The barrier to entry for content marketing is low, making it faster and more cost-effective than ever before for startups to implement this proven effective marketing strategy. But here is the thing – the bar is higher than ever before.
A short blog post without multimedia is not going to do the trick anymore. The expectations of your prospects and customers are rising.
In many categories, we are seeing a winner-takes-all environment where high-quality content pieces win the vast majority of eyes—and clicks. In fact, a study by Ahrefs showed that 90.63% of all content gets zero traffic at all from Google.
How can your startup beat the odds?
In this column, you’ll learn about content marketing campaign planning, how to be memorable even on a small budget, and how startups can measure content marketing success.
Throughout, content marketers from successful startups share their tips and experience to help you achieve the best possible results. Let’s get started.
How to Plan Your Startup’s Content Marketing Campaigns
There are a million things that you could be doing: SEO, PR, Social Media… It can easily get overwhelming, expensive, and distracting.
When on a small budget, don’t start all channels at once or you might spread yourself too thin.
Try to balance long-term channels (SEO, social, podcasting) with campaigns that can get you the attention that you need right now.
Short-terms campaigns could be a promotion on Product Hunt, getting featured on Hacker News or TechCrunch, or speaking on the podcasts of industry leaders, for example.
This exposure allows you to understand the market, refine your messaging and create your first opportunities.
Whether you are planning a long-term campaign or a short-term initiative, the 4-point framework below will help to plan a content marketing strategy.
Before starting your campaign, you need to set your goals. This helps to align the team, communicate the purpose, and measure progress and success.
Your goals will be broken down into your objective and measurable targets.
Your objective is your reason why, or vision. The objective paints the bigger picture. Examples for marketing objectives include:
- Drive awareness with software founders through PR activities.
- Organize an event to build relevant industry relationships.
- Build out the blog to drive organic traffic with SEO.