Why your startup needs a content strategy (& how to build one that scales)

A content strategy for startups begins with a simple truth: Every piece of content needs a purpose. I learned this lesson the hard way when managing my first startup blog.

Armed with enthusiasm but no real plan, I spent three months writing what I thought were brilliant posts about industry trends. When I finally dug into our analytics, I discovered our most-shared article had exactly seven readers. Three were my team members, and the other four were probably bots.

That’s why a content strategy for startups isn’t just about creating content — it’s about building a system that attracts the right audience, nurtures trust, and drives actual results. Unlike paid ads, which stop working the moment you pause your budget, content marketing builds momentum over time, creating a sustainable engine for growth.

In this post, I’ll share how to build a content strategy that helps your startup scale, even with a lean team and limited resources. After working with dozens of startups, I’ve discovered what truly moves the needle — and what just creates busy work.

Table of Contents

What is content marketing for startups?

Content marketing for startups involves creating valuable, educational content that attracts and nurtures an audience over time. Unlike traditional marketing, which aims for immediate sales, content marketing is often a long game that builds trust, credibility, and a steady stream of qualified leads.

The investment in content marketing keeps growing. Research from the Content Marketing Institute (CMI) shows that 76% of organizations have dedicated content teams, reflecting a shift toward long-term content strategies.

Content marketing pulls double duty for startups: It boosts search visibility, establishes authority, and helps build meaningful connections with potential customers. And with 81% of B2B marketers now using AI tools, creating high-quality content at scale is more accessible than ever, even on a tight budget.

What makes a startup content strategy different?

Having worked with startups at every stage — from scrappy early days to scaling growth — I’ve seen how content strategy differs from what you’d find at an enterprise company. Startups don’t have the luxury of brand recognition or big budgets, so every piece of content has to work harder, move faster, and drive real results.

Maximizing Resources and Budget Efficiency

Startups have to do more with less — there’s no way around it. Unlike enterprise companies with dedicated content teams and hefty budgets, startups often rely on a lean team (or even just one person) to build and execute a strategy. In fact, 54% of marketers cite a lack of resources as their biggest content challenge. (Yep, I’ve been there.)

One way startups are closing the gap is through AI. HubSpot’s 2025 research shows that 35% of marketers now use AI for content creation, and I’ve found that, when used strategically, AI tools can help scale efforts without sacrificing quality.

For example, tools like Breeze, HubSpot’s AI blog writer, and Jasper can help startups create optimized content faster, while platforms like Canva make high-quality visuals more accessible.

Get started with HubSpot’s AI Blog Writer

Rapid Brand Building and Credibility

Startups don’t have years of brand equity to lean on, which means every piece of content needs to build trust and showcase expertise. According to the Content Marketing Institute, 87% of marketers say content marketing helps create brand awareness — but it has to do even more for startups.

I’ve seen startups establish credibility quickly by investing in thought leadership content, educational resources, and proof points that showcase expertise — even when case studies or testimonials are limited.

Loom’s early content strategy is a great example. It focused on video communication best practices to establish the company as an authority even before its product went mainstream.

Agility and Adaptability

In my startup roles, I’ve seen how crucial it is to pivot quickly based on market feedback and new opportunities. Unlike enterprise companies, where established processes can slow down content adaptation, startups have the advantage of agility.

That agility pays off — 74% of B2B marketers say content marketing has helped them generate demand and leads, proving that flexible strategies drive results. I’ve learned to lean into this adaptability, refining content strategies in real time as we discover what truly resonates with our audience.

Hyper-Focused Content Strategy

Large companies create broad content for multiple segments, but I’ve found that startups succeed by owning niche topics and speaking directly to their ideal audience. Instead of casting a wide net, the most effective startup strategies dive deep into specific pain points and provide high-value, actionable insights.

For instance, Ahrefs built its early content strategy around in-depth SEO guides that catered to digital marketers — a focused approach that helped it compete against much bigger SEO platforms.

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Why do startups need a content strategy?

After working with startups for over a decade, I’ve personally discovered that a solid content strategy isn’t just a nice-to-have — it’s what keeps a business afloat and fuels growth. I’ll walk you through why, backed by data and experience.

