We’ve talked already about creating a company blog for content marketing outreach for your tech business. This is an essential first outlet to sharing news that doesn’t depend on media having space for you in their editorial calendar. You can also guest post on blogs and conduct interviews. But how do you land interviews if you don’t have a super hot news topic to share? Create your own podcast, and bring all the great speakers and guests to you. Podcasts are also an idea that appeals to some people who like to consume visual or audio content rather than print. It’s not for everyone, but is a great tool in a combination of media for content marketing for your tech startup.
Rajat Jain has been in the steel industry over a decade, building business solutions. He used to be in sales. “Customers would send faxes on my phone number,” Jain says of the antiquated way steel is still sold in the manufacturing industry. “Because that was frustrating, I spent time in San Francisco to learn the startup way of selling — and ended up creating a marketplace for steel.” Eoxs was born. Jain describes it as being like Airbnb with a 2-sided marketplace matching seller and buyer. But the target? Steel distributors. Eoxs is based in California, but its new warehouse in Detroit already has 100,000 square feet of space with up to $200 million in inventory. Doesn’t sound like a lot for the gigantic manufacturing industry? This marketplace was created in 3 weeks.
You will reach a point at which your own content doesn’t move the needle much on audience building. Then it’s time to make space for guest posting on blogs and conducting interviews. This can take a lot of time. Ideally, this is handled by an in-house marketing person or your PR firm while you build the company. This way, you have an outlet to announce funding, new products, and key hires, to own your own publicity to some basic extent.
Ann Arbor-based startup Nahsai creates extreme environment materials and sensors for aerospace, defense, and industrial applications. As such they are at the forefront of seeing the defense industry, among others, adopt lean startup strategies for invention, project management, and manufacturing. In the case of aerospace, the market for private companies going to space (e.g. SpaceX) is so new that companies have to invent and produce parts in-house for their rockets in many cases. But whether it’s a private or public contract, when companies like Nahsai are brought on board to contract out parts, the industry is recognizing that the product development cycle is shortening dramatically and large contracts can’t deliver on time and still be relevant. Enter lean startup strategies.
Content marketing can be overwhelming for a business until the budget is there for bigger longterm communications programs. If you’re a startup owner or solo marketing manager, you’re already doing a lot with a little. But if you’re building a company, the time is already here to get started on content marketing, because content marketing is a long game that takes time and is an integral part of brand building. Many startups give up too soon, but you can handle content marketing, whether you do it yourself or hire it out. It doesn’t have to be fancy, but it does have to be focused in a few particular ways to succeed over time. You can start your own content marketing if you stay focused and don’t let initial slow traction get you down.
Pocketnest, a new app for next-gen financial wellness used by top credit unions and companies like Cisco and Henry Ford, has experienced explosive growth over the past year after closing its Series A funding round in 2019. The Ann Arbor-based fintech startup was founded by financial advisor Jessica Willis just 12 months ago after realizing there was very little out there in the way of non-transactional financial wellness apps for Gen X and millennials who were looking for technology to ease communication with financial advisors and to glean accessible financial wellness education and advice. Now boasting 8 enterprise clients with 20% user growth month over month and 40% growth month over month from an enterprise standpoint, Pocketnest now works with the top 3 largest credit unions in the United States–Wright-Patt Credit Union, Lake Trust Credit Union, and MSU Federal Credit Union–and growing.
Torrance Learning is an online training software company based in Chelsea, Michigan, just west of emerging tech hub Ann Arbor. Torrance has won awards from the eLearning Guild Demofest and the Brandon Hall Awards for its methods of developing new forms of instructional design, primarily for corporate training. The small consultancy has thrived thanks to the innovative thinking of founder Megan Torrance, who has adapted agile programming methods for application in instructional design and corporate training.
Cars are gonna fly any day now, or so the story goes according to the non-transportation media. It’s a nice thought, and it will be here eventually. Everybody wants to live like the Jetsons, right? But the reality of drones, self-driving air transport, and the integration of ground and air transportation communication and highways is on the way. It just looks very different than you might expect.
If you’re seeking treatment for addiction, whether alcohol abuse or opioid or other substance abuse, there is now an option that brings the privacy and convenience of telemedicine to the entire process, from drug testing to medical followups to therapy. Workit Health is a medical tech startup out of Ann Arbor, Michigan, which recently closed on a Series A round of funding, and has drastically increased staff to handle the vast need for addiction recovery services in Michigan and beyond. The service recently expanded to California, New Jersey, Alaska, and Washington State.
Happy New Year, everyone! We are excited to kick off this new year with expanding interviews and test drives with the coolest new tech coming out of Michigan, but we need your help. Cronicle Press Tech News is supported through sponsorships of various kinds, and now you can become an individual or corporate Patron as well to help fund the work we are doing to cover the historic growth of tech in the Great Lakes area.
You live in Ann Arbor or maybe you just work here. From the chatter on the street or in the restaurants, you know thousands of people here work in technology. Walking from Main St. to State St., it’s hard to not notice a tech t-shirt, banter about code, signs on offices with made up words. Whether they’re startups or billion dollar businesses with offices here, tech is all over Ann Arbor today and they’re all hiring. There is so much happening, where can we all find out about what’s going on where?