Why start-ups need content marketing

Content marketing is an extremely powerful tool that marketers are utilizing more than ever, and it should definitely be a part of every startup’s marketing mix.

In the next two years, content marketing budgets are poised to grow by 59 percent.

Every day, about five billion pieces of content are shared, two billion photos are uploaded, and 500 million Tweets are generated, driving millions of conversions daily.

I also believe that start-ups can have an advantage over large enterprises, even if they have more resources.

Start-ups have the passion and patience, two very important components in cultivating an engaged and loyal audience. There are no shortcuts or magic formulas to content marketing, and serious strategy is imperative for start-ups, since any mistake can be a major blow.

Here are some of my recommendations to get into the game:

1. Videos

YouTube is now the second largest search engine on the Web, and it is the strongest method to evoke emotion in your customers. Audiences are 10 times more likely to engage, embed, share, and comment on video content than blogs or other posts.

Videos reportedly increase a buyer’s understanding of your product or service by 74 percent and 80 percent of users remember the ad. Therefore, video content is a vital asset to any start-up.

The rise of video in marketing is no secret, and should definitely not be taken lightly. It is also much easier and more affordable to produce great video content today than ever before. So, what are you waiting for?

2. Infographics

Infographics are an innovative way to display text in a more easily digestible format. The grab the attention of your audience quickly and help them to break down and understand concepts.

When infographics are combined with well written copy, they can really cut through the clutter of the content jungle and make an impact, as illustrated by the examples shown below.  

3. Don’t skimp on the visuals

People retain over 80 percent of what they experience visually, while they tend to only retain 10 percent of what they hear and 20 percent of what they read.

According to an infographic by blogger Jeff Bullas, blogs with images receive 94 percent more views than those without.

images-in-practice-infographic
Additionally, social media posts with images get far more impressions, likes, retweets, and shares.

cutter-infographic-social
Make sure you optimize your images for SEO by saving with a descriptive title, creating ALT tags, and making sure they are small enough as to not slow down your website.

In conclusion

Content marketing works best when you have a complete funnel in place. If you are throwing out content without any conversion goals, it could be a waste of time and money.

A small company should first focus on one audience and create content based on their expertise. This will build your user base much faster and keep your content focused, rather than all over the place.

Utilize analytics tools to better understand your audiences and measure ROI. Continue to tweak your campaigns to create and disseminate more relevant material.

Though it might require a little trial and error in the beginning, with enough creative innovation, your content will attract users, spread brand awareness, and ultimately lead to an increase in conversions.

Homepage image via Flickr. 

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