Building Credibility and Thought Leadership

Quality content helps startups stand out, even against industry giants. I’ve seen how a focused content strategy builds trust and positions a company as an expert. But without clear direction, teams often struggle — 42% of marketers say unclear goals are a major challenge. Having a well-defined strategy is what turns content into a real growth driver.

One of my favorite examples is First Round Capital, a venture capital firm that built a reputation as a thought leader through its First Round Review blog. Instead of pushing self-promotional content, they share deep, tactical insights from founders and operators, making their content a must-read for startups.

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Driving Organic Growth (Without a Big Ad Budget)

One of the biggest challenges startups face is getting noticed without spending a fortune on ads. I’ve worked with teams that tried to outspend bigger competitors, but the results were short-lived. The real long-term wins came from content — especially when optimized for search.

HubSpot’s 2025 State of Marketing research shows that visual and interactive content, like short-form videos and live streaming, are among the most effective formats for driving engagement.

I’ve seen how even a single well-placed tutorial or social post can drive steady inbound traffic over time. Take Notion, for example — the company built a following through blog posts, video tutorials, and user-generated content that naturally showcased their product’s value. Instead of pushing ads, they create content people actively seek out, making it easier to grow an audience organically.

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Customer Acquisition and Engagement

Attracting leads is just the start — what really matters is keeping them engaged. That’s where content marketing shines. It’s not just about bringing people in; it’s about giving them a reason to stick around. That’s probably why 96% of marketers say personalized content helps drive sales.

Startups, in particular, have an edge here. They can tailor content directly to their audience’s pain points without the layers of approvals that slow larger companies down. I’ve seen this firsthand — when a content strategy aligns closely with what potential customers actually need, the impact is immediate.

Zapier’s blog is a perfect example. It walks readers through real-world workflows, showing how Zapier’s product fits naturally into solving everyday problems. I remember coming across one of their guides when trying to streamline a project, and by the end of it, I wasn’t just informed — I was convinced Zapier was the right tool for the job.

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Cost-Effective Market Penetration

I’ve worked with startups where every dollar counts, and content marketing has always been one of the most budget-friendly ways to break into competitive markets. In fact, according to CMI, B2B marketers who consider their content strategies highly successful are more likely to:

• Generate demand and leads.
• Nurture subscribers, audiences, and leads.
• Grow loyalty with existing customers.
• Drive sales and revenue.

Canva’s Design School is a great example of using content to drive growth without a huge ad budget. By offering free design courses and tutorials, Canva attracts new users and shows them the value of its tools.

Building a Community (and Brand Loyalty)

The best startups don’t just sell a product — they create a space where customers feel like they belong. I’ve seen how startups that invest in community-driven content often gain something far more valuable than just engagement: genuine advocates. When people feel connected to a brand, they don’t just buy — they share, recommend, and rally around it.

The best startups don’t just sell a product — they create a space where customers feel like they belong. I’ve seen how this plays out. When startups focus on creating content that truly resonates, they don’t just attract buyers; they build lasting relationships. That’s often what separates a forgettable brand from one people rave about.

Glossier is a perfect example. Instead of relying on traditional marketing, it turned its customers into a community. By amplifying user-generated content and fostering conversations around beauty experiences, they built a brand where people don’t just use their products — they actively promote them.

It’s a reminder that great content isn’t just about what a brand says — it’s about how it invites people to be part of the story.

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How to Create a Startup Content Marketing Strategy

Creating an effective content strategy requires both data-driven planning and hands-on execution. While 76% of organizations have dedicated content teams, most startups operate with limited resources.

I’ve learned through experience that a solid content strategy doesn’t have to be complex — it just needs to be intentional. Here’s how to build one that drives real results.

1. Define your core content mission.

Understanding your audience is the foundation of a great content strategy. In fact, 82% of top-performing content marketers credit their success to knowing their audience deeply. But that kind of connection doesn’t happen by accident — it starts with a clear content mission statement, a guiding principle for every piece you create.

I like how Andy Crestodina from Orbit Media simplifies this into a straightforward formula: “Our company [or blog or site] is where [Audience X] finds [Content Y] for [Benefit Z].”

Here’s how Orbit Media applies it:

“The Orbit blog is where digital marketers find practical advice on content marketing, AI, GA4, and web design. Our goal is to help you get better results from the web.”

