So you’ve started a company blog, guest posted for other media outlets and blogs, interviewed with podcasts or mainstream media, and pursued public speaking. That is already an incredible plan for content marketing, one that takes time to carry out and requires longterm consistency far beyond your company’s launch. If your tech startup is finding its sea legs on content marketing, there is one more set of ideas to consider, just to see if it fits your situation. That content marketing idea is: white papers or engineering as marketing.
Public speaking is one way to create more content as part of a content marketing strategy for your tech startup. Because many large conferences recently shifted online, public speaking has never been more accessible. If you would like to try conference or event speaking, you can get on the circuit several ways.
It was a tough year, that needs no emphasizing, except to say we extend our heartfelt sympathies to anyone who lost a loved one from COVID-19 this year, or from any number of other dangers that tangled up to make 2020 one of the most challenging years on record. At Cronicle Press Tech News, we were just kicking off our first full year of reporting on tech and startup news from Michigan and Midwest tech industries, and the uncertainty for us as a fledgling blog and for the companies we were reporting on was unprecedented.
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.
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.
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.
We are very happy to announce that Cronicle is now offering communications and content marketing consulting for tech startups and small businesses looking to accelerate their growth. Cronicle was founded by Ann Arbor husband-wife tech-media duo Archie Cowan and Laura K. Cowan, whose deep expertise in software development, technical architecting, publishing, online media, media analysis, and content marketing in technical industries creates a rich and varied background to allow Cronicle to offer consulting to founders who are crossing the chasm between launch and team growth.
We’ve all gotten them: the endless COVID-19 emails. Maybe you’ve even sent one. Every organization is shifting its policies to handle the coronavirus outbreak. But what happens when your new COVID-19 initiative or your entire company needs to pivot or rebrand in order to cope with changing times? Danielle Milner, founding partner and brand strategist of branding studio Do:Better, helps companies telling the story of how they’re helping and changing during COVID-19, and it’s more than spin. It can be surprisingly difficult, especially during stressful times, to figure out how to tell the story of how your organization is trying to help out, or why your mission has shifted to align with new circumstances. Do:Better helps companies of all sizes. Clients include United Way of Washtenaw County, Automation Alley, Ann Arbor SPARK, and Toyota. The design-focused branding studio out of Ypsilanti, Michigan, works with companies big and small, and according to Milner, “We do have a program specifically for tech startups.
Human Element, of Top 20 Fastest Growing Companies in Michigan, Creates The Kind of Culture They Want To Stay In
“We’ve been experiencing 3-4 years of 30% growth rate year over year,” Human Element’s Ben Lorenz tells us. “We’ve been an Inc 5000 company 3 years in a row and last year were named one of the Top 20 fastest growing companies in Michigan.” Ann Arbor is one of the fastest growing tech hubs in the Midwest, but what explains some companies like Human Element growing so much more quickly than others? To some extent, it’s positioning and the market they’re in. It’s no secret that AI companies are hot, as well as security. An e-commerce strategy company like Human Element has a lot of work to do catching up Midwest companies to digital business processes and online sales. But that’s not all it is.
Discoverability is an often overlooked but important topic for new ventures. Nick Suino of the Michigan SEO Group says he hears from companies a lot, from service providers to tech startups, who did marketing and SEO on their own to bootstrap and then come to him later with a website that won’t scale, or having neglected discoverability when they could have invested more in their outreach to start. It’s not always easy for a startup to know what to do when with marketing, since many are founded by professionals with industry-specific expertise and marketing comes after first sales. That’s why we were interested to hear from a company that supports other companies in getting SEO, online discoverability, and marketing off on the right foot.