6 CRITICAL Content Ideas That New Founders MUST Know!

creative customers marketing pr startup Sep 23, 2021

As a new founder trying to get yourself in front of new leads, customers, or your target community, you'll probably be wondering how the best way to do that is. There are a lot of options available to you out here, so how do you know what to focus on? And maybe, there's something else you could be doing that you don't even know about?

In this article, we're breaking down 6 main areas, or types of content, that we feel all modern founders need to be aware of. Your aim is to pick at least one of them to focus on (but probably not all - don't overwhelm yourself!) and learn how to create those types of content really well.

This is a really important part of developing a marketing strategy, so make sure you consider them in any relevant plan as a new founder!


Social Media

Let's start with the biggest one, which most people head over to pretty quickly.

It's fairly common knowledge now how important social media is, or at least how important it can be. It has the ability to reach so many strangers while providing real value, and pretty much everyone is on there somewhere. It's also easy to access. 

So why is it important to business? How do you use it?

Depending on your organisation and customers, it can be great for selling to them directly. However, it also grants you increased visibility, because you can increase people's awareness about your brand.

However, you should start to be aware of the fact that many people feel overwhelmed by social media. If what you're creating is just a drop in the ocean, doesn't make people want to connect with it, or just feels salesy, it'll create a dead page.

It can also be a place to show off your personality, helping users to feel more connected with your brand because it'll feel more personable. This also gives you a chance to engage with users, by replying with genuine comments, letting people DM you, and more.


Should you actually use it for your business?

We would personally recommend having at least some presence on one social media platform. Maybe more if it's relevant to you, but it's very common to see accounts of small businesses with pages that are just dead. Choose just one where you know your target audience is more likely to be, and get at least decent at posting on there, so that if people want to look you up, they can.

It turns out that B2C companies - in other words, those of you trying to influence customers or users directly - are much better off than those of you with B2B organisations. And depending on who they are, for example if you're only targetting younger people, you really don't need to be on all platforms, so don't waste too much time trying to spread yourself too thin!

Here's more in-depth info if you feel like social media will be an important focus for your organisation.




Seeing how this is a blog, let's move on to blogging as a content type.

There's the obvious benefit of blogging: you can give someone an article full of learning that they can read that helps build their trust.

It also helps increase traffic to your website, and can be used to upsell and capture emails or make sales directly. This is called conversion rate, which measures how many people will convert from being a random stranger on the internet to someone you have signed up to something like an email list, which gives you more opportunities to interact with them later (that's a layman explanation, please don't use that as an official definition).

However, a really common term you'll hear (but won't always know much about), is SEO (Search Engine Optimisation). This is essentially how likely you are to come up on search engines (namely Google) when someone types in a question in your business specialisation. So, by having great blogs that answer questions your potential customers are asking, there's a good chance you'll drive some good traffic to your site.

There is SO MUCH more that we could cover about blogging, so read a bit more here if you're interested, and we'd also recommend finding free courses on websites like Udemy that walk through SEO and blogging. 



Now, this is a little weird because videos can be included under some of the other categories on this list. You can post video content on social media, have it included on your blogs, making it covering recorded content from your events, and more.

But we felt like it was worth including because focusing on making great quality video content on something like YouTube can be a fantastic strategy - again depending on your focus.

Video content is easy to digest and are a welcome change from the abundance of text content online (such as this blog - we know, the irony) but it's been shown that videos get much more engagement rate on major social media platforms than using images or even just text. If a picture says a thousand words, then the average short video probably says a million.

As well as having increased engagement, they can help you communicate a message really clearly. Sometimes text is lost on us, especially if an explanation or demo is required.

And if you're building a personal brand of any kind, then videos are the best type of content to build a personal connection. Just think about all the businesses that have started because of your favourite YouTube creators that have popped off.

There's so much more you can learn about this here, so read this article for more in-depth info.


Audio Content (Podcasts)

Sometimes, different forms of content will suit you better personally. Audio content, namely podcasts, can be great if you're someone who likes to speak and communicates well with your voice, but doesn't necessarily care or like the hassle of video. It can also be a great way of targetting certain consumers or communities. If your organisation is targetting commuters, for example, because it's easy to listen to on the go.

They're also great for having conversations and setting yourself up as an expert in your niché because you'll have plenty of time to talk about your topics. 

However, we would warn you not to jump into this without a plan or understanding how podcasting works. There are literally millions of podcasts, and the VAST majority of them are derelict (no longer being updated), or unlistenable (just really bad quality).



Do events even count as content? Of course they do!

Hosting an event, online or offline, through platforms like Eventbrite, Zoom, or Clubhouse can be used as a very powerful tool for building trust.

Events are live, which gives people a chance to feel involved. That helps you establish a relationship, and more quickly builds someone's trust that you are an expert in your field because they have placed their trust in you to not waste their time. Therefore, events are great for building your circle of influence

They can also be used to connect other people with each other, which makes attendees feel like you're responsible for their new connections, and also builds rapport. 

Of course, if these events are online, it can be a great way of getting your name out there as the host and again as the expert, increasing your brand's recognition along the way.

It's also an opportunity to make other types of content too - for example, by recording speeches or workshops and posting them as videos on YouTube, social media, or even turning them into an upsell for others.


A Mailing List

Let us propose a weird idea to you: that emails ARE the content.

Many new online businesses try to get people onto emails using OTHER content, to sell to them as a part of a marketing funnel or something similar.

But if your audience would respond to receiving direct value to their inboxes, you have a chance to teach them something directly in their inbox. For example, a 5-day email sequence teaching them a new concept that gives them real learning.

You need to be careful not to do too much aggressive selling. That only annoys people. You have an opportunity to build someone's trust on emails, and although there are many other people out there more qualified than we are to talk about this, we just love the idea that people actually want your potentially-marketing emails to come into their inbox every day, because they mean learning about something they're interested in.

And as we talked about video content earlier, it's worth noting that combining multiple types of content can increase that conversion rate, sometimes significantly. A video, for example, can increase the click-through rate on emails by 200-300% (huge!) and help bring those email contacts off of email and onto any other forms of content you're creating.



You can adopt one or several of these content types as strategies to put yourself and your organisation out there. There are some great combinations here that let you really carve out your niché and expertise.

However, you must be careful that you don't overwhelm yourself, or try to do too many things that don't create enough of an impact. If you do, you'll just have dead pages that don't look good for your brand - not having one at all is arguably better for your organisation's image.

Instead, focus really carefully on as few areas as you think is viable, to create great quality content that really gets engagement. This audience then becomes much more powerful for being a part of your startup.

And which platforms and content types you choose really should focus on your customers too - where are they, who are they, what would they most like? You must gather this information first before launching too much into it.

One final piece of advice: great pieces of content are resources. If you make something that's useful and of good quality, that someone can use as a resource of some kind, then you're probably on track!


Interested in learning more about being great at marketing your startup or organisation? Click here to take a look at our marketing foundations course for new and aspiring entrepreneurs!

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