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Moz’s blog takes a similar approach with its mission statement:

“The industry’s top wizards, doctors, and other experts offer their best advice, research, how-tos, and insights — all in the name of helping you level up your SEO and online marketing skills.”

Notice how it clearly defines:

• Who it’s for: Digital marketers.
• What it delivers: Expert advice and research.
• The benefit: Helping readers improve their SEO and marketing skills.

From my experience working with startups, the best content missions are specific about who they serve, focus on the unique value they provide, and connect to measurable business outcomes. Having this mission visible and referenced regularly keeps content focused and prevents the common trap of creating content that doesn’t align with business goals.

2. Conduct strategic audience research.

Understanding your audience isn’t just about creating buyer personas — it’s about knowing what truly matters to them. What questions are they asking? Where do they turn for advice? What problems keep them up at night?

Yet, 29% of marketers say ineffective audience research is a major reason their content strategies fall flat. Here are some practical ways to gather real audience insights instead of relying on assumptions.

Quantitative Research (Data-Driven Insights)

• Google Analytics. Identify which content drives the most engagement.
• AnswerThePublic. Study search intent and common user questions.
• Sprout Social or Hootsuite. Track social listening trends and sentiment.
• SparkToro. Analyze where your audience hangs out online.

Qualitative Insights (Direct Feedback & Observations)

• Customer surveys. Aim for 100+ responses to spot patterns in content preferences.
• Customer interviews. Talk to 5-10 real customers (a small incentive helps with participation).
• Subreddits and Discord channels. See what your audience is discussing in real time.
• Sales call recordings. Look for recurring questions and pain points.

Key Metrics to Track

• Content engagement rates by topic.
• Time spent on different content types.
• Social sharing patterns.
• Email click-through rates by subject.
• Community discussion themes.
• Customer support ticket topics.

I’ve learned that spending extra time on research upfront saves countless hours later. When you deeply understand your audience, you’re not just guessing what they need — you’re delivering content they’ll actually care about. And often, this research uncovers content opportunities your competitors completely overlook.

3. Map your content strategy to the buyer’s journey.

One of the biggest mistakes I see startups make is creating content randomly without tying it to where buyers are in their decision-making process. Yes, it’s tempting to just publish and hope something sticks when you’re moving fast.

But, personalization only works when content meets buyers where they are. That, again, is probably why 96% of marketers say personalized content experiences increase sales.

The buyer’s journey typically follows three stages, and your content should guide prospects seamlessly through each one.

Awareness Stage – “I have a problem, but I don’t know much about it yet.”

At this stage, buyers are just starting to recognize a problem exists. They’re not looking for solutions yet — they’re looking for information. Your content here should focus on education and industry insights, not selling.

Best content types:

• Educational blog posts breaking down industry challenges.
• Thought leadership content.
• “What is” and “Why” content that helps define the problem (e.g., “What is SEO and Why Does It Matter?”).

Example: Ahrefs does this well by creating comprehensive guides on SEO fundamentals. Their content attracts beginners who are realizing they need SEO solutions — long before they’re ready to choose a tool.

Consideration Stage – “I know my problem. Now, I’m exploring possible solutions.”

Buyers in this stage are actively researching how to solve their problems and comparing different options. This is where you want to provide in-depth, solution-focused content.

Best content types:

• Detailed how-to guides.
• Solution comparisons (e.g., “HubSpot vs. Salesforce”).
• Expert perspectives on different approaches.

At this stage, the goal isn’t to push your product — it’s to help buyers understand their options and why certain solutions might be a better fit.

Decision Stage – “I’m ready to buy. Now I need to choose the right solution.”

Now, buyers are evaluating specific products or services. They’re looking for reassurance that they’re making the right choice, so your content should focus on proof and guidance.

Best content types:

• Product demos and implementation guides.
• Case studies, testimonials, and ROI calculators.

Pro Tip: Think Beyond the Sale

I’ve seen too many startups focus all their content efforts on attracting new customers while completely overlooking the people who’ve already bought in. That’s a missed opportunity. The customer journey doesn’t end at the sale — it’s just getting started.

