Building A Bootstrapped Content Playbook


No matter where your brand is in its journey, whether you're just getting started or you're a well-established company, content is essential

A few years ago, while running my own startup, we had a great product, but we were struggling to get noticed

That's when I developed "The Content Playbook," a strategy born from the lessons I learned

Ever felt like you’re pouring your heart, soul, and resources into content marketing, only to watch your efforts vanish into the digital abyss? A few years ago, while running my own startup, we had a great product, but we were struggling to get noticed. 

We poured a lot of resources into content marketing, but it wasn’t enough. We needed to find a way to reach our target audience in a more effective way.

This experience ignited my passion for efficient content strategies. I knew there had to be a better way to leverage content for brands, no matter their size or budget. 

That’s when I developed “The Content Playbook,” a strategy born from the lessons I learned and have delivered over two million organic LinkedIn impressions in the last 1 year. Today, I’m sharing it with you, hoping it transforms your brand’s content game, just as it did for mine.

The Bootstrapped Content Playbook

No matter where your brand is in its journey, whether you’re just getting started or you’re a well-established company, content is essential. But it’s not just about creating any type of content. It’s about creating the right content for your target audience and distributing it in the right way.

Content that doesn’t reach your audience is worthless. As more and more people use AI-curated content feeds, it’s important that your content is relevant and engaging. That way, it won’t get lost in the shuffle. But don’t worry, you can still control the distribution of your content through channels like email, SMS, and influencers.

Here’s what I call “The Bootstrapped Content Playbook” to help you efficiently leverage content:

  • Hire a Press Secretary for Your Brand: A short-form content creator who specialises in vertical, algorithm-driven, short-form content for platforms like TikTok, Instagram Reels, and YouTube Shorts. They create content that is fresh, relevant, and engaging for your audience.
  • Build Your Own Creator Network: Build relationships with content creators who share your values and interests. They can be valuable partners in creating engaging and informative content that resonates with your audience.
  • Find a Good Designer: A talented graphic or web designer can elevate your brand’s perception. When you work with overseas designers, you’ll have access to a wider range of skills and expertise. You’ll also be able to save money on labour costs, which can free up your budget for other marketing initiatives.
  • Seed Products to Influencers: When launching a new product, consider gifting it to influencers and industry reporters. Their reach and influence can help you generate valuable awareness for your brand.
  • Build a Library of Product Renders: Creating a library of product renders can give you more flexibility and speed in content creation. This is because you can easily reuse the renders for different assets, such as your website, marketing materials, and social media posts. When creating the library, be sure to include a variety of renders, including different angles, lighting conditions, and backgrounds. This will give you more options when creating content.
  • Host Events: Events can be great opportunities for content creation. You can make them more experiential by inviting key individuals or sponsoring events that align with your brand.
  • Use Online Design Tools: There are a number of online tools that can help you, such as Canva, Figma, and Flair. These tools can help you with everything from designing graphics to creating presentations.
  • Reinvest in Content Infrastructure: As your brand grows, it’s important to reinvest in your content production infrastructure to maintain efficiency. This means investing in the tools and resources that will help you create and distribute content more effectively. For example, you might need to invest in better software, training for your team, or even new equipment.

To wrap up, I want to leave you with this: content is essential for your brand’s success. How you create and use content is just as important as the content itself. 

The Bootstrapped Content Playbook is more than just a collection of strategies; it’s a guide to help you make the most of your resources and reach your target audience. 

Whether you’re just starting out or looking to scale your business, this playbook will help you create content that drives results.

As you embark on this journey, keep these principles in mind. Content is your canvas, and distribution is your brushstroke. The future of advertising and AI is full of possibilities, and by mastering the art of content creation and distribution, you are well-positioned for a successful career.

Now, go out there and put these strategies to work. I’m excited to see your brand flourish. Cheers to your content-driven success!

Note: The views and opinions expressed are solely those of the author and does not necessarily reflect the views held by Inc42, its creators or employees. Inc42 is not responsible for the accuracy of any of the information supplied by guest bloggers.

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