Content Marketing for Startups: 4 Effective Strategies

Startups have a lot on their plate. Between securing funding, hiring a great team, and finalizing the tech, there’s not much energy for other things. So why should content marketing for startups be a priority?

Keep reading to learn about the benefits of content marketing and start building out your plan. 

What is Content Marketing?

Content marketing utilizes informational resources, whether blogs, social media posts, webinars, or flyers, to attract and retain customers. 

Why is Content Marketing for Startups important?

Content marketing is an excellent way for startups to raise brand awareness, develop customer trust, and gain credibility in their industry. In the earlier startup stages, before loyal customers and word of mouth have become lead generation sources, potential customers need a way to learn about your company. 

Prioritizing content marketing also has internal company benefits. By preparing content that answers common questions and guides customers to a sale, team members will save time and energy on each lead. You can use this extra time for other essential business tasks or supporting even more customers. 

Choosing the Right Strategies: Content Marketing for Startups 

Content marketing strategies are not one-size-fits-all. When choosing strategies, it’s helpful to think of content as an extension of your brand and company. Is the content being released in line with your brand’s voice? Is it driving conversions or helping your company reach a specific goal? And, logistically speaking, does it fall within your company’s budget?

All content should attract and resonate with your buyer personas. If potential customers are moving through the buying process and converting to a sale (if that’s your goal), then your content marketing strategies are working.

Here are some questions to ask when planning your content marketing strategies: 


4 Effective Strategies: Content Marketing for Startups

1. Keep it Evergreen

Trends come and go fast. Creating content marketing strategies that are true to your company and that can be reused and repurposed in the future is a great way to educate your audience and drive conversions. Sharing this educational, high-quality content will help establish your startup as a trusted source. For example, if someone searches for the basics of cloud storage and comes across your purely informational blog, they become aware of your business and will come back when they start considering options. 

2. Match the Buyer’s Journey

Ideally, we want all customers to convert to a sale, which means there needs to be content that supports them during all stages of the buyer’s journey. For example, If all your content is surface-level industry information, your customer might drop off at the consideration stage. Or if it’s highly specific about a particular product, you might not be getting people in the door. Here are some content ideas that coincide with the different stages of the buyer’s journey. 

  • Awareness: Focus on the basics of your industry, educating the audience, and naming the problems for which you have the solution. 
  • Consideration: Now that they know what they need to solve, provide their options and the differences. 
  • Decision: What sets you apart from competitors? The customer has a shortlist of potential companies at this point. Now, it’s time to sell. 

3. Optimize

You have great content; now, let’s get it in front of people. Your thought-out video detailing your company’s service doesn’t mean anything if the right people aren’t seeing it. Choosing valuable keywords and optimizing content accordingly will cause it to rank higher in search results and get more eyes. Our key optimization tips are:

  • Incorporating the keyword consistently throughout the piece 
  • Adding internal and external links
  • Dividing up text with H2 and H3 headings
  • Adding images to enhance your points

4. Test Things Out

Though there will always be a need for evergreen content, don’t be afraid to get creative. Try new media forms and platforms to see what works best for your startup. The marketing industry changes fast, and buyer habits are constantly evolving. Testing out new tactics and analyzing the results is crucial to keep up with competitors. Here are some more recent content marketing strategies that are on the rise: 

  • Short-form video
  • Audio: webinars, podcasts, etc. 
  • Influencer marketing
  • Niche, ultra-targeted content 

Building your Content Marketing Strategy with Lake One

Content marketing for startups is crucial to becoming a trusted brand in your industry. Tailoring your content marketing strategies to your business needs, goals, audience, and industry is essential. Lake One is here to help you do so. Don’t hesitate to reach out with any content or digital marketing questions. 

Lead Generation Tips for Technology Companies

A well-developed strategy to generate leads for technology companies can make all the difference between its success and failure.

Technology companies are constantly searching for new and innovative ways to attract new clients to their websites and to engage them in all steps of their search until the desired conversion. 

