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Why should a Product Start-up Invest in content marketing?

The genesis of a start-up is when an entrepreneur sees an opportunity to build and deliver value to an audience.

Many start-ups make a costly mistake of creating products and businesses which are disconnected to the audience or at-least are not dynamically harmonized to the realities of the market.

Content Marketing is central to the business of a start-up. Start-ups, today, belong to the world characterised by the convergence of B to B and B to C, daily changes in decision making, and products and services on a sometimes daily release cycle.

Here are some reasons why content marketing is important for start ups :

1. Content Marketing builds a community of loyal customers

Giving good free information out can build a close-knit community of customers who are loyal to your brand which they have chosen to follow. By giving your customer community valued content for following you, they will have a reason to invest time in your brand. If you publish content at regular intervals, followers effectively ‘check-in’ with your brand.

2. Content Marketing helps you know your customers

Content when delivered through social media allows for feedback and thus engage your audience. It means through content you can gauge your customers’ attitude and get to know their requirements and demographic significantly better. Content at its best can inspire discussion, allegiance, provoke thought and get everyone talking about it.

3. Content Marketing gives your brand an authority

You need to ensure that quality content is delivered on a regular basis, which makes your brand an authority on your subject. Being an authority is important as it builds trust and trust is undeniably important and on which customers make purchasing decisions on.

4. Content Marketing is an asset, not an expense

Content must be treated as an asset rather than a line item on an expense sheet, business owners having a hard time coming to terms with spending money on content marketing need to really shift their thinking. Don’t waste your time online if you have no intention to use content marketing, or plan to use it to its full potential. Steady, consistent blogging is important—in part because it ups the chances of a single post breaking through and maybe even changing the trajectory of a start-up’s business.

5. Content Marketing adds value:

There is a new rule in business – that whatever business you are, you now need to also be a publisher to be competitive. People expect your business, your website and your brand ambassadors (whether that’s managers, staff, hired freelancers or even customers) to deliver insight or entertain. People want to go to your website and social media because they get something worthwhile back from the experience. Using video for short films, posting amusing pictures, delivering handy and helpful guides will make your website worth returning to as a routine.

Effective content marketing is thus a crucial part for establishing your business for all businesses, and especially for a start-up, a critical ingredient for success and growth.


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