In a marketing landscape where power has shifted to the users it\u2019s become increasingly important for a marketer to be able to create content that drives a company\u2019s brand, message and audience outreach not only to generate traffic but to make conversions. Its a common problem for startups to find the right marketer who \u2019knows it all\u2019 in terms of tools and tactics so they want a \u2019Marketing Superhero\u2019. But can they find one?<\/p>\n
Content has emerged as the centerpiece of most startups’\u00a0customer engagement efforts. But the models for managing production of relevant contents have been slow to adapt due to the rapid growth in demand. Also\u00a0with the expanding functionality of digital marketing platforms (e.g., Google platforms, automation tools, social media etc.) many marketers have elated the worth of the digital tools over the content nurturing through those tools. \u00a0The problem is that content still seems to be everyone\u2019s job and no one\u2019s job. It is quite difficult to achieve strategic integration for a small business company through a variety of tactics as opposed to just being good at one particular skill. With lead nurturing most startups are already doing the hard part in generating the content for their prospects and clients. A startup can grow and thrive by adding the right approach to its marketing goals and certainly need a marketer or more for that.<\/p>\n
In the minds of startups content marketing is often associated with campaigns and tactics at the top of the marketing funnel. But the right approach should be to connect the work you do for your users throughout the funnel to actual closed sales. That means that the ROI of your content marketing program should be analysed and then managed according to your strategy.<\/p>\n
In a startup\u2019s marketing strategy it is improtant to deploy content-based lead nurturing programs so they can send relevant content to their audiences at just the right time in the life-cycle of lead generation. And the content doesn\u2019t have to stop at getting attention at the top of the funnel but with the right content and tools entrepreneurs\u00a0should and can nurture prospects throughout the funnel to get closer to your business goals.<\/p>\n
When a startup wants to get prospects and customers it has to find creative ways of marketing content generation so they can save money and engage people. This is the time when a startup CEO starts to search for a marketer in the team and wants a copywriter, social media manager, information architect, product manager etc. on board who can speak to every audiences. And of course he or she needs to be a marketing strategist as well who is saying \u2018this is the message we need to create in the minds of our target groups and key customers and this is how we should deliver it across online and offline platforms\u2019. So they search for \u2019Marketing Superheros\u2019.<\/p>\n
There are two kind of problems with that.<\/p>\n
On one hand when startups are searching for a \u2018Marketing Superhero\u2019 aka \u2019Growth Hacker\u2019 they will find easily the ones who pride themselves on knowing all the tools and processes. But these kind of marketers usually just eager to get a job \u2013 even in a startup \u2013 which is good in terms of determination but many times they miss the key point of understand the business issues of the startup and its customers. This is a big problem because the nature of early-stage marketing is to realize the needs of customers and create relevant and interesting content for them also to find the right messages to address.<\/p>\n
On the other hand there is no such thing as a \u2019Marketing Superhero\u2019 who knows every tool and tactics also there is no need for one! Please wake up! If you are a CEO of a startup and you want a marketer on board at first you should decide what kind of professional do you need! A PPC manager? Social Media manager? Copywriter? A Strategist? Of course it is needed to have a multi-discipline approach but you won\u2019t find an \u2019all in one\u2019 professional. You should find the one who helps you at a certain point of your business and product development.<\/p>\n
What you need at the end of the day is to create a lineup that rounds out an effective marketing team. You will need a strategist who understands the big picture and the platforms and able to guide communications for the users. You\u2019ll need a digital designer who is familiar with webpages and web engines, landing page design and email best practices. Then you should find a copywriter who can condense key messages into a hundred words. If you dont concentrate on content rather than tools that can cause undesirable consequences like the decline in creativity also in the company\u2019s ranking of innovativeness. And you\u2019ll need a marketing technologist who is kind of a power user but don\u2019t need to be a tech guru. He\/she should be handy with web systems and welcome learning new tools and platforms, someone who loves to create, manage and report on your marketing campaigns.<\/p>\n
Of course I know that in the beginning a startup cannot afford a marketing team but the point is that as a CEO you shouldn\u2019t search for a \u2019knows it all\u2019 also referred as a \u2019Marketing Superhero\u2019. Who you need is a \u2019Renaissance Marketer\u2019 instead. Who is that professional?<\/p>\n
You should search for an enthusiastic professional who has a wide interest, a holistic view of marketing and who is both analytical and strategic. He\/she has the ability to synthesize insights about your business and users and bring solutions to them. A \u2019Renaissance Marketer\u2019 should be innovative and creative enough to create content that fuels your users\u2019 engagement because the bottom line is that clients want their content and you can generate leads by delivering it for them creatively.<\/p>\n
Today\u2019s demand for such \u2019Renaissance Marketers\u2019 is still greater than the supply so those who want a long-term success in the marketing profession should move towards that approach \u2013 at least who has the ability to do so \u2013 and startup CEOs should define their needs more accurate. Thus both parties\u00a0will find a mutually beneficial cooperation in the future. So be it.<\/p>\n","protected":false},"excerpt":{"rendered":"
In a marketing landscape where power has shifted to the users it\u2019s become increasingly important for a marketer to be able to create content that drives a company\u2019s brand, message and audience outreach not only to generate traffic but to make conversions. Its a common problem for startups to find the right marketer who \u2019knows it all\u2019 in terms of tools and tactics so they want a \u2019Marketing Superhero\u2019.<\/p>\n