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How Content Marketing Helps Startups Build Brand Identity

As tech companies, startups need to leverage content for optimal reach

Contrary to popular belief, content marketing is more than just about SEO

How can startups use content to generate leads and create a brand identity?

As more and more startups are unlocking their potential through strong digital content — videos, blogs, articles and infographics — the need for dependable digital marketing services is not only increasing but is more imperative than ever for startups in the digital economy.

While most small and businesses are doing a great job at marketing with innovative campaigns and content, some of them are lagging due to the lack of the same. For any startup to become a growing business in today’s era, it must focus on marketing strengths and leverage content to reach more users and customers. This is the essence of content marketing and can help startups build a unique brand identity that helps them stand out from the crowd.

The following are some of the things that startups and new businesses need to keep in mind to build a brand identity with the help of content marketing:

Improving The Visuals

Visuals are more powerful than text and audio. For instance, when someone visits the business website, the first thing they notice is the layout and styling of the website. Sure, the marketing copy, product descriptions, etc. also help the visitor to develop an opinion, but the first thing that attracts them is the visuals.

To build a powerful brand identity, startups need to make sure that they use original and creative images, suitable blog templates and themes, etc. There are several brand identity design platforms that designers can use to revamp websites and also the overall brand. Most of these are also easily affordable and accessible.

Sharing Important And Relevant Content

Apart from ensuring that the website looks simple and appealing, content marketers must also take additional steps to improve the conversion rate. For instance, the links of whitepapers, brochures, and forms, etc. should be easily available for the visitors. Startups could also try to use tangible action verbs, be clear with the benefits of the products and services being offered, use testimonials and more.

Another option is a live chat feature which can keep visitors engaged. A lot of people are not quite comfortable calling businesses on phone or writing emails. A chat feature is simple and provides answers they seek easily.

Being Smart With SEO

In case it’s not known already, SEO, which stands for search engine optimisation is a crucial part of content writing. It’s all about making the content more search engine-friendly so that more people can find it online.

One of the most important steps in SEO is using relevant keywords. For instance, for selling T-shirts, some of the keywords that can be used include “T-shirts in Delhi” or “T-shirts for Teens” so that the right target audience arrives on the page. That said, it’s a good idea to learn how to create meaningful content without compromising on the quality.

Using An Efficient Lead Generation System

It’s natural for marketers and businesses to expect more customers when they are producing quality content. However, the cycle begins with a lead or a prospect, who is converted into a customer over time. To improve this conversion rate, startups must have an excellent lead generation system in place that collects and processes content efficiently. It should cover everything — starting from lead-identification, to lead-nurturing, and then finally lead-conversion.

Businesses can create content in a way that attracts more visitors by covering something original and informative, with catchy titles such as “10 Best T-shirt Designs Of 2019” or “Where Not To Wear A T-shirt”

Once a visitor has arrived and reads the content, startups need to nudge them towards converting this interest into a sale.

Promoting Brand Voice And Identity

Big brands are careful with the kind of content they share with the public. They also want to be in the headlines for good reasons. For instance, WhatsApp partnered with Invest India to support startups because it knew that it was a good move if it wanted to tap into the payments market and build a growing commercial ecosystem in the country.

The lesson here is this — create content and spread the brand’s voice and identity through this content. When a startup creates a strong brand identity, it sparks off a connection in the consumer’s mind that’s hard to shake off. Whether the startup brand is about luxury or simplicity or has a tech-heavy focus, it’s always advisable to stick to a consistent tone throughout the content — shifting from formal to informal writing is generally not advised, as this confuses the visitor who could have converted into a sale.

Content marketing has become one of the most popular forms of marketing today as everything has gone online. Nearly all businesses need to have an online and digital presence — no matter if it’s a startup or a Fortune 500 company.

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.