Looking to attract new clients? This blog is for you.  Discover some of the industry’s best lead generation tips for technology companies.

Lead Generation Tips for Technology Companies: How does it work?

Lead generation happens when a potential client provides tech companies with their contact information, like name, phone number, email address, and phone number, among others, in exchange for a demo, a quote, etc.

According to HubSpot, lead generation attracts prospects to your business and increases their interest through nurturing, all with the end goal of converting them into customers. Some ways to generate leads are through job applications, blog posts, coupons, live events, and online content.

This process is essential for the company since it allows you to identify the client’s interest in your service and product. It can give you an insight into your conversion. It will provide you with data that tells you what that potential client likes, want, and doesn’t know.  

Also, it can help you refine your strategy and optimization solutions for your business. 

A good metric to know if your lead generation strategy is adequate is looking at your conversion rate. If it is good, it tells you that your promotion is attractive to your persona. 

4 Lead Generation Tips for Technology Companies 

Now that we have covered the importance of generating leads for your business let’s dive into a  few tips to help you achieve your goals.

1 – Provide quality information

Yes, you’ll want to provide quality information while respecting your potential client and their journey.

It’s impossible to communicate with a client if you do not know who you are talking to. That said, the first step you should take is to establish a client persona for your business. Without this information, you will be talking to either everyone or no one, which will be a waste of capital. 

With a defined persona, you can create quality content and share it through the channels your clients will most likely hang around, such as Facebook or YouTube. Also, take into consideration your client’s decision-making journey. Generally, there are four steps that you can take to generate a lead or a conversion for your technology company, including:

  • Learning and discovery
  • Problem recognition
  • Solution considerations
  • Buying decision

With that predefined data, you can create a robust strategy that helps you develop high-quality content focused on generating leads. 

2 – Bet on rich content

The best hook to generate leads is the creation of rich materials that align with your marketing strategy. This content works as billboards, so they need relevant content to stimulate the persona’s interest. Examples include eBooks, webinars, research, infographics, and blog posts.

Infographics, for example, the more suited they are to your audience, with eye-catching visuals and texts, the more likely people will be to engage with them. eBooks are excellent tools for creating authority. 

Trials and webinars are other materials that can contribute to lead generation for tech companies. A trial allows a client to try the product for free for a limited time, which can assist a client in making the final decision since they will know how the product works and can help them solve their problems.

Webinars are live or recorded online events, commonly used as a sales strategy, with a potentially low cost since all you need is a computer and a camera.

Blogs are still one of the most successful tools for generating leads. They allow the reader to learn more about an exciting topic and give you data that will assist you in creating future articles. 

3 – Utilize call-to-actions

We have seen multiple marketing campaigns where the tech company forgets to add a crucial element to their campaigns, a compelling call-to-action to drive potential customers to your landing page. Your persona will define your call-to-action or CTA. 

A mistake we usually see is driving a potential customer to the homepage of your website. For the CTA to drive good results, it should send the users to a specific landing page. For example, if you want to offer an e-book, a downloadable link must be present on that landing page. 

4 – Invest in Paid Media campaigns

Another strategy that can help boost lead generation for your technology company is to invest in paid media campaigns, such as Google Search, Google Display, Facebook/Instagram, LinkedIn, etc. After all, people need to be able to find you online. 

For your campaigns to be successful and to start seeing an increase in lead generation, you need to encompass all the tips listed above. Have a well-structured campaign with keywords, text ads, images, videos, and CTAs relevant to your persona that will identify with your business, services, and products and will most likely take the desired action to convert.

Custom Lead Generation Tips for Technology Companies with Lake One

There are a variety of strategies, advice, tips, or ideas on how to boost your lead generation marketing campaigns. 

Here at Lake One, we help you in your paid media and marketing efforts, such as finding your persona, brainstorming and creating rich content, and managing your paid media efforts. Contact us today!