Why Content Marketing Is Perfect For Brand New Companies
By Amanda Clark
Launching a new company is always a little daunting—and one of the greatest challenges of all is building a name and a reputation. A well-established brand like Coca Cola can fall back on decades of associations and general consumer familiarity; when you have a startup that nobody’s ever heard of, though, generating buzz can feel like an uphill climb.
One of the best ways to stake out a name for your company is to invest in content marketing. Indeed, we’d say that content marketing is uniquely helpful for brand new businesses—and we’ll tell you why.
Content Marketing Makes You Credible
Why should consumers trust you with their hard-earned money—especially when you don’t have much of a track record to fall back on? To cut through their distrust and cynicism, it’s vital that you prove yourself to be reputable and authoritative.
Content marketing can help you do that. You can display real thought leadership, and offer invaluable insight and advice. You can prove that you know what you’re talking about through helpful blog posts, how-to videos, etc.
The secret here? You have to give away content that’s actionable and valuable. That’s the only way buyers will know that they can trust you to truly help them.
Content Marketing Drives Traffic
The website of a brand-new, not-yet-established business offers limited interest to the average consumer. Social media posts and blog entries that speak more immediately to consumer needs, though—those things can grab attention. And in doing so, they can also send people to your website.
Content marketing is the gateway. It’s what gets people through the door. But once they’re in, you can use compelling calls to action to point them to your website, where you can lead them down the sales funnel. As a subset of that, you can always use content marketing to grow your contact list; for instance, by asking for a name and email address in exchange for a really compelling white paper or downloadable PDF.
Content Marketing Can Clarify Your Value Proposition
The bottom line, really, is that consumers may have a hard time wrapping their head around what, exactly, your new business offers—or what’s in it for them. Content marketing can be your vessel for identifying problems and pointing to your company as the solution. And by showcasing your know-how in a non-salesy way, you can ultimately help consumers feel more comfortable doing business with you, providing them a better sense of how you can deliver value—and how they can benefit.