Start-up startups: what content strategy should you adopt?

As the founder or founder of a start-up startup, we have plenty of them. Business plan validation, sales, operations management... Our last priority is often creating content. Anyway, what do we mean? Who are we talking to?

Is it really worth it to start creating content now?

Whom should I contact?

Can I convert leads from the start? What should my goals be?

And of course: “As long as I spend, I'm going to hire employees...”

However, the first mistake in content marketing Is to start too late.

The content strategy for a startup is a crucial component for its development.

So: should you invest in a content strategy from the start? Is a traditional agency adapted to our start-up needs?

No and no.

My aim in this article is to dissect with you the content strategy for early-stage startups, examining its importance at each stage: from launch, where everything is still to be tested, to growth, where you need to consolidate what has been achieved.

Part 1: The art of content strategy at startup

‍Launching a startup is often synonymous with uncertainty and experimentation. It's the same when it comes to creating content. In this maelstrom, what you need is a compass more than a comprehensive content strategy. What you actually need is a viable and minimal content strategy (Minimum Viable Content Strategy).

A minimum viable content strategy What is it?

‍Pierre Herubel Describes it very well in this publication:

The viable and minimal content strategy

A minimum viable content strategy is inspired by the concept of a Minimum Viable Product (MVP) in product development. The idea is to start with the most basic version of a content strategy that's enough to reach your first users and gather valuable data on how they react.

Here are the key characteristics of an MVCS:

1. Targeted: The strategy focuses on a specific audience, aiming to meet their specific needs and pain points.
2. Tested: Rather than launching a comprehensive content strategy, MVCS is testing different approaches to see what resonates best with the audience.
3. Iterative: Based on feedback and data collected, the strategy is constantly refined and improved.
4. Effective: The strategy aims to achieve the maximum impact with the minimum of resources, in terms of time, budget and effort.
5. Flexible: It is designed to be adaptable, allowing rapid changes based on user feedback.
6. Simple: The strategy avoids complexity and focuses on creating content that can be quickly produced and distributed.

In short, it's a pragmatic approach to getting started with content marketing. It allows you not to spend too much money and effort until you understand what really works for your audience. It is a strategy for continuous learning, adaptation and improvement.

Let's see how to apply it in concrete terms...

Preparing your MVCS

To get started with your Minimum Viable Content Strategy (MVCS), here are the steps to follow:

1. Define content goals:
   • Figure out what you want to achieve with your content. This can include brand awareness, lead generation, user engagement, or market education about your product or service.
2. Know your target audience:
   • Create personas to represent your ideal customers. Understand their challenges, needs, and content consumption habits.
3. Identify key content themes:
   • Select topics that resonate with your audience and that are relevant to your brand and goals.
4. Choosing the right formats and channels:
   • Based on your audience and resources, decide what types of content you can produce (blogs, videos, podcasts, infographics, etc.) and where you will share them (social networks, company blog, newsletters).
5. Create a simplified editorial calendar:
   • Plan the production and publication of your content. Start small: one or two types of content across a few channels to get started.
6. Producing content:
   • Create your first batch of content by focusing on quality over quantity. Make sure it's well-aligned with your goals and resonates with your audience.
7. Set up monitoring metrics:
   • Figure out how you'll measure the success of your content. This could include metrics such as website traffic, social media engagement, number of leads generated, or conversion rate.
8. Publish and promote:
   • Publish your content according to your editorial calendar and use organic or paid strategies to promote your content to your audience.
9. Analyze and iterate:
   • Evaluate the performance of your content based on the metrics you've established. Learn from this data and use it to adjust your strategy. Experiment with different types of content and promotional approaches.
10. Get feedback:
    • Encourage feedback from your audience and pay attention to comments. This information is valuable in refining your strategy.

11. Continuously improve:
    • Use feedback and analytics to continuously improve your content. Feel free to experiment with new ideas that could better meet the needs of your audience and better meet your goals.
12. Scale and expansion:
    • Once you've identified what's working, start increasing your content production and expanding your presence across other channels. Add variety to your formats and explore new strategies to engage and grow your audience.

The MVCS phase can last as long as your startup has not reached its Product Market Fit. Some businesses will decide to launch larger campaigns with traditional product launch strategies and will then return to an MVCS. One thing is certain, once you have reached the growth stage, it is time to invest more...

Part 2: Content Strategy in Growth Phase

Jump in time: your startup has done well and you (finally) have a Product Market Fit.

Now, it's about turning successful trials into robust content programs. From podcasts to long-form videos, your content now needs to be designed for sustainability and brand authority, while continuing to generate a long-term return on investment.

‍Content is no longer just a growth tool; it's becoming an integral part of your brand. Strong content programs like webinars, in-depth case studies, or podcast series build your reputation and build the trust of your users.

Analysis and adjustment: the echo of your content

‍Ongoing evaluation is essential. Look beyond Vanity Metrics and look for the real impact: increased session time on your site, quality of leads generated, engagement on social networks. This valuable data will guide you in adjusting your strategy.

‍A solid strategy requires a clear understanding of which channels work best for your brand. Get a team or partners that can create and deliver quality content that will resonate with your prospects and customers.

Understand that content that worked at the start-up stage may require redesign to adapt to the expectations of a growing business.

Practical checklist: the survival kit for your content

‍To help you avoid missteps, we've compiled a handy checklist, from startup to growth content. At each stage, key points to consider and pitfalls to avoid.

At startup:

1. Define your brand identity:
   • Do you have a clear mission?
   • Are your values communicated in your content?
2. Know your audience:
   • Have you created customer personas?
   • Does your content address their problems and pains?
3. Focus on speed and agility:
   • Can you produce content quickly?
   • Have you put in place mechanisms to collect and act on returns?
4. Test different formats:
   • Are you experimenting with various content formats (posts, videos, images)?
   • Are you tracking performance to identify what is working?
5. Get ready to pivot:
   • Is your content adaptable based on feedback?
   • Do you have a strategy for quickly pivoting if needed?

In the growth phase:

1. Develop content programs:
   • Do you have long-term content initiatives (blog series, e-books)?
   • How do you measure their long-term success?
2. Establish brand authority:
   • Does your content reinforce your position as a thought leader?
   • Do you incorporate expert testimonies and case studies to build credibility?
3. Optimize for conversion:
   • Does your content include clear calls to action?
   • Do you have defined user journeys that lead to conversion?
4. Evaluate and adjust:
   • Do you have defined KPIs to evaluate your content?
   • How do you respond to data to improve your strategy?
5. Innovate continuously:
   • Are you testing new content ideas?
   • Are you staying ahead of content trends in your industry?

Conclusion: content is king, context is queen

‍The content strategy for a startup is not static; it evolves with your business. Stay focused on adaptation and innovation, because that's how your content will continue to propel your growth in an ever-changing world.

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Creasprint helps SMEs and startups to succeed on social networks. Our sprint approach to creation and analysis allows you to avoid risky start-up expenses while ensuring the continuous improvement of your communication strategy. Our scalable pricing is perfect for startups and start-ups.