Creating online assets for your start up is great. 

But when these assets consist of useful content?  That’s when you really hit the nail on the head.

You see in the digital era, content is king ! It is a must have for a new business, regardless of size.

Let me shed light on this assertion by discussing 6 reasons why every start-up needs content marketing in 2019.

First off though, here is a quick definition: Content marketing basically is a marketing technique whereby you create and distribute valuable content to educate people with the end goal of capturing leads and lure them to make a purchase.

There are many ways to implement content marketing, including blogging, email, vlogging, newsletters, social media posts and podcasts.  

This sounds simple but it actually requires strategic long term planning, consistency and creativity in order to fully leverage the power of content.

Nonetheless, you cannot afford to ignore the fact that content marketing in a viable growth channel for your start-up. 

So, what makes content marketing special?  Read on: 

Content marketing is non-intrusive 

Unlike traditional marketing, content marketing is non-intrusive and even permissive

Traditional advertising says: Stop what you are doing and pay attention to product X. This is usually availed to potential customers via pop-ups and ads on social media, TV, Radio or Youtube.

In my experience, people hate it!

Just think of it, how many times do you watch Youtube ads ?

On the contrary, content marketing allows you to drive рrоfіtаblе customer асtіоn without selling to them.

Moreover, only targeted prospects consume your content meaning that you actually have permission to market to them, only that this must be done in a subtle manner.

Do not spook them! 

Content marketing has influence over other online strategies   

Experienced content marketers know that a good content marketing strategy can be a driving force for other marketing activities.

For example, content will help you build an email list.

And good content is essential to an effective social media strategy.

 Content marketing is also essential to building organic traffic which in turn raises your brand’s chances of dominating search results for your target keywords.

In fact, when it comes to SEO (both on page SEO and off page SEO), content determines to a large extent which websites get traffic

Content marketing creates familiarity and bolsters brand awareness

The importance of brand awareness can hardly be overstated.

At the very basic, brand awareness has an influence on the consumers purchase decision.

This is especially true when a product/ service is associated with a perceived risk.

 Familiarity with a brand also reinforces trust and confidence and influences attitudes and perceptions, which are all key drivers of brand loyalty. 

However, your content marketing efforts must be consistent and strategic.

Strategic because regardless the industry your content targets “there are universal brand awareness phases that act as guidelines for content development. Each phase calls for a particular type of content”

To be consistent means that you need to create and distribute useful content regularly. This way, you create multiple points of interaction for your target audience and increase your prospects exposure to a brand name.  

Content creates and reinforces Your Brand “Voice”

 The term Brand voice simply refers to the style of writing and the tone of your brand messages. 

Your brand showcases its voice every time you send out a message. This could be in the form of a blog post, social media post, press release or even an advertisement. 

Leverage content marketing to create a consistent voice that is easily digestible and relatable. In other words, content marketing offers the opportunity to a recognizable voice and to create similar experiences across a myriad of online marketing channels. 

You can take this a notch higher by infusing your content with emotions so as to create an emotional response to your brand.

It is also worthwhile noting that, “A brand voice, though, isn’t about the creation of a non-human voice. It’s about being consistent with the voice you are creating – positioning yourself as an easily identified and authoritative source for your area of expertise. Similarly, a consistent brand voice and vocabulary is essential to implementing localized content and intelligent content strategies effectively.” Content Marketing institute.  

Effective Content marketing Builds authority and Trust

This is in line with the principle of reciprocity. According to German economist Armin Falk, reciprocity means that, “people reward kind actions and punish unkind ones.

  Note that the theory takes into account that people evaluate the kindness of an action not only by its consequences but also by the intention underlying this action.”

This is a no brainer in the online marketing space !

For example, in e-commerce, you’re basically asking strangers to hand over money to you.

Why would they want to do that unless they can identify you as an authority?

The truth is that in order to make sales you have to make people believe that your business is legitimate by providing authoritative and useful content. 

Remember that establishing trust, in any aspect of life, is an evolving process that requires patience. In this process it is impossible to attain higher commitment levels before the lower ones (see figure 1)


Content is kIng

In summary, the different levels in the Pyramid of trust imply that websites must satisfy user’s fundamental need for relevant information for them to build trust.

 As this process progresses, users become more comfortable, open to higher levels commitments and less sceptical. It is this at this point that you can make new demands. 

Good Content is not time sensitive and continues to attract traffic for years. 

Put simply, good content is evergreen.

It remains fresh for a long time (like the trees) and continues to attract visitors to your website long after you’ve published.

Examples of evergreen content includes: 

  • Tips
  • Listicles
  • DIY
  • How-to content
  • Product Reviews

Note what is not evergreen: Basically, content with an “expiration date” such as fashion trends, latest music, news. All these content types have a limited time of usefulness.

Extra Content marketing Tip: 

There are five fundamental brand awareness phases that content marketers should consider when strategizing: 

  1. Who Are You Stage
  2. I See You Stage
  3. I Like and Prefer Your Brand Stage
  4. I Must Have Your Brand’s Stuff Stage
  5. Customer Raves and Testimonial Stage

You can read more about the implications and characteristics of each phase here


Eliud is a website optimization strategist, copywriter and social media consultant living in Nairobi, Kenya. He is a fan of technology, design, and entrepreneurship. Eliud’s other interests include writing, reading and innovation.

Catford Digital Media