1/ Content can be a powerful way to grow your startup — whether it is to build a brand or acquire customers. Here's @stephsmithio on how.
People often ask me if they should start with a podcast, a blog, a newsletter, and so on. These are all just forms of content.
People often ask me if they should start with a podcast, a blog, a newsletter, and so on. These are all just forms of content.
2/ Content is a way to articulate ideas to an audience. So there’s no correct answer to this.
However, I do encourage people to start out with written content. This is because the written content ecosystem, although more competitive, is a lot more developed.
However, I do encourage people to start out with written content. This is because the written content ecosystem, although more competitive, is a lot more developed.
3/ And that means that you have many more ways to grow your content. It also has the best approaches to distribution and differentiation compared to something like podcasts that are often done by creators with already large audiences.
First, start by defining your goals.
First, start by defining your goals.
4/ I see people do this incorrectly all the time. They just start a blog because every other company has a blog. If you don’t have goals, you don’t have the correct mechanisms to think about how you’re going to grow and what topics you should be writing about.
5/ Then identify whether your content fits into a brand awareness play or a lead acquisition play. Once you’ve identified that think about the distribution channels that you need to reach your goals.
6/ The reason I say figure out distribution before identifying what topics you’re going to write about is because the distribution channels that you use to reach your goals will have an impact on the things that you choose to write about.
7/ For example, if you are doing a lead acquisition play, you are going to want to use Search Engine Optimisation (SEO) as a stronger part of your strategy than if you’re doing a brand play, in which case, you may focus on more viral articles.
8/ If you’re focusing more on SEO, your next step would be to look up different keywords that people in your target audience are searching for, and based on your keyword research you would know what topics to write about.
9/ As part of the goal-setting process, you can also set a content calendar to operationalize what you’re doing.
More from @stephsmithio on bit.ly/OrbitShiftxSte…
More from @stephsmithio on bit.ly/OrbitShiftxSte…
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