Some of the most effective content I’ve worked on wasn’t aimed at leads but at existing customers. Onboarding guides, advanced tutorials, and user communities don’t just improve retention — they turn customers into advocates. When people feel supported and continue to get value long after they’ve signed up, they’re much more likely to stick around, renew, and even refer others.

So, while mapping content to the buyer’s journey is essential, don’t forget about the customer journey, too. A strong post-sale content strategy keeps your audience engaged, builds loyalty, and fuels long-term growth.

4. Choose the right content strategy framework.

A strong content strategy isn’t just about publishing — it’s about having a clear, documented plan that aligns with your goals. In fact, top-performing content marketers are twice as likely to have a documented content strategy with well-defined focus areas.

However, in a startup, too much structure can slow you down, while too little can lead to scattered, ineffective content. Finding the right balance is key.

Traditional content pillars have been a go-to approach for years, but newer frameworks are shifting the focus toward problem-solving and storytelling. Here are three content strategy frameworks startups can use, each with its own strengths depending on your goals and resources.

Traditional Content Pillars

The content pillars approach organizes content around three to five core topics that closely align with your expertise and market needs. It’s a structured, SEO-friendly way to establish topical authority while ensuring content efforts stay focused.

Example: A B2B software startup might build content pillars around:

• Remote team management.
• Workplace productivity.
• Digital communication tools.

Each pillar then branches into subtopics, creating a content hierarchy that helps guide creation and strengthens search visibility.

Why it works: It provides clarity and a strong foundation for scaling content.

Potential downside: It can feel rigid, limiting adaptability to emerging trends or audience feedback.

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The MP3 Framework

While the pillar approach provides clear direction and helps with SEO organization, Erica Schneider, founder of Cut the Fluff and content coach for solopreneurs and founders, explains in her newsletter, “When you’re stuck in the ‘pillar’ mindset, you start writing what you think you should write, not what actually matters.”

That’s why Schneider created the MP3 Framework, which structures content around three key elements:

• Market the problem. Clearly articulate customer pain points (sometimes better than they can themselves).
• Market the process. Share real implementation experiences and behind-the-scenes insights.
• Market the proof. Demonstrate tangible results and transformations.

I love this approach because it focuses less on rigid topics and more on what resonates with an audience in real time. It’s especially useful for startups where storytelling and credibility play a huge role in brand-building.

Flexible Hybrid Approach

If you like the structure of content pillars but want more flexibility, this approach blends both. Ashley Faus, head of lifecycle marketing at Atlassian, suggests structuring content around three to five broad conceptual areas rather than rigid, topic-based pillars. This allows for flexibility within a framework, so content can flow naturally across multiple themes while staying strategically aligned.

Instead of strictly categorizing content into fixed silos, this approach maps content to overlapping themes, or “content depths,” where the most engaging and insightful ideas often emerge. For example, a startup in the productivity space might have conceptual areas like:

• Collaboration in remote teams.
• Personal productivity habits.
• The future of work.

Rather than limiting content to one category, this model allows for cross-topic exploration, so a piece on remote work could tie into productivity habits or industry trends without feeling forced into a single pillar.

Which framework should you choose?

There’s no one-size-fits-all answer. The best approach depends on your startup’s goals, resources, and audience needs. Through my experience at several startups, I’ve found that success comes from maintaining enough structure to stay focused while staying flexible enough to evolve.

Content pillars are a solid foundation if your goal is SEO and authority-building. If you want to lean into storytelling and real-world impact, the MP3 Framework may be a better fit. And if you need a structured-yet-adaptive model, the hybrid approach offers the best of both worlds.

At the end of the day, your framework should serve your strategy — not the other way around.

5. Build a scalable content operations model.

I’ve learned that content operations don’t need to be complicated to be effective. What matters most is having clear, repeatable processes that match your team’s size and capabilities. In fact, 54% of successful content teams operate with just two to five people, proving that impact doesn’t require a massive team.

Startups evolve quickly, and content operations need to keep up. Here are three models that I’ve seen work well at different growth stages.

The Lean Creator Model

For early-stage startups, keeping things simple is key. I’ve seen small teams succeed by using just a shared Google Doc for planning, Trello for tracking, and Slack for communication. The goal isn’t to build complex systems upfront — it’s to create workflows that can scale later.

