Startups have plenty of challenges to face when they’re just starting out – and one of the trickier ones to deal with is how to get the most mileage out of your content. Content and startups can be a great combination if used well, but there’s never a guarantee that you’ll have enough time, effort, and resources to spare for producing content.
The key here then isn’t so much as producing more: it’s to do more with less and make sure that the content that you do manage to create goes a long way. Because you don’t have a lot of wriggle room to make a lot of content, it’s crucial that what you do end up writing works for your brand long-term.
So how exactly do you get the most out of your startup content? It’s by understanding how your content works for your brand: and making sure that you keep a flexible approach to writing and publishing it.
For a startup, one of the most valuable things that you can get out of content is flexibility. Once you’ve written and published content, it’s important to repackage your content to fit different mediums/formats, especially for different platforms.
How does this look in practice? Here’s an example of how an article can be repurposed into many different types of content:
With a comprehensive content plan/content calendar, you can occasionally share small bits and pieces from the article itself in a variety of ways, all without having to write too much with content. Because there’s no guarantee that your clients will always be on a single platform, repackaging your article is perhaps one of the best ways to get the most out of content.
Another way startups can ensure that their content gets the most mileage is to create a content ecosystem. A content ecosystem is a way to organize your content into a cohesive, long-term plan where every bit of content produced has a clear goal and leads somewhere.
Simply put, it’s the difference between producing content for the sake of content vs. creating content with a purpose. By writing content that leads to a specific goal, you can cover any potential blind spots with what you’ve written – as well as have a unified content strategy you can consult as your startup grows.
While there are several ways you can create a content ecosystem, there are two aspects that we’d like to draw your attention to:
Content maturation (or website maturation) is using content to increase your SERP score. It’s essentially building trust with search engines like Google that your content is actually worth paying attention to, which helps your website rank higher and more likely to show up in the first pages of a web search.
By building your credibility on a topic, your content becomes more discoverable by potential leads – and more importantly, it’ll be organic growth, which means you don’t have to spend a single cent on it. Think about it as increasing your reputation online: the better your reputation, the more exposure you’ll get.
Content ecosystems need to account for content maturation so that you rank high when people search for services that you provide. For startups, getting in front of potential leads with high-quality content (no matter how little you’ve published) can be a great way to increase your brand awareness.
Once your audience has found you, your content needs to keep their attention on you. Remember, you’re competing with thousands of businesses – not just startups – and most of the time you only get one shot at moving an organic lead into an actual customer.
One of the best and most inexpensive ways to do this is by integrating pillar content and cluster content into your content ecosystem. To be more specific:
What you’re trying to create with these two types of content is a complete experience where your content provides the value that your audience is looking for. By linking the cluster topics to a pillar page (and vice versa), you create a knowledge hub that further increases your authority on a subject, all without spending too much to promote it.
Of course, content isn’t free – you will need to invest some time and resources to produce and publish your content. These costs can be concerning to startups (since it’s not always guaranteed you’ll have the funding to spare) so cutting costs as much as possible is essential.
However, it’s also important that you don’t put the quality of your content at risk for the sake of cutting costs. Because of the way that the internet works – specifically, that anything you put on it will most likely stay there – releasing bad content can potentially do more harm to your brand than not releasing anything at all.
Here are three ways that you can reduce the costs of your content production while still publishing great content:
Content isn’t just words in an article or copy on your website. Ebooks, email, case studies, graphic design, videos, and even podcasts all involve content production in some way. As a startup, a good way to cut costs is to figure out and focus on a few types of content at a time, so you get the most out of the time and resources you’ve invested in creating them.
Organic marketing (generating awareness of your brand over time) and paid marketing (advertising your brand directly) are powerful tools for any brand, but they have a clear hierarchy when it comes to startups.
As a rule, you should always invest most of your effort into organic marketing since it helps you gain traction at virtually no cost, while also building up the content you already have. Paid marketing can be useful to startups as well, but it’ll often be difficult to ensure that they're cost-efficient if they’re used too early.
Content production – no matter how minor – does require significant amounts of time, effort, and manpower. This can be a problem for startups that need to focus on the key parts of their business and don’t have the resources to spare for creating content at all. While it’s always possible to still go ahead and create your content team from scratch, it’s often far more cost-effective to simply outsource your content needs from the start.
As a content creation agency, Writrly is keenly aware of the challenges startups face when creating content – which is why we actively help our clients solve their content concerns with outstanding service at accessible prices. We know what it’s like trying to push out content when you’re just starting out, and we have just the content solutions to help you breathe a little easier.
Why choose us? Three reasons:
Our base package provides comprehensive content services, from ideation to publication. All you need to do is simply give us an idea of the goals of your startup, and we create a personalized content strategy that can best meet your goals. You can be as involved or as hands-free as you want; either way, you don’t have to worry about the state of your content marketing at any given time.
Startups don’t have a lot of room to account for costs – which is why Writrly also provides our services at accessible rates. Not only does this allow you to meet your content production needs without worrying too much about your bottom line, but these lower costs can also make it easier to integrate our services with your need for content long-term.
Writrly has helped dozens of clients and startups with getting the content off the ground, with expertise in a wide variety of different content. From web copy to graphic design, you can rest easy that the quality of work that you’ll get is more than the costs that you’ll incur. We believe in providing the best service possible – especially for startups that need the best content possible.
Startups need a solid grasp of what they need from their content to efficiently and consistently publish great writing. Writrly can help you create your content foundation from the ground up, and assist in every part of the content production process from ideation to publishing.