Content Marketing for Startups: Create Content that Converts
In the competitive business landscape, startups face the dual challenge of making their mark and driving meaningful conversions. This is where content marketing comes in as a powerful tool for any new business online or brick-and-mortar. The art of crafting compelling content isn’t just about creating an online presence; it’s about creating a lasting impact. In this guide, we’ll discuss key strategies and tactics that your startup can employ to create content that not only resonates with its audience but also converts curious visitors into loyal customers. From understanding your audience to leveraging high-quality visuals, here are some essential steps to harnessing the full potential of content marketing.
In order to create engaging content that converts, you need to understand who you’re creating content for. Having a deep understanding of who your audience is, their pain points, why they would want to read your content, and more enables you to better cater to them through your content marketing efforts.
Conduct market research, analyze your competitor’s audience, utilize your customer personas, and get to know your clients on a personal level so you can align your content with the needs of your audience. Gathering insights into your audience’s demographics, behaviors, pain points, and preferences will help you create content that satisfies their needs and leads to more conversions. For example, if your startup produces software for landscaping businesses, your blog will likely cater to professionals in the landscaping industry who would benefit from the software.
Setting your goals and objectives for each piece of content and your content strategy as a whole is essential to creating quality content and obtaining conversions. Think about why your company produces content. Is it to answer questions surrounding your product or service and highlight key features? Or is your goal to increase your startup’s visibility and authority in your industry? Before you begin to produce content, you need to ensure it aligns with your overall objective.
After you’ve identified your objective, you need to develop your content strategy. A content strategy consists of outlining the types of content you’re team is going to create, what platforms you plan to use, how often you’ll post, and the key messages you want to convey. Consider implementing a content or project management system to help your team stay on track with the various content projects you have in a given month.
Within your content strategy, you need to define who’s in charge of what, such as editors, strategists, writers, and anyone else who may need a set of eyes on each piece of content you’re producing. You also need to have your best people produce the titles and subjects for your upcoming content to ensure it’s serving your audience well.
In addition to having your content strategists outline titles and subjects for your content, they should also have experience creating SEO content and conducting keyword research to increase your content’s visibility on the SERP. Conduct keyword research around phrases relevant to your business that are likely search terms your audience uses. You need to ensure that these keywords are implemented when it’s organic to do so.
In addition to conducting keyword research for your business as a whole, you should also conduct keyword research for each piece of content before beginning the writing process. Including relevant keywords related to the subject of your content enables you to rank higher in the SERP and generate more website traffic.
This should go without saying, but quality is of utmost importance when it comes to your content marketing strategy. Whether it’s blog posts, videos, infographics, or even social media posts, you need to ensure you’re publishing informative and engaging content that brings value to your audience. Whether you use in-house writers or contract externally, ensure your writers have a deep understanding of your products and services as well as industry knowledge. On top of knowledgeable writers with experience in your industry, ensure you have solid editors on the job to give your content a final look prior to publishing.
If you want your content to convert, use it to address the pain points and challenges your audience faces. Offer solutions to those problems as well as practical advice that demonstrates your business’s expertise and showcases the value of your products or services. You should already know some of your audience’s pain points from your research, which gives you a couple of areas to target through your content.
Establishing your startup as an authoritative voice in your industry is essential to increasing your conversion rate and visibility. By producing educational content, you show your audience that your business knows its stuff, building trust amongst your viewers. Educational content includes but is not limited to how-to guides, tutorials, industry insights, and thought leadership articles. People who view your blog as a resource for information are more likely to convert into customers.
When it comes to your content, ditch the stock photos and incorporate in-house-produced images, videos, and infographics. Visual content is more engaging and digestible for readers, especially when more complex subjects are involved. Original content is also more likely to be shared and used by other websites, leading to more backlinks to your website.
While each piece of content’s reason for production is different, each of them should all have one thing in common: a call to action. Whether your call to action is encouraging subscriptions to your newsletter, following your business on social media, downloading a resource, or requesting a demo, CTAs help guide your audience toward your conversion action or the next step in the customer journey. Without a CTA, readers are more likely to hop off your website, leaving little to no reason to return or continue their stay.
In the ever-changing digital landscape, startups must embrace innovative approaches to connect with their target audience effectively. Content marketing acts as a potent tool that helps to build a relationship with your audience, harness trust, and grow brand loyalty. By understanding the unique needs of your audience, producing valuable content, and incorporating persuasive elements, your startup can create a content strategy that not only educates and engages but ultimately converts. By staying attuned to your audience’s evolving preferences and consistently delivering content that adds value, your startup can carve a distinctive niche and reap the rewards of converting content.
Megan Isola holds a Bachelor of Science in Hospitality and a minor in Business Marketing from Cal State University Chico. She enjoys going to concerts, trying new restaurants, and hanging out with friends.