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Blogging for a Startup: Why Content Marketing is Essential When Starting a Business | by Gil Mahesh | Jul 2022

Finding an investor to launch a startup is easier than attracting the target audience to sell a product or service. Developing a marketing strategy can take months. But there is a way to make a natural and at the same time effective promotion: blogs.

picture by Birch on Unsplash

A blog is the backbone of content marketing for any startup. This native advertising method appeared in the late 90s, proved to be very effective and today is considered one of the main methods for reaching, attracting and retaining the target audience.

A blog on a common site or on your own domain will help the project to establish contact with potential customers, convey all the necessary information to the target audience: in addition to text, content can include videos, training materials and infographics.

No matter what segment a startup belongs to, a blog will be the foundation of content marketing. The traffic your blog will attract will be organic and relevant. For successful indexing, you need to properly configure privacy settings, especially if the blog is located on a common and free site, and do not forget about regularly adding new materials.

Some CMS include a handy feature to notify friends and social media followers of new posts. Pay attention to search engine optimization – all search engines have their own indexing rules and algorithms. The more the site meets these requirements, the higher the positions in the search results and the more relevant traffic you will receive.

The blog will lead you to the target audience, your task is to interest and retain potential customers. The best method for this is to organize competitions with prizes. The prizes will be samples of your products or access to the service.

Users during and after the draw will create content — comments and reviews. User-generated content is very important to attract new potential customers.

Publish expert material – interesting, useful, informative. It’s hard, but this approach will pay off many times over.

Users trust expert opinion and are more likely to pay for a product or service from a brand that focuses on practical solutions to real problems rather than posting vague general information.

Most startups, however, completely ignore the possibility of attracting investors and partners, and do not post development materials on their blogs. Create a sidebar widget to visualize your business plan.

Content marketing, like no other technique, will positively affect a startup’s reputation. It is important not to lower the bar for the quality of the materials and not to fall into despair in the face of low attendance in the first few months. Efforts will yield results over time — then the blog will be a platform for comprehensive coverage of company activities and the best brand endorsement.

You can blog in any style – friendly-informal, witty, playful or serious. The key is to stay true to a tone, as it becomes part of the brand image.

Quality content will attract the right visitors who want to subscribe to blog updates. You can also convince readers to subscribe to the newsletter by offering them discounts or free e-books, manuals, master classes.

The formed subscriber base will become a powerful marketing tool in the future.

Blog visitors aren’t the only ones getting important information, it’s a two-way process. During the discussion of documents with readers, it will be easier for a startup leader to understand exactly what potential buyers want from a product or service. The exchange of opinions will help adjust product features and marketing strategy over time.

Insightful questions from readers will help develop an effective content plan. Pay attention to negative comments – they can rightly point out defects in the content or the product. Try to respond to constructive criticism.

Set up automatic export of blog content to your startup’s social media pages.

Many startups overlook the simple option of exporting to social media profiles and not only lose traffic, but also the opportunity to get organic shares and comments.

A blog is the best platform to showcase the capabilities of your product or service. A visual demonstration of how a product can solve user problems is the most effective presentation.

Pay attention to the quality of photos and videos – graphics always work better than plain text.

It’s important to post interesting material about your industry as a whole – this will not only attract customers, but like-minded people as well. If the blog contains a lot of quality content and new material appears regularly, it will make it clear to readers that you not only care about your business, but that you are also a true professional in your field, because you are well informed about the state. business in the industry.

Readers will be willing to share these materials on social media, which will increase both traffic and trust from regular visitors.

Another factor in gaining trust is to concretely show the target audience that there is a friendly team behind the startup. Multi-author blogs will demonstrate this fact, and different viewpoints and writing styles will diversify the content and make it really interesting.