Wanting to get your newborn business out into the world? Here are three tips on how start-ups can benefit from content marketing. I had the ...

Why content matters for start-ups

Wanting to get your newborn business out into the world? Here are three tips on how start-ups can benefit from content marketing.

I had the pleasure of hosting workshops at the Kiuas Team Up past weekend. In the event, organized by Aalto Entrepreneurship Society, people got together, built their dream teams and started developing their businesses with the help of professionals across the board.

Over the weekend, I met almost thirty teams, some of which had just come up with their business idea last night over pizza and beer and some that already had their services up and running. They all had their unique needs, but a couple of challenges in common. Here are three tips on how to use content marketing and contextual storytelling to your benefit.

1. Make your product or service relatable

The first task I gave the teams was to “explain it to me like I’m eight”. This was a tough task for many. How to tell about your complex solution in a simplified way?

If you fail to make your product relatable to your audience – or if you can’t even make it clear for yourself – you’re doomed to fail. The world is full hundreds of apps, platforms and services, but only a handful we truly understand what they do. Succeeding in communicating that to the world could make all the difference.

2. Get contextual!

Next I asked all the teams to draw an apple, where three different layers – the product, the usage and the context – are in a proportion that is relevant to their company at their current stage. Again, this at first seemed like a super simple task but turned out to be a real head-scratcher.

The idea of content marketing is to shift focus from your business into the outside world, pull people closer instead of push your message at them. Can you give people something that is valuable to them if you only serve the core of the apple?

There is no right answer to what kind of a fruit your business should be. It may change over time, or vary from audience to audience. The key is to understand what you are offering to others.

3. Tell a story, be remembered

So you’ve figured out what you’re all about and know how to make yourself, your company and your product relatable? Go out there and tell a story! Our brains are hardwired to remember stories, not just company names or product descriptions.

And by story, we at Spoon don’t mean making things up. Tell a real story, something that has something to do with the reality your audience is living in. If you’re solving real-life problems, you have a real world full of stories waiting for you.

(Picture: Rich Savage CC by 2.0)