Social Media, Strategy & Tactics, Tools

Content: The difference between success & failure

Being a startup isn’t easy. No %&$* Sherlock…

But really, taking an idea and shaping it over and over until it becomes something that vaguely resembles a business is an incredibly hard and maybe even masochistic thing to do. And to make things even more challenging, coming up with the service and identifying an audience to sell it to is only the first step on the long and windy road towards success. Once you’ve done all this, you must now distinguish yourself in the marketplace.

Unfortunately, the “If you build it they will come” philosophy couldn’t be further from the truth for the startup community. Unless you are one of the rare – once in a generation industry disruptors – chances are you will be engaged in a constant battle for customers with dozens of competitors who have similar business models to your own. If this sounds like you, fear not, there is a secret weapon that can immediately help you rise above the fray: Content.

content-is-king

It’s true, content is King. It gives your business a voice, perspective and a story. Each piece of content that you generate – from a blog post or a Tweet, to a byline article – tells your customers and prospects why they should be doing business with you. But like anything else, developing content needs to be done thoughtfully and strategically.

Here are three keys to remember when creating content:

Make it Shareable:

Normally this is where people talk about the importance of knowing what sort of content plays better on different channels, i.e. Facebook vs Pinterest. But this is not what I mean. By making it shareable I mean using what I like to call the “worth-a-damn radar”. Don’t spend 3 hours creating a piece of content that may have been topical three years ago but today has the sharability of a toothbrush. Being helpful is the number one way to get shares. Have a solution to a problem that many of your customers are facing? Maybe a unique perspective on a well-read topic? If so, you’ll probably hear the “worth-a-damn” meter start to buzz. But if you’re simply regurgitating old news or ideas, the only sound you’ll here is the tick of the clock as you continue to waste time – something no startup can afford.

Make it Arresting:

We are bombarded by an enormous amount of content and messages each and every day, but remember only a few. Those that do “break through” contain something arresting that allowed them to be deposited in our memory banks instead of sailing into oblivion hoping to latch onto another unsuspecting prospect. Using imagery, video, or any type of multimedia increases the chances that your content will actually be consumed by those you intended it for. Another way to make content arresting is by using catchy headlines (Five Tips to Writing Better Headlines).  This is not earth shattering, but too often I see good content that looks boring, and therefore doesn’t get consumed.

Make it Your Own:

We all have unique voices, and your company should have one too. These are brand basics. And if you don’t build a brand, you run the risk of becoming a commodity. Today’s customer wants to do business with a company that has a personality. It may take time to find your voice, but once you do, you will have a consistent way to tell your mission, values and philosophy. This is what separates you from the guy around the block who has a very similar offering, but no voice. Again, this takes time and practice, but is well worth the effort.

Use content to your advantage wherever you can. Start a blog, build a website, engage on social media. Today’s customer has the advantage of having a never-ending list of companies to do business with. Take back your advantage by using content to distinguish yourself.

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