How To Use Content Marketing For Startups To Build Awareness And Trust

A 2021 Twitter poll by Semrush revealed that 68% of people agree that startups should invest in content from the very beginning.

But what type of content should be part of the plan?

We’ve created a content marketing for startups guide to answer this question and more.

We’ll explain why content marketing is important, how to build a solid content strategy for your startup and what type of content to use.

Plus, we’ll share the top five content marketing agencies that can help you achieve success in creating and distributing your startup content.

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What Is Content Marketing For Startups?

Content marketing for startups is a marketing strategy focused on creating and distributing content to attract and retain audiences for a startup company.

Startup content marketing can include various types of content, such as:

  • Articles
  • Videos
  • Podcasts
  • Webinars
  • Social media posts
  • Email marketing

Why Your Startup Needs Content Marketing

Though your potential customers may have never heard of you before, a good content marketing strategy will help you:

  • Build awareness, if you are in the pre-launch or early stages of development
  • Promote your product or services
  • Target specific audiences
  • Generate traffic and leads
  • Build authority
  • Develop a community
  • Build loyalty

Types Of Marketing Content For Startups

Whether you are looking to create content for your B2B or B2C startup, the content possibilities are nearly endless.

The most common types of content for startups include:

Blogs

Blogs allow you to educate your audience about your products or services, share information, announce launches and updates, and present your startup values or highlight your team members.

You can create various blogs, such as:

  • Listicles: Listicles are blog articles in the form of a list where each individual point is numbered, described or analyzed and illustrated by images. For example, you might write a listicle about the five benefits your startup can bring to your customers.
  • How-to blogs: How-to blogs are articles that provide a set of steps or instructions to complete a specific process. For example, you might write a how-to blog sharing how to utilize your startup product or service.
  • Comparison blogs: Comparison blogs are articles that compare products or services, aiming to set a clear differentiation and help customers make a decision. You might, for example, write a comparison blog explaining the advantages of your product or service against your competitors in terms of features, design or price point.

Videos

Videos allow you to explain the features and performance of your product or service or announce updates, with the help of live demos and testimonials by other customers.

With 2.2 billion YouTube users worldwide, videos are a great way to attract traffic and build awareness.

Podcasts

Podcasts allow you to share your startup stories and ideas, report news or start a conversation.

According to a 2021 study by Statista, the number of podcast listeners is expected to reach 504.9 million by 2024. Depending on your business model and offering, podcasts could be a great opportunity to grow a steady base of followers for your startup.

Lead Magnets

Lead magnets, or gated content, allow you to share a free item, such as a template, infographic, whitepaper or e-book, in exchange for your customers’ contact details.

In addition to educating your audiences on a specific topic, lead magnets help your startup build an extensive mailing list to be used for marketing purposes at a later stage.

Social Media Content

Social media content allows you to engage with your startup clients or customers directly, distribute information and receive feedback across various channels and platforms, such as Facebook, LinkedIn, Twitter, TikTok or Instagram.

Posting news or videos or partnering with influencers is a great way to reach your target audience, understand their needs and expectations, and increase awareness about your startup.

Email Content

Email content allows you to reach the potential customers who have shared their contact details with you through your gated content, and turn them into customers.

You can share news, offer discounts and more through personalized email messages.

Case Studies

Case studies allow you to show the result of your work and help your audience understand the value of your startup company.

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How To Create A Content Marketing Plan For Startups

To create a content marketing plan for your startup:

Set Your Goals

Setting your objectives will help you define the purpose of your content marketing strategy, and allow you to track your progress.

Your goals may include:

  • Driving awareness
  • Building business relationships
  • Driving organic traffic

Define Your Target Audience

Building a portrait of your potential customer will help you understand their needs and expectations and produce content they will be interested in.

To define your target audience, focus on:

  • Demographics
  • Psychographics
  • Pain points
  • Preferred types of content
  • Content can bring value to your customers

Select Your Content Types

Based on the analysis of your target audiences, choose what types of content will answer the search intent of your customers in the best possible way. Also, consider creating a content style guide and website content checklist.

Identify Your Promotion Channels

From social media to email or third-party distribution, select the channels that will allow you to reach the right people with the right type of content. The channels that will work best for your startup are those where your target audience spends the most time.

Content Marketing Tips For Startups

Deciding on the best types of content to promote your startup is only part of the job. Careful research and planning will help you explore what your competitors are doing, identify how you can stand out and decide on the right content to promote across the right platforms.

To create an efficient content marketing plan, follow these steps:

Explore Topics That Are Trending In Your Industry

As a business that has just started out, you need to know everything that’s going on in your industry.

