Creating Content: New Business Vs an Established Business
Early-stage companies need a metric-centered content approach.
They have less knowledge about their prospect’s *actual* interests, questions, concerns, and objections.
If you've been in business for years, you have
- a customer base
- an established product
- lots of sales calls under your belt
Through these touchpoints, you know
- what your target group cares about
- what features of your product they like most
- what recurring objections and questions they bring up on sales calls
Based on this database, you can create inside-of-funnel content pieces which address specific concerns your customers have when moving through the sales cycle.
These posts might only get 100 views because they answer nuanced questions down the sales funnel.
But you know they are relevant for your target group–because customers *told* you–regardless of whether that post goes viral on LinkedIn.
Whereas if you just launched your company, you're missing interactions, conversations, and sales calls to exactly know
- what your customers need
- what features are appealing
- their most common objections in sales calls
Here's what you should be doing:
1. make educated guesses about your customers' interests and talk about them
2. look at the metrics of your posts (likes, views, interaction, engagement rate) to see which of your guesses resonated most
This way, you get a picture of your target group's interests and what direction to move with your content.
Both approaches are combinable.
But when you're creating content for an early-stage company, iteration and reporting play an essential part in your content marketing strategy.
As you know more and more about your customers' true desires, you can start trusting the process more and more.