Tech startups are often so focused on the many tasks of bringing their product to market that they neglect to create content. This is a mistake. A lack of quality content on your website means you’re missing out on major opportunities to both attract new buyers and clearly communicate your value. If you’re still not convinced, here are our top five reasons why your tech startup needs great content:
1. Establishes authority and creditability for your tech startup.
When a buyer drops by your website, they might not be ready to buy—but they ARE ready to be educated. A library of blog posts, white papers, and case studies helps your buyer learn more about your industry; while they learn, they’re also starting to perceive you as a trusted authority on your topic. When they need that product or service later, you’ll already have earned their trust and will be more likely to be top-of-mind.
2. Helps buyers clearly understand your value.
Technology can be complicated, and many tech startups offer very subtle or nuanced services. Quality content can help your prospective buyers clearly understand what you do and how you can solve their specific problems. Case studies are the most downloaded pieces of content on many tech startups’ websites, and for good reason—they help prospective buyers understand exactly how you help companies just like theirs. Put yourself in your buyers’ shoes: what do they need to understand?
3. Communicates what you do—in a way that regular people understand.
Tech startups are built around really great ideas—but the brilliant engineers who build these tools are not always great at communicating their ideas in a way that laypeople (i.e. “regular Joes”) will understand. Maybe your target buyer is another engineer—but even that engineer is likely to have a CEO who is not as technologically savvy. Hiring a writer who can explain your amazing new product or service in a clear way will help attract more buyers.
4. Generates interest and website traffic.
We met a startup founder who had a tiny company selling a niche product—but his website attracted an average of 90,000 hits a month. How did he do it? Through developing very targeted/niche content (blog posts and white papers) around very specific/niche keywords. It was a bit easier in his case because his industry keywords were so niche that it was fairly easy to rank. But it shows how powerful SEO can be when it comes to driving traffic to your blog—and then your website.
5. Prevents your buyers from going elsewhere.
Maybe the most important reason for creating great content is that if you’re not providing information and education about your industry—your competitor will. Don’t make your audience go somewhere else to get knowledgeable. They might decide that “somewhere else” is also where they want to spend their money. Corner the market by providing your audience everything they need to know.
Many tech startups know they should be creating content, but they just don’t have the time or resources—so content development keeps falling to the wayside. If that feels familiar, it might be time to consider hiring a pro. To learn more about whether outsourcing your writing is a good idea for you, check out our blog post on the pros and cons of outsourcing.