Instead of worrying about structure overload, focus on three core elements: planning, creation, and distribution.

The Growth-Stage Model

As your startup grows, so does your content operation. This is when organization and consistency become critical. I’ve seen teams at this stage thrive when they implement:

• A dedicated content calendar with clear ownership.
• Editorial guidelines to maintain quality and consistency.
• Regular content planning meetings to stay aligned.
• Basic performance tracking to measure what’s working.

​​This model adds structure without becoming overwhelming, making it easier to scale content efforts without chaos.

The Scale Model

At this stage, content production extends beyond the marketing team, requiring collaboration across the company. Many successful startups adopt a centralized content operations model, where:

• A core content team owns the strategy, execution, and editorial process.
• Subject matter experts (SMEs) from across the company contribute insights, ensuring content is informed by real expertise.

This setup helps teams scale efficiently without sacrificing quality. However, it’s worth noting that 33% of B2B marketers find accessing SMEs challenging, highlighting the need for effective collaboration strategies.

In my experience, fostering strong relationships with SMEs and establishing clear communication channels are crucial steps in overcoming these challenges and creating valuable content.

At this stage, robust systems become essential to keep content production running smoothly. I’ve found that tools like HubSpot’s CMS and Breeze (AI) for content automation, Airtable for editorial tracking, and ClickUp for managing workflows make a huge difference in staying organized as production scales. As teams grow, documenting processes becomes crucial for maintaining quality and consistency.

Pro Tip: Build for Growth, Not Complexity

I’ve seen startups struggle when they try to implement enterprise-level systems too early. The most effective content operations grow organically with the business, adapting to new needs rather than forcing complexity before it’s necessary. Start with the model that fits your current stage, but build in flexibility to evolve as you scale.

6. Choose and prioritize the right content channels.

Not every content channel is worth your time — especially in a startup where resources are limited. According to HubSpot’s State of Marketing 2025 research, short-form video (21%), images (19%), and live streaming (16%) deliver the highest ROI across all content formats. But instead of chasing trends, successful startup content strategies focus on channels that align with three key factors:

1. Audience behavior. Where does your audience actually spend time?
2. Team capabilities. What formats can you realistically create at a high level?
3. Business goals. Which channels support long-term growth and conversions?

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Owned Media Foundation: Your Website as the Hub

Your website and blog serve as your content hub, providing long-term SEO value and a platform you control. Every other channel should support and drive traffic back to this foundation.

For early-stage startups, I’ve found that investing in high-quality website content often delivers the most sustainable results. Organic search visibility compounds over time, unlike social media, where content lifespan is short. A strong, owned media foundation ensures that all other marketing efforts have a reliable, evergreen home base.

Strategic Channel Selection: Quality Over Quantity

Instead of trying to be everywhere, consider a focused approach. Choose one channel to master based on where your audience spends time and your team’s strengths. For B2B startups selling complex solutions, this might be LinkedIn and long-form content. For consumer products, Instagram or TikTok might make more sense.

Then, add a support channel or two that complements your primary channel. For example, an email newsletter can help nurture relationships with blog readers, while a targeted social media presence can amplify your reach.

Through my work with startups, I’ve learned that channel effectiveness often follows the 80/20 rule — 80% of your results will come from 20% of your efforts. Focus on mastering one channel before expanding to others.

7. Optimize your content creation workflow.

Only one in three marketers report having a scalable content creation model. The challenge isn’t just creating content — it’s producing high-quality content quickly without burning out your team.

Strategic Planning

I like to start each piece with a clear brief that outlines:

• Strategic purpose and target audience.
• Primary keyword and search intent.
• Key points and unique angle.
• Competitor analysis to differentiate.
• Required research/assets (images, stats, examples).
• Call-to-action and distribution plan.

I’ve found that front-loading planning actually speeds up content creation — it prevents the common startup pitfall of publishing content that lacks focus.

Smart Resource Optimization

Instead of treating each content piece as a one-and-done effort, I plan for repurposing before I even start writing.

For example, if I’m working on a detailed how-to guide, I don’t just think about the blog post — I also outline:

• Key takeaways that will make strong social media posts.
• Snippet-style insights that could be repurposed for an email newsletter.
• Core messaging that could translate into a sales enablement resource.

