Cara Hogan
Content Strategist


Why Every Startup Should Invest in Content Strategy


As the head of marketing at a startup, you have a million tasks on your mind at once. You're updating the company website, planning for an industry event, pitching stories to journalists, analyzing your target buyer personas, and much more.

On your long list of To-Dos, one always seems to fall at the end of the list: content. You know you need to constantly create new content, but you don't always have time to invest in creating it. You try to put up a blog post every so often, but it can be a struggle. 

All too often, startup marketers fall into the trap of creating content as a one-off blog post on an industry topic, followed by another disconnected post and then another. While the content might be fantastic, it isn't tied to any larger marketing strategy.

Without a plan behind your content, it doesn't matter how well-written or interesting it is. Without content strategy, your blog post will fall short of the powerful impact it could have on your target audience. Learn why content strategy is a must for every startup marketing team. 

Why Strategy Matters

Content strategy sounds complex, but it's simply a plan to create content that engages the right people at the right time. Every time you start working on a new piece of content, you should be asking yourself a series of vital questions:

  • Is this targeting a specific buyer persona?
  • Is this intended to engage someone at a specific stage in the buyer's journey?
  • Where should I promote this to get the most traffic and engagement? 

For most startup marketers, many of these questions go unanswered in the day-to-day pressure of keeping ahead of marketing demands. But without a set strategy, you'll be working hard to write content aimed at no one, convincing no one, and seen by no one. 

Planning is Key

In order to create a powerful content strategy, you have to get away from reactive content, and be proactive. Rather than just coming up with one idea for a blog or eBook and running with it, you should create a full editorial calendar outlining ideas for the quarter around a specific theme.

This content theme should be powerfully engaging for your target audience. Once you have a theme, brainstorm ideas for blog posts and other content to fill up this quarter's calendar. Ideally, every piece of content should align with a specific buyer and with a specific stage in the buying process.

Is this blog post aimed at someone who is new to the industry and looking for help? Or is this eBook convincing the CEO to buy your product? You should have a solid mix of content of different lengths and purposes, designed to engage buyers at every stage of the journey. With a detailed editorial calendar in place, you're far more likely to stick to and execute your content plan effectively. 

Incorporating SEO

Another huge piece of the content strategy puzzle is Search Engine Optimization. If you're not thinking about ranking for specific keywords on Google with your content, you should be. Using a tool like Google Keyword Planner can help you understand:

  • Who is searching for what industry terms
  • What keywords your competitors rank for
  • Where this is opportunity to create new and better content

Keywords can be a great way to come up with new ideas for content, however SEO should not drive your entire content strategy. It should factor in, but not control, the type of content you produce. You may find an opportunity for a specific keyword, but you should then combine that information with the persona-based research you've already done.

With a combination of planning, knowledge of your buyer, and SEO, you can find the sweet spot for your content strategy. But if you haven't invested in content strategy yet, don't panic! I can help you build the powerful startup content marketing strategy. 

Cara Hogancontent, strategy