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Why is content marketing important for startups?
Content marketing is important for startups because it helps them get more customers. It does this by creating brand awareness and teaching potential customers how a business can help solve their problems.
For example, we have a blog post about finding out who links to your website. It currently holds the featured snippet for the query:
So anyone who’s searching for this query will discover our brand and product. They may eventually become customers.
And that’s only one blog post. Compound the effect by the hundreds of pieces of content we’ve produced—articles, videos, social posts, etc.—and you can see how powerful content marketing can be.
Just see how much organic traffic our blog gets from Google alone:
Getting started with content marketing for your startup
Before you create any content, make sure you have two things down pat.
1. Your target audience
The goal of content marketing is to attract more customers to your business. So if you don’t know exactly who you’re targeting, you can’t create the right content to get more of them.
The first step before you do anything is to be clear on who your target audience is.
We recommend that you create a buyer persona. Read the guide below to learn how to create one for your business.
Recommended reading: How to Create a Buyer Persona for Your Business
2. Get your technical SEO in order
A big part of your content marketing strategy will be to rank your content high on Google. But if Google cannot access, crawl, or index your content, then you simply cannot rank.
If there are any technical SEO issues with your website, the tool will flag them out for you. It’ll also explain why something is an issue and how you can fix it:
The two types of content you’ll create
Your approach to content creation will be two-pronged. Both types of content should be created simultaneously.
Prong 1. “Viral” content
The first part of your content strategy will be to create content that has the potential to attract a lot of attention. You know this as “going viral.”
Why do we want to do this? There are a few reasons:
- Gaining a lot of attention in the short term for your content can prove to the management that content marketing works – Metrics like shares may be vanity, but they provide short-term results that can help nudge management toward investing more in content marketing.
- Get your brand name out – One of the biggest challenges for startups is that no one knows who you are. If your content attracts attention, then people will start to notice your brand.
- Earn links – Links are an important Google ranking factor. Since the second part of our strategy will involve ranking high on Google, you should start acquiring links now.
- Drive traffic to your website – Gaining attention means people are checking out your website and its contents.
Now, take note that we don’t have to reach the level of the most viral meme. We just need people in our niche to know and share about us.
Here’s how to do it: