Opening startups has become quite a popular trend in the business world.
The easy and extensive availability of the internet across every corner has fuelled this trend to a great extent.
On the contrary, this has also made it quite difficult for startups to adequately market their products to their target customers and ensure their long-term existence.
In today’s world, where numerous new startups are popping up every now and then, it’s extremely necessary for businesses to have a marketing plan that can separate them from their rivals.
There’s no doubt that content creation forms the base of any marketing strategy, and this is what every startup should be highly dedicated towards the same.
Let’s talk about the most lucrative ways in which a startup can create content and analyze its results.
Focussing on organic content creation instead of paid.
Every startup tends to heavily invest their limited funds into PPC (Pay per Click) rather than focussing on organic content creation and marketing.
PPC seems to be a highly lucrative way of grabbing the initial level of attention that startups desperately are in need for.
However, what they fail to realize is that PPC is a highly overrated digital marketing medium, at least when it comes to startups.
Even though they may get you to the top of Google and land you with quantity leads, you will have a really hard time converting these leads.
On the other hand, if you focus your efforts and resources on Organic content marketing, you can generate three times more leads than PPC for every dollar you spend.
On the other creating quality organic content would always generate leads that are genuinely interested in your offering and thus have more chances of converting.
So how should a startup progress with its content marketing approach?
Well, the best approach would be to create appropriate content for every element of the marketing funnel.
In this manner, you would be able to engage the consumer with appropriate content at every stage of his buying journey.
This would primarily include generating content for the following:
Brand awareness: The customer doesn’t require highly detailed content pieces at this stage.
Shorter and more intuitive content does the work and creates that initial engagement for your brand.
Therefore you should mainly focus on creating video ads and infographics at this stage of the funnel.
Lead generation– This stage requires the creation of detailed blog posts that highlight those consumer problems or pain points that your offerings can solve.
Lead conversion– The conversion stage majorly requires content on how and why does your offering solve their respective pain points or problem.
This stage can include detailed blogs and explainer videos using animation and multimedia.
After-sales– This majorly includes post-purchase e-mails, thanking the customer for their purchase, and offering them products related to their previous purchase.
The most important metrics to analyze
Since startups do not have a well developed marketing strategy in their initial days, it’s very important that they identify the current potholes in their strategy and optimize it accordingly.
Here are three metrics that can give a startup the most appropriate report card for their current marketing initiatives.
The traffic retention metric has two sub-metrics:
These are Bounce Rate and Scroll Depth:
Bounce Rate: Bounce rate measures the number of searchers who visited a single page of your site and left.
A high bounce rate is indicative of the fact that the website is unable to properly engage its consumers through its content.
However, as per MOZ, a high bounce rate can also indicate that your users have exactly found what they have been looking for.
The next Sub-Metric on the list is Scroll Depth.
Measuring the Scroll Depth of your website can help you in comprehensively measuring your customer engagement.
The extent to which a viewer scrolls through your website content addresses the level to which they are interested in your content.
This metric measures the quality of inbound links to your website. i.e., whether they are from quality sources or not.
Quality sources, in this case, refer to websites that have high domain authority.
Let’s talk about the two key elements that drive the backlink quality of a website:
Relevance: The more the relevance of the site that links to your content, the stronger is the link relevance.
For Example, a link from the website, social media examiner about Facebook lead generation is highly relevant.
Novelty: Having backlinks from multiple different sites can have a relatively better effect than having inbound links from the same site multiple times.
Conversion rate: the conversion measures how well a business is achieving its lead conversion goals.
A conversion for a business can be anything:
For example- a product purchase, a newsletter subscription, etc.
Measuring the conversion rate, lets you ascertain, whether the leads that you are generating have a genuine interest in your brand/offerings or not.
Startups need to realize that Creating Good content forms a strong base for their other marketing initiatives.
Be it social media or e-mail marketing, quality, and engaging content would always be the major driving factor to bringing in customers.
Author Bio- Hi There, I am Shaun Williams, a content writer with Goodfirms, a research platform for DevOps and Game Development companies, among many others. I enjoy communicating ideas and knowledge creatively and also ensure that the readers never suffer from boredom while reading my posts.