential customers opportunities to learn more about your company values, your solutions to their problems, and eventually place more trust in your company.

3. More traffic

Content marketing, combined with the right SEO strategy and execution, is key to gaining more organic web traffic. As you produce more content, they would get indexed by search engines, which translate to increased chances of getting traffic through organic searches. The best part? This source of traffic is earned, not paid, so it will last as long as you keep producing great content.

4. Branding

Branding is one of those marketing terms that seem so impractical in the context of a small business. After all, branding efforts often can’t be quantified and measured. This doesn’t mean that branding isn’t necessary or helpful to grow your business. Content is one of the best ways you can use to reinforce and promote your business brand. You simply make your brand and logo more recognizable the more content you put out there.

5. Create relationships

Content marketing is effective because it humanizes your business and creates a relationship between your customers and your business. By interacting with your customers by sharing with them content that interests them, you are gaining their loyalty. By continuing producing relevant and engaging content that your customers love, you giving your business a voice and you are building trust with your target audience, which in turn increases the likelihood of someone buying your company’s product down the line.

6. Inform your customers

Let’s face it, a lot of startups are definitely disrupting major industries, which is a great thing. Who doesn’t like innovation? But innovation comes with a price: because it’s such a new and fresh business idea, you have to educate your target audience and provide them all types of information that address any questions and concerns they might have along their buying journey. At the same time, you don’t want to stuff information down people’s throat. Here’s how content marketing can help. By releasing product-centric content in a variety of formats, lengths and channels, you let the customers decide how they want to consume their content and do their product research. You make it accessible and easy for any customer to make an informed decision on whether the product is right for them, all you have to do is to ensure that the content is compelling, user friendly and mobile friendly.

7. Boost interactions

Last but not least, today’s marketing is no longer a one-way communication. Today’s marketing is all about listening and real time interactions. Great content allows you to do just that: engaging customers in fun and meaningful ways, inviting them to participate, comment and share and responding back in a timely manner. Moreoever, those direct customer feedback would provide valuable insights into their way of thinking and allows you to gain important information to better communicate to customers in the future.

Think about how excited you would be if your favourite brand responds to your comment on Facebook, you would probably like the brand even more. That’s how smart brands retain their customers and you can do it too through content marketing and community building.


James Dickerson

Founder of CrushCampaigns

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