  • Research the topics your competitors have covered and identify the target audiences they were meant for. Use tools such as Buzz Sumo, to find high-performing topics and articles with top shares. Filter the results by content type, period or domain.
  • Use the results to create content of high value centered on the needs and expectations of your customers
  • Provide a different perspective on a popular topic
  • Add video or infographics to give more value to your content compared to your competition

Create Content About Niche Topics

To show your expertise and build authority, cover niche topics:

  • Conduct market research into relevant topics that have not been exploited
  • Narrow your topic to decrease the number of competitors ranking for the same topic
  • Craft specific content with details and explanations
  • Use long-tail keywords to attract a valuable audience

Write Guest Posts For Trusted Websites

To build trust and a community of followers, publish your content on a well-established and high-ranking website. This will boost the value of your content, drive traffic to your website and secure quality backlinks that will ensure a better search positioning for your startup website. To do this:

  • Research the relevant websites that offer guest posting opportunities. Use your industry keywords in combination with “guest blogging,” “write for us,” “contribute.” For example, if your startup is in the sphere of SAP consulting, you might search by using “SAP consulting + guest blogging.”
  • Check the domain authority of the websites offering guest blogging, using tools such as Moz. The domain authority will show the likelihood of a website appearing on search engine result pages (SERPs).
  • Shortlist five or six websites with the highest domain authority
  • Contact the shortlisted websites and offer to send them a guest post that features your startup

Focus On Visual Content

You’ve probably heard the saying, “A picture is worth a thousand words.” Studies have shown that visuals are remembered longer than things that are read or heard.

For effective content marketing, use videos, memes or infographic content in combination with valuable messaging.

Distribute Your Content On A Regular Basis

Consistency builds habit, so make your potential customers can expect your blogs, videos or social media posts on a regular basis.

  • Create a detailed content schedule showing the date, type of content and distribution channel you will use
  • Target at least one blog per week
  • Post two or three times per week on your social media channels
  • Create a weekly or monthly newsletter to keep your subscribers updated with your startup news

Use Social Media To Promote Your Content

Your customers may not always visit your website to stay updated on your startup. You can use your social media channels to:

  • Present your content and link to your blog
  • Illustrate your post with imagery and an explanation of the key points
  • Plan paid promotions to boost visibility and attract new target audiences

Use The Power Of Influencers

To further visibility for your startup, partner with people who have built a reputable name in your niche or industry. Since they are perceived as a reliable source of information, working with them is likely to build trust for your startup and influence your potential customers’ decisions.

  • Create content that mentions influencers in your industry, whether in the form of a blog, social media post or alternative channel
  • Tag the influencer when sharing your post on social media
  • Send an email to the influencer mentioned, thanking them for inspiring you
  • Create roundup posts featuring different experts’ opinions on a specific topic
  • Interview influencers in your industry
  • Partner with influencers to include your startup in their posts
  • Network with influencers to build business relations

If the influencer chooses to share your content with their followers, this will further promote your startup and build trust.

Top 5 Content Marketing Agencies

If content marketing seems a little overwhelming to you at the startup stage, don’t worry — we've got you covered. We created a list of five agencies with a proven track record, that can help you plan, create and distribute content for your startup.

1. Sure Oak

Headquartered in Brooklyn, New York, Sure Oak specializes in helping brands rank higher and grow faster through increased online visibility and increased organic traffic.

Sure Oak offers:

  • Content marketing
  • Search engine marketing
  • SEO
  • PPC
  • Social media marketing

Sure Oak has worked on many projects with renowned clients, including Mercedes-Benz, GAP, the American Red Cross, Palmetto and Duke Energy.

2. ReVerb

Headquartered in Dodge Center, Minnesota, ReVerb provides marketing services to hi-tech startups, IT companies, industrial enterprises and ICO projects.

ReVerb’s services include:

  • Content marketing
  • Branding
  • Integrated marketing
  • SEO
  • Public relations

ReVerb has partnered with a variety of clients, such as ServReality, Readdle, BitRewards, Innovecs and OSA DC.

3. You’ll Enjoy

Headquartered in Gdansk, Poland, You’ll Enjoy has worked on projects for 19 markets on three continents since 2012.

You’ll Enjoy offers:

  • Content marketing
  • Video production
  • Digital advertising
  • Facebook marketing
  • Digital marketing

You’ll Enjoy clients include Fortune 500 companies, universities and academies, science and R&D agencies, shopping malls and social economy entities.

4. Mania Marketing

Headquartered in Banja Luka, Bosnia and Herzegovina, Mania Marketing is a one-stop shop deal for marketing services.

Mania Marketing offers:

  • Content marketing
  • Video production
  • Digital marketing
  • Social media marketing
  • Branding

Mania Marketing has partnered with many well-known clients, such as Nike, UNDP, Nestro Petrol, FreshWave and Senna.

5. Jelly Digital Marketing & PR

Headquartered in Fort Langley, Canada, Jelly Digital Marketing & PR combines PR, social media and digital advertising to ensure your brand reaches the right people.

Jelly Digital Marketing & PR offers:

  • Content marketing
  • Video production
  • Video marketing
  • Inbound marketing
  • SEO

Some of Jelly Digital Marketing & PR’s most notable clients include Spence Diamonds, Vistaprint, Grimm’s Fine Foods, La-Z-Boy and CEFA Early Learning.

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Content Marketing For Startups: Key Takeaways

Content marketing can be a game changer for promoting your startup, generating traffic and building trust.

The types of content you can use include:

  • Blogs
  • Videos
  • Podcasts
  • Lead magnets
  • Social media content
  • Email content
  • Case studies

To create a successful content marketing plan for your startup:

  • Set your goals
  • Define your target audiences
  • Select your content types
  • Identify your promotion channels
  • To benefit from content marketing:
  • Explore industry trending topics
  • Create content about niche topics
  • Write guest posts for trusted websites
  • Focus on visual content
  • Distribute your content on a regular basis
  • Use social media to promote your content
  • Create content related to influencers
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