There’s a wealth divide among startups that mirrors the society. While the top 1% of startups make money, the rest are struggling in a desperate bid for survival.

Simply put, there are the proper rich startups and there are the pauper startups. In the industry today, we have more of the latter than the former. Some startups flop as a result of really bad ideas, while others fail because they are well ahead of their time. However, a good number of them crash because of weak marketing strategies. They happen to be so focused on their products, that they forget that even the best products need a great marketing strategy.

This post is aimed at those startups that need a boost in their marketing strategy, specifically content marketing. It has been known to drive up sales for big brands, and budding startups are no exception.

  1. Tell your startup story

Good products sell, but good stories engage. As a startup, you need to sell an awesome product and tell an equally awesome story about your startup. But be careful, the intention is not to make your story a PR narrative. You need to tell your story because it should be heard, and it should provide your target customers with a clear idea of your values.

What’s your startup all about? Is it cultural heritage? Is it business professionalism or quirky fun? Your customers want to know what you stand for and your startup’s long term objectives — how it gives value to their lives. Create videos that showcase your startup’s story or publish your brand’s story on top websites and e-zines. Highlight the challenges you faced and what you did to overcome them. One company that has successfully used this strategy since their inception is Innocent drinks.


  1. Provide solutions of pain points

Show the pain points of your target audience and create content that proffers solutions. According to Royal Pavilion, you don’t have to be a jedi knight to identify the various domain issues that your audience is experiencing. You can use Google auto-suggest to draw up a list of inquiries people have regarding your startup’s niche.

Visit various common discussion forums such as Quora, which people generally use when they are seeking answers to particular questions. Reddit is another ‘enlightening’ platform you could use to identify important pain points that affect your audience.

  1. Optimise the HARO concept

HARO is an acronym for Help a Reporter Out. It is an online service that helps source-driven journalists connect with publicity-driven content marketers. If you utilise HARO effectively, it can help you improve the visibility of your startup. There is an elaborate video on how to get exposure and links with HARO.

Whatever industry your startups belongs to, there is an eager journalist searching for information on something similar. HARO is a platform that makes content distribution simple and seamless. The good thing is that you don’t have to break bank while using HARO.

As an entrepreneur, you can’t afford to go wrong with your startup’s marketing efforts. Maximise these content marketing tips and watch your brand make a positive headway in its market.