Do Startups Really Need To Blog?

By: Jennah Mitchell| Author @ Article-Writing.co
Posted On: February 23, 2015
Startups are a unique breed of business; they almost always are starting from scratch in terms of a website audience and a social following, and they are often helmed by just a few stalwart souls that are putting in long hours and wearing many hats just to get the business off the ground. Time is precious, which is why many startups decide to spend it on print advertising or social media management or product development instead of on employing a blog writing company.

So, do startups really need to blog? Or can they get away with other forms of marketing and be just fine without a blog writing company? Even though it may seem like just another item on the to-do list, blogging is an essential part of any successful digital marketing platform, whether you are a dentist or a realtor or a home goods retailer.

Blogs Are The Anchor That Keep Your Email Marketing In Line

If you are like most entrepreneurs, you have likely been mulling an email marketing strategy over in your mind for a long time, and you may even have started creating a drip campaign to help reel in new customers. The problem with extensive email newsletter plans is that most people will not read them. That’s right – not many people will read a lengthy email from a startup company that they know virtually nothing about and that has not proven themselves as a thought leader in their industry.

Don’t send all that hard work down the drain! Use that content as the starting place for your blog, and then draft short, punchy, relevant email blasts that link OUT to your blog and show that you respect your audience’s time by not filling their inbox with yet another self-serving novel. Email management tools such as Mail Chimp, Act-On, and Constant Contact offer detailed analytics that allow you to see what links are receiving the most interest so that you can refine and better target your emails moving forward.

Over time, you will see a rise in site traffic as well as fewer opt-outs in your email list. If you are a savvy blogger, you will also use your blog as a place to capture email addresses, thus creating a tightly woven marketing cycle that is always working to capture customer’s information and turn them into loyal readers and consumers.


Blogging Creates Content Longevity
If you are carefully to publish blog content that is packed with value and relevance, chances are that each post will still resonate with your readers weeks, months, and maybe even years after you first post it online.

Social media content will fade into oblivion after time, replaced by your current stream of posts and images.

Emails will be long forgotten after just a few days.

Print marketing quickly loses relevance once the new magazine or newspaper issue comes out.

Blog content – if done right – can sit on your website for ages and STILL provide valuable insight for your readers. The more articles you post, the more you position yourself as an expert in your field, and as someone that people can trust. Each and every word you post on your blog also creates SEO opportunities that will help your website rank higher in organic searches.

Startups of the world, don’t wait until your business grows to begin blogging! Start now with a blog writing company and see the rewards from a fruitful digital marketing campaign blossom on top of that strong content foundation.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.