There are two universal truths that will determine your start-up from the very beginning: a) developing an excellent product is not in itself sufficient for guaranteeing success, and b) as in all business ventures, the resources available to invest in marketing are very thin, perhaps better put: nonexistent.

In order to successfully hurdle these external limitations, here are four proposed content marketing strategies to begin using today for your business, in which everything will depend on internal factors that you, yourself, can control with time, effort and dedication.

You are Responsible for Sharing Your History

To begin, never leave in the hands of a journalist the possibility of telling the world about each step of growth of your new business. Not only because it will it be up to them if they want to publish your history or not, but also because you will be tied to “how” they want to transmit your story, experiences, successes, and failures.

A perfect example of this strategy being put to use is from the company, Buffer, who share in their content section, Buffer Open, each one of their experiences along the road, from how they define their values to how much their company invoices annually (currently over $6 million).

As they describe, it is the place that they use in order to diffuse information on their path toward better productivity, transparency and an excellent work culture.

Buffer Open

Surely you are thinking: “what does this have to do with content marketing?” The answer is simple: exactly two years ago, from a friend’s tweet, I came across a post redacted by one of Buffer’s founders, Leo Widrich, where he shared the presentation that they used to raise a half a million dollars in investments. Based on this first contact, I began to follow his blog. Six months later, when we needed a tool in order to administer the activities of our company on social networks, guess who we chose? Yes, Buffer.

Buffer Open 2

Without a doubt, if you are starting a new business venture, it is your duty as a founder to tell your story, share it, and then why not use this as a starting point for implementing a spectacular content marketing strategy.

Don’t Just Listen to Clients, Give Them an Answer

Surely as an entrepreneur you already know that the most important thing is to take the time to listen to your users, learn from them, and improve your product. However, the work does not end there.

On the level of content marketing, a very useful strategy is to collect these consultations, redact an excellent, high quality answer, and then publish it in a new section that is entirely dedicated for this use. It would be like a “FAQ” section but with a boost.

Moz is an example of this, through their “Forum Questions,” where experts respond to your doubts about inbound marketing, email marketing, search engine marketing, etc.

Moz Forum Questions

The potential for this strategy is huge:

  • a) Try and remember when was the last time that you made a claim to a company and you received a clear, precise, high quality answer? NEVER. If you are able to attend to your client’s consultations in correct form and time, they will value that, and you will differentiate yourself greatly from the competition.
  • b) Going beyond just customer service, in the future your content, via a “question and answer” section, will be indexed by search engines, and other users who are using Google or Bing will be able to find your content and will possibly be converted into one of your clients.
  • c) If you do this job well, over time it will become something massive that can be maintained with organic growth on its own (with a little bit of control and supervising, of course) where your clients ask and at the same time other users with more experience can give their own answers.

Just as we did in our “advanced questions and answers” section, obtaining over 165,000 visits per month, I am sure that you can do this too! Once again, the most important requirements for this to function successfully are patience and dedication.

The Duty of Every Founder is to Educate

One strategy that is beyond interesting is using your wealth of knowledge about the industry in which your start-up operates in order to establish yourself as an authority and point of reference.

This option for content marketing is viable thanks to everything that you had to learn in order to create your business venture, and what you have learned from day to day can be shared.

This puts you in a privileged vantage point with unique and indispensable characteristics that make you a point of reference in the industry. All of this knowledge transfers in to text, images and infographics, videos, tutorials, online conferences, eBooks, etc.

Someone that does this very well and who you can learn much from is Neil Patel, founder of big ventures such as KISSmetrics and Crazy Egg, with over $10 million in investments.

Over time, Neil secured his position as an expert in online marketing and each new start-up that he develops is automatically known by all of his followers who constantly learn things from his blog and online courses, as seen below.

Neil Patel Article

If you invest your time in generating valuable content based on your experiences when founding your business and what you will continue to learn down the line, just as much for this project as for others, you will without fail have an excellent group of followers who will be the best evangelists of what it is that you do now as well as what you will do in the future.

Another exampleis from Rand Fishkin, founder of Moz, who, through weekly videos, gives advice on his “search engine marketing” industry and has been seen by millions of people.

Rand Fishkin

The Comments of Clients are Key

Lastly, your start-up is in its initial stages, noone knows about it except your friends and family, and therefore, your greatest challenge is in getting new users who come to your project to trust in you.

For this, channel your work on a strategy for content marketing focused on the good and bad reviews made by real clients, even if they are just a few in number at the beginning.

For example, what can be more difficult than selling a car online? Yes, a car, not a cellphone or shoes. In order for a person to buy a car online and spend an average of $20,000 in just one transaction, they must have a great deal of trust in the business. Carvana is doing this correctly in their reviews section.

Take the time to watch more than 10 videos that they have filmed of their first clients. As can be observed below, there are not just written comments (which are more than 800!) but also videos filmed by real clients with the car that they ended up buying always in the background.

Carvana Video

This content has a value which cannot be calculated, which basically seeks to replace the trust a client has when they go personally to a dealership and speak face to face with someone in sales.

Below is an example of how this should be created proactively and is not something that happens from one day to the next. It requires time and investment:

Carvana Review

If Carvana can sell thousands of cars exclusively over the internet with this content marketing strategy that transmits trust and security to their users, you can also replicate it for your start-up.