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.
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.
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.