When trying to grow your startup, building a content marketing strategy that actually delivers results can be challenging. Content marketing is no longer as simple as paying someone to write blog posts. It takes a long-term strategy, creativity, and constant awareness of the ever-changing online landscape in order to generate results. Nonetheless, doubling down on your content marketing strategy in the new year is well worth it.
Here’s why your startup shouldn’t ignore content marketing in 2017.
1. Original content allows you to stand out from the crowd.
Nowadays, it’s crucial that your startup creates original content to stand out and engage with your target audience. And this goes beyond unique copy. The beginning of a new year is the perfect time to brainstorm how you can tell your story with both attention-grabbing text and interesting visuals such as video, infographics, and custom images.
Planning your content in advance will help you feel less overwhelmed when the time comes to publish and provide you with plenty of time to create high-quality materials so you can truly leverage content creation as part of your overall marketing strategy.
2. Focusing on niche content builds authority.
What differentiates your startup from your competitors? Defining these differences and building content around your specialties and expertise will not only set you apart from your competitors, but it will also help your startup build authority quickly.
3. You’re no longer marketing your startup only. You’re also marketing yourself.
As a startup, your co-founders and you are often just as important as your brand to your customers. Especially in the early days, you will be your startup’s strongest advocator and personal branding can help show you truly embody your brand’s values. Building your personal brand with an active blog or social media presence can not only engage and entertain your followers, but it can also show your potential customers that you take pride in your work.
4. Interactive content is on the rise.
Attention spans are at an all-time low and companies both big and small need to find creative ways to keep their content interesting. One way to do so is with interactive content. Buzzfeed has excelled in this arena with their interactive quizzes. Your startup can gather interactive content ideas from Buzzfeed and bigger media companies, such as BBC, who have become well-known for creating interactive content, such as quizzes and infographics, on their websites.
5. Email has made a serious comeback.
According to Campaign Monitor, BuzzFeed added over 1 million email subscribers in the past 12 months. The Washington Post now has over 75 e-newsletters, while The New York Times has 12 people dedicated to newsletters.
With social media channels moving more and more towards paid advertising for growth, the ability for brands to get their messages out on these channels is rapidly shrinking. Therefore, we’re now seeing email emerge as one of the best ways to reach target audiences in an organic way. Email newsletters can be a powerful way to nurture leads, measure results, and keep the customers you already have; so long as you’re delivering fresh, relevant content on a regular basis.
6. Native advertising proves more effective.
Joe Pulizzi, Founder of the Content Marketing Institute, defines native advertising as “a form of advertising that doesn’t disrupt the user experience and offers helpful information in a format similar to the other content on the site so users engage with it more than they would with, say, a banner ad.”
As the use of ad blocking tools soars, native advertising has become a popular solution to connect with audiences through content. Native advertising appears exactly the same as a news article would appear but provides interesting or insightful content, rather than pure promotion. Native advertising can be an excellent way to educate or entertain potential customers, unlike unfiltered ads which are becoming increasingly intolerable.
7. Live video is taking over.
With the introduction of live video on Facebook, Twitter, and Instagram, it’s safe to say video is here to stay and brands are jumping on board to relay their messages among their audiences on these platforms. According to one study, 78% of people watch online videos every week, and 55% watch online videos every day.
Live streaming video offers your startup a simple, low-cost way to interact with your audiences in a much more authentic way than a simple post. From product announcements to behind-the-scenes tours, the content possibilities are endless with live streaming video. It’s also one of the fastest ways your startup can build a community around your brand for little to no cost.
Developing a content marketing strategy can seem like a massive undertaking. However, there are many new ways to jump into content marketing in 2017 without a big budget and still see incredible results. We offer customized content marketing services that can help your startup rapidly build brand awareness and get in front of your target audience in the United States and English-speaking markets. Contact us to find out more!