This approach unlocks the full potential of content while making it easier to scale content production without extra effort later on.

Quality Control Framework

To maintain consistency, I follow a three-step review process before publishing:

• Technical review. Fact-checking, accuracy, and completeness.
• Editorial review. Grammar, spelling, readability, and brand voice consistency.
• Final check. SEO optimization, visual elements, and distribution readiness.

I’ve found that spelling and grammar issues can undermine credibility, even in otherwise well-researched content. Readability also matters — content should be scannable and easy to digest, especially for busy decision-makers.

This structured approach ensures every piece meets high standards before it goes live.

8. Measure and refine content performance.

Tracking the right metrics ensures you’re not just creating content but creating the right content that delivers actual results. The best content teams don’t just measure success — they use data to continuously refine their approach.

Key Metrics to Track

• For awareness: Social shares, organic traffic growth.
• For engagement: Time on page, comment quality, bounce rate.
• For conversions: Leads and sales attributed to content.

I’ve found that mixing quantitative and qualitative insights gives a more accurate picture of what’s working. High traffic doesn’t mean much if engagement is low, and engagement isn’t enough if content isn’t driving conversions.

Quarterly Content Audits & Optimization

A quarterly content review helps keep your strategy aligned with business goals and audience needs. During these audits, I focus on:

• Updating high-performing content with fresh data to keep it relevant.
• Identifying content gaps in the buyer’s journey that need to be filled.
• Finding repurposing opportunities to maximize existing content.
• Revising underperforming content to improve engagement and conversions.

This process isn’t just about fixing what’s broken — it’s about doubling down on what works and evolving with audience behavior.

Refining the Content Funnel

Understanding how content moves prospects through the funnel is just as important as tracking performance. I analyze:

• Which content drives the most conversions?
• Where do prospects drop off?
• Are there missing content pieces that could fill gaps?

This insight helps fine-tune both content creation and distribution strategies over time. It also ensures resources are focused on content that actually moves the needle instead of just generating vanity metrics.

9. Distribute and promote your content.

Content success relies as much on distribution as creation. HubSpot’s 2025 research reveals that successful marketers spend as much time on content distribution as they do on creation. Through my startup experience, I’ve found that thinking about distribution before you create content helps ensure every piece reaches its full potential.

Create Once, Distribute Strategically

Think of your content as a valuable asset that deserves multiple spotlights. A single in-depth blog post can become a series of social posts, an email newsletter feature, and talking points for your sales team. This approach not only maximizes your content’s impact but also makes the most efficient use of your resources.

When it comes to immediate distribution, focus on three key channels:

• Your owned platforms (website, blog, email list).
• Social media (based on where your audience spends time).
• Community spaces where your target users gather.

Your ongoing promotion strategy should look beyond the initial push. I recommend setting up a system for:

• Regular content refreshes with fresh data and insights to keep high-performing pieces current.
• Strategic internal linking between related content to create topical authority.
• Relationship building with industry influencers and media.

Cross-channel amplification requires thinking beyond simple resharing. Consider how content can be transformed for different platforms. As I mentioned above, short-form video (21%), images (19%), and live streaming (16%) deliver the highest ROI according to HubSpot’s research.

But rather than chasing every format, focus on mastering channels where your specific audience is most engaged.

10. Continuously optimize.

Content strategy isn’t a set-it-and-forget-it exercise. CMI’s research found that while 58% of B2B marketers rate their strategies as only “moderately effective,” those who regularly optimize see better results. Through my work with startups, I’ve learned that small, consistent adjustments lead to major long-term gains.

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Each quarter, I recommend reviewing:

• Performance metrics. What’s driving traffic, engagement, and conversions?
• Resource allocation. Are efforts aligned with the highest-impact channels?
• Content pillar relevance. Are core topics still resonating?
• Emerging opportunities. What trends or audience needs should we address?
• Tech and tools efficiency. Are systems streamlining or slowing things down?

Understanding how content moves prospects through the funnel helps refine both creation and distribution strategies. The best content teams continuously evolve their processes, tools, and strategies based on real audience data and feedback.

Startup Content Strategy Tips

Developing a content strategy is one thing — executing it successfully is another. That’s why I always appreciate insights from experts who’ve been in the trenches. One of those experts is Kris Hughes, a content strategist with his own digital strategy consulting firm, who has a track record of turning content into real business results.

