Many brands and Startups when starting afresh with marketing always like to be aware of the pitfalls, challenges and best-practices. So, here’s a summary of Content marketing dos and don’ts for startups that you must follow when implementing your brand new strategy
5 Content Marketing Dos and Don’ts For Startups
Here are some Content Marketing Dos which you must implement for your Startup.
1. Make Sharing Easy: There’s no substitute for this. Creating great content is not enough. Ensure that everyone who visits your site is able to share the content easily on platforms they use. There are plenty of services that allow you to implement sharing on your sites. Some examples are: AddThis, Shareaholic etc.
2. Design well: Google’s forced sites to look good on the mobile. So, if you’re lagging behind, ensure your site is responsive and looks good on the eyes. People are visual and need some great, clean designs to navigate well and be inspired to look at your site. Some metrics you may want to check could be: a) your bounce rate; b) time spent on the site. All these metrics can be identified on Google analytics, so ensure that you’re creating content and designing it keeping consumer behavior in mind.
3. Follow your brand ideology: Everything that you create- content, images, typography, tonality, stories need to lead back to your brand ideology. It does not help your business if you create content that’s irrelevant to your brand community. It is critical to maintain the brand perception in all aspects of your Startup, including content.
4. Get creative: Do not get scared to create content that’s different. Liz Ryan writes blog posts on LinkedIn using images that are art created internally. It does not look similar to exquisite photographs, but it’s designed well and makes her brand stand out. At Brandanew, we often use art (internal) or images/photos (that we create internally too). We like being original- that’s a part of our brand culture, even though it’s not always the most common thing to do!
5. Involve your whole team: Content IS a team sport. You won’t go far if you’re leaving it up to one person to do it all. It’s good to involve the team for creativity discussions, sharing, curating and generally doing things together with a great sense of ownership. Your Startup can always do with more hands.
Content Marketing Don’ts For Your Startup
1. Follow competitors mindlessly: What works with one competitor may not work for you. Define your own path, strategies and goals.
2. Steal content: This may seem like a stuck-up tape, but it’s true. Do not shame your brand by stealing. It’s hard to recover from that brand nosedive. Be an original !
3. Underestimate the benefits of a well executed Content strategy: It’s not just leads, SEO benefits, social engagement, positive brand perceptions, humanization of brands…it’s all this and more. Content Marketing offers you an opportunity like no other- creating remarkable brand stories and a brand legacy that stays, forever.
4. Underestimate the costs of a Content Marketing strategy: Content creation is not free. Nor is your time and effort. A Content Marketing agency will incur a cost. You can buy followers and blog posts at $5 but it’s hard to buy quality at that same price. Creating organic engagement requires expertise and many years of experience and these can’t be replaced by an intern or a ghostwriter running your social media and content.
5. Be severely me-centric: Someone recently asked me this on Twitter: how much sales content must a brand share? Everyone has a different answer to this question. But to create authentic content and engagement, it can be quite disastrous to only scream you on social channels. Only share your content on every channel reduces trust with the community.
What would you add to these Content Marketing dos and don’ts?
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