Building a new business is exciting; exhilarating; fun… but- also very overwhelming.
Especially for start-ups.
The pressure to scale and grow your company and revenue exponentially is intense.
You have to improve profit margins while keeping your costs low if you want to sustain.
Which means finding cost-effective ways to market and grow your company and, SEO content marketing is by far one of the best.
SEO content marketing is content created with the goal of attracting search engine traffic through various tactics, the major one being keyword optimization.
And with 8.5 billion searches happening on Google a day, for start-ups, SEO content marketing should be a no-brainer.
From raising capital to scaling, start-up founders and companies face lots of challenges making it tempting to put off the task of creating great content to market your start-up until later. But simply put, without great content, very few people are going to find you.
And if people can’t find you, they can’t buy from you.
These are just a few reasons why start-ups need SEO content marketing. Keep reading to learn more.
1. You can reach a massive amount of people for far less money than traditional advertising.
Have you ever taken a look at your spending on Google and Facebook Ads and thought, “This isn’t sustainable?”
Ads can be a great way to bring in leads and sales for your start-up. But bc you are paying per click, if you’re not careful, you can end up spending a lot of money on ads that don’t generate a good return on investment. The truth is, consumers are inundated with ads from all angles, and they’ve learned to tune them out.
According to Demand Metric, content marketing cost 62% less than traditional advertising while generating 3 times as many leads.
Content marketing can save money in the following ways:
- It targets a specific audience, rather than casting a wide net and hoping to reach potential customers.
- Helps creates more inbound leads
- It builds trust and authority in your niche
- Creating one piece of content means you only pay once for something that can potentially generate leads for months and years to come.
2. Content marketing is more engaging than traditional advertising.
We scour the internet and social media every day searching for hundreds of articles and posts to learn new things and to solve our problems. For example, “What’s the safest strolling for a new baby” ” What are the safest travel destinations for solo women travelers” or “how to I put together an Ikea bookshelf”… and endless other examples that are not even worth mentioning considering you’re here! And probably got here by searching “Why does a startup need content marketing”.
Content has become a part of most of our daily lives.
And your potential customers. Every day, they’re actively seeking some form of content to help them in various ways in their lives.
They want to engage with valuable, relevant content.
Content marketing is all about creating a relationship with customers. And tailored content that helps your customer solve a problem will help you do that.
Traditional advertising, on the other hand, pushes a product or service in front of a consumer whether they’re actively seeking it or not. Which can feel invasive. Causing them to likely to ignore it.
3. When you provide valuable content, customers are more likely to trust your brand and be more receptive to your messages.
For most consumers, buying is a process. And much of it is built on trust and confidence.
In fact, research by Demand Metrics showed, 82% of consumers feel more positive about a brand after reading custom content.
Providing valuable content is a key way to gain the trust of your audience if done right.
To assess whether or not your content is valuable here are a few questions to ask:
- Does it includes unique insights, data, and tips?
- Does it address your audience’s pain points?
- Does it teaches your audience something?
- Is the content clear & compelling?
- Is it timely & relevant?
- Is it well-organized and readable?
Another key factor to assess whether or not your SEO content is valuable is to follow Googles EAT guidelines, which stand for expertise, authority, and trustworthiness. These standards are what Google uses to measure your content against thousands of others.
So when creating content, it’s important to not only focus on ranking but the value you are providing if you want your customers to engage and consume the content you’ve created.
4. Content marketing is a great way to nurture leads and convert them into customers.
In the world of marketing, there is a well-known rule that says it takes an average of 7 interactions before they will make a purchase.
It is quite rare that a customer will buy from you on the first interaction, that is, unless you’re selling what is considered a low-value product or service. Like, say, T-shirts. These 7 interactions are a part of a sales funnel that qualifies a lead from top to bottom based on their likeliness to purchase.
Content marketing allows you to create specific content for each stage of the funnel your customer is in.
For example, the top of the funnel is the lead generation phase. Your potential customer’s initial exposure or interaction with your brand.
At this phase, the customer is first learning about your brand. Content that educates, informs, and shows authority, such as blog articles, infographics, white papers, etc is great to nurture in this phase.
After this, comes mid-funnel and bottom-funnel. And you want to develop content that connects and communicates with your potential customer strategically.
Here’s a breakdown of some different types of content to try at each stage.
Top of Funnel (Lead Generation Phase)
- Blog Articles
- Social Media
- White Papers
- Landing Pages
- Video Tutorials
Mid-Funnel (Considering Purchase)
- Case Studies
- Email Marketing
- Expert Guide
- Quiz, Ebook
- Online Course
Bottom of the Funnel (The Decision Phase)
- Price Estimate
- Product Reviews
- Product & Service Spec Sheet
There are many types of content to explore to help you with nurturing leads. But in order to nurture leads and convert them, a solid and consistent strategy that works in alignment with your sales strategy is a must.
5. Increases brand awareness and recall among consumers
As a start-up, you’re starting from the bottom (usually). You have no solid following and no one knows about your product, service, or brand.
There’s no demand. So you must create it. And that starts with building awareness through top-of-funnel content and SEO. As mentioned above, there are several ways to build awareness. However, SEO content marketing is one of the best ways to build awareness long-term. Why?
SEO blog writing, unlike many other digital marketing tactics, focuses on building positive associations and memories with your potential customers through writing content that provides value to them in some way. Memories that can last for years to come.
Good SEO Blog writing doesn’t go in for the “ask” as quickly as traditional performance marketing and advertising. By creating consistent content that gets on top of your potential customers’ SERP’s you are creating recall. Which is an extremely important part of the buying journey for customers.
Let’s be honest here. Most customers will not simply read a blog and convert on this first interaction. However, by creating brand awareness and recall you build a strong memory association that may one day be the difference between a potential customer deciding to purchase from you or a competitor they’re not as familiar with.
So, although you may not be able to measure ROI in organic SEO content marketing as easily as performance marketing tactics, marketing industry, leaders and experts agree that brand awareness is invaluable to the overall growth and success of your startup or any other type of company.
The early stage of building a start-up comes with many critical decisions. “How do I build a winning team?” “How is our product or services differentiator?” “What are the best tools to help us grow and scale?” “What should our revenue model look like?” there are so many things to consider to ensure your company not only survives but thrives. SEO content marketing should also be one of those things. It’s a major driving force for the success of many companies and there are so many benefits. From creating long-term brand awareness and customer recall to helping you save money on long-term customer acquisition costs, your start-ups need SEO content marketing.
If you want to try it out today, or you’re already in knee-deep and looking for some help to scale your content, then look no further.
Visible is here to offer you quality content at a scale that helps you get visible and rank.