Growing your Content

Track, Measure and optimize content

You need to measure KPIs including website traffic, social engagement, conversion rates and lead generation, depending on your goals.

As your startup grows, it’s very important to review your content strategy continuously. Once your business becomes profitable, consider hiring an internal marketer or an external marketing agency with the expertise to execute your strategy seamlessly.

By tracking your strategy’s performance, you can see trends and tweak accordingly to improve traction. You should interpret the data for insights that inform your strategy as it evolves. For example, high website traffic might indicate that your content is reaching a large audience, but low social engagement rates might suggest that the content is not resonating with them.

Building strategy from scratch

Firstly, you can maximize your resources.

Why is it so important to focus on content from day one?

When you’re a startup with a limited marketing budget, content is a cost-effective way to reach your target audience compared to paid advertising. Secondly, you can showcase traction to investors. The success of your content strategy can be used as proof of your popularity in the market you operate in. Thirdly, you can benefit from early audience discovery and testing. Monitor how your customers respond to your messaging and gain a better understanding of what content resonates with them.

Investing in content creation and distribution may seem like just another to-do item on an already long list when you’re just starting out, but the impact of a well-executed content strategy can be immense. Content marketing is too critical to leave as an afterthought, especially when it is the foundation of how you communicate with your audience.

Avoiding taking of shortcuts

You should monitor which marketing methods are working or failing. Then you can make informed decisions about your strategy’s performance and tweak where necessary.

If you fail to create a strategy from scratch, you’ll poorly execute a plan with inconsistent messaging.

Instead of a haphazard approach, start with a proper plan that the whole company is bought into.

Before you start, don’t assume you know your audience intimately; gather data to build a comprehensive understanding to create content that resonates. Even if you’re not technical, don’t ignore metrics.