-By Ms Poornima TM, Founder and CEO, Penthusiasts
Imagine a persistent door-to-door salesman who comes knocking on your door every day, offering various products. Although you might dismiss him for the first few days, eventually, curiosity gets the better of you, and you listen to his pitch. If you find his products appealing and relevant to your needs, you might even make a purchase.
Now, let’s consider how this scenario translates to the digital world. As we browse the internet, our feeds are filled with content tailored to our interests. This personalized content is the perfect opportunity for businesses to capture our attention and make their pitch. And that’s where content marketing comes in—bridging the gap between brands and potential customers by providing relevant, engaging, and valuable content.
So, what’s the role of Content Marketing in tech startups?
For tech startups, content marketing holds the key to success. Decision-makers in tech companies spend a significant amount of time on platforms such as LinkedIn, Twitter, and email. In fact, these platforms have become a playbook for business leaders. Of LinkedIn’s 87 million users, 11 million are in decision-making positions and which makes the point clearer. Additionally, they utilize search engines to find products or services that cater to their needs. To reach this target audience, tech startups must leverage content marketing effectively.
Content Marketing: The Heart and Soul of Startup Growth – Why?
Brand Awareness: Creating engaging and valuable content helps tech startups increase brand awareness and visibility, reaching out to a wider audience and establishing their brand in the market.
Lead Generation: Content marketing can be instrumental in generating high-quality leads for tech startups by offering informative and educational content that attracts potential customers and guides them down the sales funnel.
Conversion: Tech startups achieve their ultimate goal of driving conversions by creating content that addresses the pain points of their target audience and offers solutions.
ROI: Creating content that resonates with their audience, driving traffic to their website, generating leads, and increasing sales = a safe route to ROI.
Boost SEO and Organic Traffic: By producing relevant and keyword-rich content, tech startups can significantly improve their online visibility and search engine rankings, driving organic traffic to their website.
Brand Advocacy: Content marketing fosters brand advocacy among the audience by creating content that offers value and establishes trust and credibility with customers, turning them into advocates for the brand who promote it to their community.
Leveling Up Content Marketing: How have various brands reinvented their strategies for success?
HubSpot’s success can be attributed to the powerful content marketing that focuses on building credibility among its audience through honest, authoritative, and high-quality content. From thought leadership to content repurposing, regular content updates to well-defined audience personas, and learning-focused resources through HubSpot Academy have all contributed to simplifying marketing.
Let’s see how content marketing adds value for customer-centric businesses in the B2C market.
Coca-Cola always makes a multifaceted content strategy that revolves around two key content pillars: liquid and linked. “Liquid” represents the concept of ideas spreading rapidly, capturing the imagination of people. ‘Linked’ ensures that ideas consistently revolve around the fundamental brand narrative and experience. They experiment with various formats, mediums, and localized approaches (like country-specific celebrities, for example) to target their audience.
What’s more?
Many content marketing teams have seen success with lead magnets, a strategy involving the creation of valuable content (e.g., e-books, white papers, and templates) offered to potential customers in exchange for their contact information. 50% of marketers report higher conversions with lead magnets.
Numerous businesses have adopted Instagram Stories Ads, an inexpensive and effective way to expand their video marketing efforts. Keeping up-to-date with the latest content marketing tools and strategies helps these businesses stay competitive in their respective industries.
Crafting compelling content involves telling a story, addressing pain points, using data-driven content, maintaining visual appeal, and being consistent. Tech startups can leverage social media content, blogs, and PR articles to drive website traffic, generate leads, and establish industry authority. Utilizing different content types helps to engage with audiences, showcase expertise, drive organic traffic, and create buzz around new products or milestones.
To conclude, content marketing is the driving force behind any successful tech startup’s marketing strategy. By effectively communicating their products and services to their target audience, startups can generate interest, drive conversions, and ultimately create brand advocates who spread the word about their offerings. In the fast-paced world of technology, content marketing is not just an option; it’s a necessity for any startup seeking to make a lasting impact. So, invest in high-quality, engaging content and watch your tech startup thrive in today’s competitive digital landscape.
(The author is Ms Poornima TM, Founder and CEO, Penthusiasts, and the views expressed in this article are her own)
