Katie Cole and Craig Cannon PR + Content for Growth by Kat Mañalac and Craig Cannon a framework on content marketing, PR, and growth to help startup founders expand their markets. The primary task for founders is to clearly and concisely tell their startup story throughout the company’s lifecycle so that it can be easily shared. This report aims to provide practical PR and content marketing strategies to enhance brand awareness and market competitiveness for startups.
Importance of Content Marketing
Content marketing includes various forms like podcasts, videos, and blogs, focusing on creating valuable content for different channels. In the early stages, treat content as a product, creating targeted content for specific market audiences to avoid customer loss and save resources. Content marketing not only increases brand awareness but also fosters user engagement and loyalty.
Steps for Implementing Content Marketing
Define Goals: Before investing significant time and effort, clarify goals and understand user needs, focusing on core issues. Goals might include increasing website engagement time, attracting new users, and enhancing brand awareness.
Create Quality Content: Produce high-quality content based on user needs, such as blogs, videos, and podcasts. It's recommended to brainstorm weekly or bi-weekly and spend a day or several days writing a blog post.
Promote Content: Promote content through media and social platforms. Media promotion alone isn’t sustainable; focus on user acquisition strategies. Use social media and personal channels for promotion, leveraging friends and family to enhance content dissemination.
PR Strategies
Build Relationships with Media: Initially, establish and maintain media relationships independently to save outsourcing costs. Spend at least 30 minutes weekly reading industry news, listing relevant publications, media, and journalists. Develop a three to six-month news submission plan.
Write Pitch Materials: Prepare a one-sentence summary, a detailed three-to-five sentence introduction, and answers to common journalist questions. Clearly explain the business, customers, and reasons, sparking attention and inquiries.
Choose Media Outlets Wisely: Select the right timing for news submissions with targeted media. Offering exclusive reports to preferred media can increase news value. As the company grows, consider simultaneously briefing multiple influential media outlets.
Maintain Relationships with Journalists: Avoid excessive harassment, follow up moderately, do not interfere with headlines or article creation, and respect journalists’ work. After publication, fully utilize social media and personal channels for promotion. Building good relationships benefits future cooperation.
Case Studies
So cent bird: Specializes in perfume and cosmetic subscription boxes, enhancing brand awareness through Instagram influencer marketing. Y Combinator (YC) attracts potential audiences through content marketing, such as Paul’s essays and Hacker News platform. Building relationships with journalists independently saves outsourcing costs and expands business.
Orbi Company: Develops flying robots to assist retail inventory management and monitoring, promoting brand awareness through influencer marketing and media promotion. Identify target audiences and news hooks for targeted news submissions, choosing the right timing to improve publicity effectiveness.
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