A B2B SaaS marketing leader with over 10 years of experience in growth-stage product companies, Mohita Nagpal is currently the VP of Marketing at Hiver. She started her career in print journalism and transitioned to marketing when she joined Wingify as a Content Specialist. She is a full-stack marketer with experience in demand generation, PPC, branding, and product marketing. She loves building content-driven inbound engines to fuel the Sales-Marketing funnel and is a strong proponent of making B2B marketing more human.

1. How to develop
content strategy
for startups to grow

2. About me
Mohita Nagpal
VP Marketing at Hiver
Ex Belong, Wingify
Former Journalist
Loves books, cheese and F1

3. What I am going to talk about
- What is (not) content marketing?
- Why content marketing & challenges
- 4 step content marketing process
- How to get first few wins
- [List] Free-ish tools

4. What is not content marketing
Isn’t focussed on selling the product/service
Both an art and science
Content Strategy
Content Marketing
writing blog posts
Content Marketing

5. What is content marketing
Content marketing is a marketing strategy used to attract, engage, and retain an
audience by creating and sharing relevant articles, videos, podcasts, and other
media. This approach establishes expertise, promotes brand awareness, and
keeps your business top of mind when it's time to buy what you sell.

6. Why content marketing?
- Entry barrier is low
- Get started with no money
- Long-term gains

7. Challenges in the current times
Content shock
90% of all content gets zero traffic from Google.
Zero search results on rise
Quality Bar is really high

8. 4 step process of Content Marketing
Content
repurposing
Distribution
Content
Creation
Content
Strategy
1 2
3 4

9. Content Strategy
- Audience research
- Channel selection
- Defining Objective
- Journey Mapping
- Topic Selection
1

10. Audience research
- Who are they (age, occupation, location, lifestyle)
- What does their business look like? (B2B, company size,
industry, business lifecycle, function)

11. Channel Selection
- Where do they hang out?
- Valley investors - Podcasts, Twitter
- Potential vegan consumers - Instagram, Google

12. Objective could look like
- Build out the blog to drive organic traffic with SEO
- Generate leads through blogs
- Drive awareness through Instagram
- Write guest posts for high authority industry websites

13. Journey Mapping
- How do I grow money?
- Why invest in mutual funds?
- Best SIPs
- How to open an investment account?
- How to choose an online investment tool?
- Is Scripbox better or Groww?
- How’s Groww customer service

14. Topic Selection Do’s and Don’ts
- Go after less competitive keywords
- Long tail keywords
- Find published topics with most engagement
- Niche sub topics (Google related search suggestions)
- Stay away from bad content topics - Inflated traffic with no conversions
- Don’t write multiple posts on same search query
- Evergreen keywords > Topical

15. Second step
Content
repurposing
Distribution
Content
Creation
Content
Strategy
1 2
3 4

16. - Quality > Quantity
- Consistency
- Keyword optimization
- Pay attention to outline and format
- Add visuals, graphics and videos
- On-page SEO checklist
- Provide value now, sell later
- Steer away from over-analyzing metrics
Content Creation
2

17. Third step
Content
repurposing
Content
Strategy
1
4
Content
Creation
2
Distribution
3

18. Distribution
Time spent on distribution: 3x of content creation
- Social media
- Email newsletter
- Backlink outreach
- Forums and communities (Reddit, Slack)
- Free cross posting sites - Medium
- Influencers outreach
- Paid promotion
3

19. Fourth step
Distribution
Content
Strategy
1
3
Content
Creation
2
Content
repurposing
4

20. Content Repurposing
- Infographics
- Guest posts
- Slideshare
- Videos
- Podcasts
- Audio recordings
- Downloadables/guides
4

21. That’s great. But….

22. Quick-ish wins
- Guest post at top domain authority websites
- Mention influencers in your posts
- Interview influencers
- Use HARO to get potential backlinks
- Find freelance writers at Upwork, Fiverr, copy.ai

23. Handy free-ish tools
- Google search autocomplete
- Google Keyword Planner
- Answer the public
- Ahref
- HARO
- Hunter.io
- Google Search Console
- Screaming Frog
- Google Alerts
- Canva

24. Questions?
linkedin.com/in/nagpalmohita/