His approach to content creation is rooted in authenticity, strategy, and consistency. If you’re looking to refine your content strategy and drive meaningful engagement, his advice is worth noting.

Here are Hughes’ six tips for nailing your content strategy to generate solid, authentic leads.

1. If you don’t tell your brand’s story, someone else will.

As a founder with a million priorities, content like blogs and social media posts can seem like low-priority items.

But if you don’t tell your brand’s story, someone else will make assumptions and tell it for you.

Don’t sit on your hands when it comes to content. Your story and voice need to:

• Be authentic.
• Feel natural to you.
• Make sense to your target audience.

Pro tip: Look at your competitors — are they clearly telling their story? If not, they’re leaving content gaps you can fill to establish authority in your space.

2. Do a thorough brain dump.

Spend ~30 days on a “brain dump” exercise, using voice notes and free-form writing. Record every thought you have about your brand, then pass it on to someone close to your business but not a part of it.

Ask them what they see from the outside looking in. What words are used over and over again? What topics keep returning? This deep-dive step is vital for two reasons.

First, Hughes says, “People are their own worst marketers. There’s probably a ton about your own brand story you’re not telling. The deep dive and outside perspective bring this to the surface.”

Second, this exercise will spin off aligned talking points so that you can hit the ground running with a clear strategy and bank of great content — in your own words.

3. Extrapolate four key pillars for your content.

Sift through your brain dump and organize each idea, spicy quote, or topic into one of four pillars:

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Each pillar gives rise to specific types of content, and alternating between them will ensure the topics you speak about remain varied and fresh, but also on brand.

For example, one week, you may talk about the results you’ve driven for a client (Pillar II), and the next share some of your founder story (Pillar IV).

And if you ever get writer’s block, you can return to your pillars as inspiration and a reminder of what you want to convey to your audience.

4. Focus on community-building before you put out content.

Create a community from the get-go by interacting with your ideal clients, competitors, and peers through value-driven comments and messages.

This step gets you comfortable with how you write, how you portray yourself, and how people receive you.

Keeping track of comments you make (e.g., in Notion) will also ensure you have a content ideas bank; most valuable comments can usually be bulked up into a post.

5. Now, you can get your content out there.

Use your pillars, saved comments, and brain dump to generate content that is authentic to your brand. Remember to:

• Have a clear KPI. Is your content to build generalized awareness or drive leads?
• Develop a voice guide, a resource guide, and a content calendar.

Hughes is an advocate of scheduling content to make sure you get it out there. While the cadence and approach of posting will depend on the platform, consistency is always key.

6. Remember: Content is a long game.

It takes time to build up a reputation to the point where your content drives leads. Keep at it.

“Many founders come in guns blazing with high energy and then fizzle out after a few months,” says Hughes. You’ll miss the magic if you do. Stay motivated by:

• Setting new benchmarks.
• Focusing on positive feedback.
• Reusing your top-performing posts every few months.

As a final tip, Hughes suggests talking to your customers when things are going well.

“We tend to reach out only when we need to put out fires,” he told us. “But getting client feedback during the good times means you’ll find room for incremental improvement — when you have the capacity to act on it.”

Positive customer transformation journeys are powerful additions to your brand story.

Building Content Strategies That Last

I’ve been reminded of a crucial truth through researching and writing this piece: There’s no one-size-fits-all approach to content strategy. While the fundamentals remain constant — understanding your audience, creating valuable content, and measuring results — what works for one startup may not work for another.

The data mirrors my own experiences in the field. With 58% of B2B marketers viewing their content strategies as only “moderately effective,” it reinforces something I’ve noticed time and again: Success isn’t about having the biggest budget or the fanciest tools. It’s about being thoughtful with your resources and truly understanding your audience’s needs.

If there’s one thing I hope you take away from this guide, it’s that building a successful content strategy isn’t about doing everything at once. Start with one channel, excel at it, and expand thoughtfully. Whether you’re a solo founder or leading a small marketing team, remember that every piece of content you create is an asset that can continue delivering value long into the future.

Editor’s note: This post was originally published in September 2024 and has been updated for comprehensiveness.