Somewhere along the road, the startup market was kidnapped by the logic of the creative economy.
Founders now believe:
- “If you build an audience, I will have an easier time to sell.”
- “If you publish valuable content, customers will come to me.”
- “The content is how to gain confidence.”
Every mistake.
No startup did not fail at all because he had no blog. Name high -growth start -up that failed because it had no content marketing strategy.
You cannot. Because it never happened.
Strain companies fail because: 1) did not find the suitability of the product market. 2) They spent like fools. 3) A mixture of fragile financial statements in addition to bad operations.
Not because they have exceeded “10 Saas Growth Hacks”.
The issue against content marketing
The content is not only eating your time –You will eat your startup to have lunch. You think you are building something, but in fact, you are just mixing the pixel units around them and calling them momentum. You will die because you get lost your best thinking about being interesting instead of necessity.
Do not try to be a media company when you don’t even discover how to be a company.
You ignore the strongest assets: your product
The best startups do not need the perfect LinkedIn strategy. They need a good product that people cannot silence them.
-
Tesla did not become Tesla because Musk wrote ambitious jobs. (Tesla happened, then people began to dissect each elon tweet.)
-
Superhuman did not win because they ranked “the best email production tool”.
The idea did not explode because they had a “high -value” news message.
Each of them built something good that the content was not necessary.
But the content marketing makes you spend more time talking about your product more than making it worth talking about it. If you are creating Canva graphics that explain why your product is amazing, ask yourself: Why is it not really clear?
You are playing for your weakness
If you are a technology founder, your chances are your greatest strength in formulating “valuable content”. But the marketing of the content gives you the most crowded battlefield, which finds interest on the ground and which is inhabited by all the creative genius provided by humanity: the Internet.
The content marketing pulled you away from your strengths. It forces you in a slow, inflated and competitive game as you fight against experienced creators and media companies – the people who Full work It is the content. And here you think you can compete?
While getting time to learn how to be an author, you neglect the strengths that gave you the courage to build a company in the first place.
Become negative instead of aggression
Content marketing is a waiting and vision game.
- He writes.
- to publish.
- Wait for traffic.
- I hope someone will turn.
Do this for a long time, and You will start convincing yourself that the reason why progress is not to be published enough. Therefore, you can rinse and repeat, and make more content – and is waiting for something. I promise, nothing. Unless a media company, the real problem will not be solved through the content of the content. Look at Airbnb men. You have dealt with CRAPPY check rates by bringing their cameras to homes and taking better pictures, not by blogging about the future of residence.
Founders love to market content because it is A safe way to feel productivity without doing uncomfortable disgust. Well, if you want to stay away from uncomfortable, you should think of returning to your office job.
You run out to the wrong finish line
Content marketing skillfully turns into a goal that looks success.
-
Instead of $$$ in the bank, the founders begin to measure social impressions.
-
Instead of customers who use the product, they track newsletter records.
-
Instead of winning the market share, they focus on LinkedIn’s comments.
Traffic is not traction. Awareness and participation do not pay bills. Real growth is customers, and criticism in it. If you do not know the difference between attention and work, the content marketing eats your mind. Do you really grow, or have you got more people to consume free content?
You kill your brand
Strange, right? You thought the viral content would help you build your brand. No, because the viral going means that you have to jump on every word tan, and every new format, and every other direction because what everyone talks about. Well, the directions do not care about seventy about what your brand represents.
Every time you chase the direction, you extend your delicate brand, and try to force it to enter a template that does not fit. You give up your goal to hit quickly, with ignoring the truth Building an unforgettable trademark means adhering to your weapons, even if this is what the algorithm despises.
The incoming still exists. You just do not need content to do so.
The direction of content marketing is a secondary result of misunderstanding people in the marketing received.
The incoming was and still is a genius, but the incoming marketing was never “just creating content.” It was about Creating an undeniable value before requesting the sale. (This, not relying on the ads paid for awareness.)
Make Hubspot content -working content The information was rare in 2006– They gave no one else. Today, everyone has a “final guide” for something. And if they don’t do it, GPT can make something based on a claim. The problem now is not a lack of content. It is a lot of content.
Here’s how to do the inner era in the post -content era.
1. Find out if the content is logical to you
Before another hour is lost on the blog post, ask yourself:
-
Is my fans actively looking for information, but struggling to find it?
-
Is there a knowledge gap that makes them hesitant to buy?
-
Does my competitors store visions instead of sharing them?
If the answer is yes, well. He writes. to publish. Owning space. If the answer is no, stop. Nobody needs a “10 best direction” menu. They have Google and Chatbots for that.
2. If people do not need more information, give them less problems
You know what is better than teaching people, how do they do something? Ensure that they do not have to learn in the first place.
You can write another thesis 1500 words. Or you can build something – a tool, advantage, experience – solve the same problem but without the need for people to read a set of text. Look at the content that dominates your space – posts that get all likes, posts and comments. Then ask yourself: How can I make this outdated bs BS?
This is an idea: Tell your audience exactly how much time and money you burn on the content – then tell them that you are abandoning it to build something free that already helps them. “We used to spend 20 thousand dollars in this quarter on the content, but instead, we use it to build a free e -mail generator working in Amnesty International for sales teams. Tell us what you need, and we will achieve it.”
People will talk about it. They will share it, and they will use it, They will remember the person who did something already instead of just saying something.
3. The content is not the only thing that gets organic attention
Another principle of internal marketing? Organic growth. Yes, the content generates organic awareness and conversation. So do a lot of other things. Like exciting works. This last resort because exciting works can have reverse results (although startup, that is, good public relationships), but at least you are practicing creative brain cells.
If you have to force people to see your content, then why not exceed the middle step only and forcing them to see your product instead?
Stop GPT for content ideas, and used this time to kidnap attention – start battles on X, sit on potential customer threshold for consecutive weeks with a reinforced paper mark, Anything that makes people talk about your company now, not in six months when Google decides to bless you with traffic.
(advice: When pulling a trick, just make sure that it barely costs you to implement it. This way you will not hate yourself if you do not get returns.)
Final ideas: Why marketing like a coward?
I built something of nothing. You ignored the safe path, told the skeptics to pay that, and betting on yourself. I took a step.
So where does this nerve go?
The second is time to market, I switched “Best Practice” instincts.
Innovation does not come from following the rules, and Attention will not be obtained by compliance.
I took. The market has exploded by people ready to do what no one else does.
Deal with marketing like dealing with your product – or get used to ignoring.
