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Engineering Content at a Growth Startup - This Week in Startups
The document emphasizes the importance of scalable content marketing for startup founders who may lack writing skills. It encourages leveraging data storytelling and marketing automation to engage audiences, suggesting methods such as keyword research and minimalistic initial outputs. Founders are advised to start small, gradually scale their efforts, and utilize technology to streamline their marketing processes.
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Engineering Content at a Growth Startup - This Week in Startups
- 1. Engineering Content ata Growth Startup John Doherty Founder, GetCredo.com
- 2. You’re trying tohit escape velocity You can’t do this with a blog. Don’t have a blog (unless you love to write). But you can engineer your way to scalable content success as long as you find the right story.
- 3. You’re a foundernot a marketer You likely don’t have a pre-built audience for your startup. Most founders don’t.You know how to code or how to do sales, but you’re not a writer. And that’s ok. You probably hear marketers talking all the time about “content marketing”, but you’re not a writer.You’re technical. It’s time to be a marketing technologist.
- 4. TechnologistAs A Marketer(TAAM) Increasingly, startup marketing is about tying together your different systems to make them work together. You can tie together your data aggregation, publishing, and (some) promotion to work for you automatically. But you must tell a story to make it work. Ask what your audience doesn’t know Data collection Data analysis Answer questions for your audience Scalable marketing (email, SEO, social) Adjust as needed Automate Start here
- 5. What stories canyou tell? Every industry has interesting stories to tell. Start with keyword research to identify questions asked. Pro tip: you don’t have to use your own data either.
- 6. What stories canyou tell? It also doesn’t have to look pretty at first, though that never hurts. This piece took two weeks of work (one data scientist and received 12 sites linking to it. It was built inTableau, Excel, and published on our own CMS. Outreach via email marketing and PR.
- 7. It doesn’t haveto take a lot of time. My PR manager and I launched this in 3 hours the day House of Cards Season 3 came out. Did some outreach and got these links.
- 8. Start Small,Then Scale Zillow’shousing reports started with just their top metros. Now they do them automatically every month for pretty much every major market. HungryHouse in the UK is a startup doing a version of this, though they could take it further and do it by year to make it pop more.
- 9. Automate It Baremetrics isanalytics for Stripe.They realized that Buffer wanted to make their metrics public, so they let companies start showing them publicly. This is totally automated and has a bunch of links to it.
- 10. (Semi)AutomateThe Marketing New DataEach Month Send automatically to email list (via Mandrill/SendGrid /email provider of choice) Outreach via PR and bloggers Track social metrics via BuzzSumo Adjust as needed You can semi-automate your marketing by building email lists that get emailed via SendGrid/Mandrill when data updates (Glassdoor does this), automatically sharing on social media a few times (via Buffer or MeetEdgar), automatically put emails gathered in FB Custom Audiences, and so much more.
- 11. Thanks. John Doherty Founder, GetCredo.com Marketer,husband, outdoorsman, Labrador owner.