Content Marketing for Startups: A #CMWorld Chat with Jay Acunzo

jayacunzo_headshot_2014_hi_res_revWhile basic content marketing principles apply to any organization, companies of different sizes have different challenges and opportunities. Jay Acunzo joined us at our recent #CMWorld Twitter chat to delve into the world of content marketing for startups.

Want more expert advice from Jay? Check his session, Ebook Overload: Exploring Other Content Types that Drive ROI, as well as all of the other fantastic CMW sessions that are available through our Video on Demand portal.

 

Q1: Do content marketing frameworks or infrastructures differ from enterprises to small biz to startups? #CMWorld

@CMIContent

 

A1: Mostly not. You still start w/ the customer, a mission, a process (& Id argue all are magnified in importance at a startup) #CMWorld

@Jay_zo

 

A1: The overall 101 piece common to all is: know your goals, know your audience, and give them the info. they want. #CMWorld

@SueBrady

 

A1: I tell all @NextViewVC startups the same thing: Build an email list 1st. Creates an asset for testing, launching, & growing #CMWorld

@Jay_zo

 

A1: The one place I’ve seen a difference from enterprise to startup is the internal content development process #cmworld

@TrainingCEO

 

@CMIContent A1: Yep. You have to organize and plan differently if you have less people/less distinct positions represented #CMWorld

@atxcopywriter

 

A1: Content marketing at its core is the same. How it’s distributed will likely differ. #CMWorld

@EducationNews1

 

@Jay_zo @NextViewVC Email list build…the story of my life! #CMWorld

@cmcphillips

 

@danielerossi …make that #cmworld. I hate it when I get hash tags wrong 🙂 hello! 1st timer here.

@danielerossi

 

A1: The essence of content marketing is the same for all, but budget & resources are much smaller so it forces us to be creative #CMWorld

@Yaelkochman

 

Hey, guys – bookmark this hilarious post @Jay_zo wrote about weird things biz people do on Twitter: https://medium.com/@jay_zo/all-the-weird-things-business-people-do-on-twitter-e0c87d679041 #cmworld

@ChristinKardos

 

A1: One difference startups face tho: need traction/users/customers ASAP. So content topics must be 1-2 steps from product #CMWorld

@Jay_zo

 

A1: Frameworks definitely differ. Enterprise typically way more complex: multiple teams, geos, products, goals, etc. #CMWorld

@carmenhill

 

@martinlieberman @ChristinKardos Maybe it will head your way tomorrow! Fingers crossed for you. #CMWorld

@cmcphillips

 

@Jay_zo if you haven’t achieved product-market fit, can be tricky to identify the customer. Content can help identify the customer. #cmworld

@heykarri

 

A1: Yes…you need to plan, be different with different businesses. #CMWorld

@lttlewys

 

For ex, @Directr (acq Goog) helps biz create video. OK to write about CM but BETTER to teach video creation. Qualified traffic #CMWorld

@Jay_zo

 

A1 (cont): Depending on maturity and resources, a startup may not even HAVE infrastructure or frameworks, unfortunately. #CMWorld

@carmenhill

 

@BrianKolb Will try! It’s a busy day around the CMI World HQ. 🙂 Sounds fun! #CMWorld

@cmcphillips

 

@Yaelkochman Great point. What kind of content marketing wins have you seen from companies with low budgets? #CMWorld

@ThinkSEM

 

A1: Both are trying to help a specific audience, build a connection to your #brand. Maybe more intense at first (like everything) #CMWorld

@mikemyers614

 

@heykarri Dont need p-m fit IMHO. Just need the problem you aim to solve, b/c that’s what great content does too #CMWorld

@Jay_zo

 

@CMIContent Not really. The purpose of content marketing should always be to build relationships with the target audience. #cmworld

@elizondojessie

 

@carmenhill That’s right. It’s not the process that’s highly different from bigger orgs, it’s the resources #CMWorld

@Jay_zo

 

Via @Yaelkochman: Essence of #contentmarketing is the same for all, but smaller budgets, & less resources force us to be creative #CMWorld

@BillRoss

 

@carmenhill But in order to grow the startup, content marketing can be a crucial piece to the puzzle. #CMWorld

@ThinkSEM

 

(Also worth clarifying: “startup” means MANY things & diff stages of growth & resources. We focus on seed-stage i.e. very early) #CMWorld

@Jay_zo

 

@CMIContent Hi everyone! Sabrina for #Plumlytics here! #cmworld

@Plumlytics

 

On today’s chat – raise your hand if you’re currently working with a startup. #CMWorld

@CMIContent

 

The #startup challenge is limited human resources to create content. That’s why it is important to use a piece in diff ways. #CMWorld

@LisaMasiello

 

@Plumlytics Hi, Sabrina! #cmworld

@ChristinKardos

 

@ThinkSEM @carmenhill It can be. It can come down to position and knowledge. Some don’t yet get the value of #contentmarketing #cmworld

@vegecomgirl

 

@CMIContent ✋#CMWorld

@iSocialFanz

 

@CMIContent A1 No..It is similar for both and the difference is only of attributes #CMWorld

@ankit1989

 

@Plumlytics Hi Sabrina! Great to see you! #CMWorld

@CMIContent

 

@CMIContent – I don’t call it a startup but my husband (and by default, I, too) just started a biz this summer. #cmworld

@ChristinKardos

 

@LisaMasiello Totally agree. You’re gonna like one of our shared resources along just those lines later in the chat! #CMWorld

@Jay_zo

 

Q2: How do startups get started in content marketing without having a long history or many stories to tell? #CMWorld

 

@CMIContent Yes I’m the Marketing Manager at a young startup! #CMWorld

@Yaelkochman

 

Hey everyone! As a #startup in the tech/social world, I thought I’d join in! Lorrie from Movy here #cmworld

@movystream

 

@movystream Thanks for joining us, Lorrie! #CMWorld

@CMIContent

 

@movystream Love your dedication to chats and the community Lorrie.. Can’t wait for Movy for iOS #CMWorld

@iSocialFanz

 

@TrainingCEO Of course! Thanks, Kim. #CMWorld

@CMIContent

 

@carmenhill Agree. You need a more complicated system to keep everything organized & efficient with more people/elements in play #CMWorld

@atxcopywriter

 

A2: Startups have the BEST stories! Early on, they’re also ALL story 😉 They pitch VCs, hires, & customers w/ story #CMWorld

@Jay_zo

 

A2) Everyone has stories! Why did you start the biz? Challenges and wins in early days? Do interviews and spotlights…. #cmworld

@ChristinKardos

 

A1 It’s easier to have a consistent process w/a smaller team, but that consistency is even more important w/a large dispersed team. #CMworld

@SFerika

 

✋#CMWorld

@amandakrebs

 

@iSocialFanz Thank you for your support, Brian! Means a lot #cmworld

@movystream

 

@Jay_zo true. content can help ID the customer @ that stage – test positioning, messaging, value props quickly & relatively cheaply #cmworld

@heykarri

 

@movystream Hi Lorrie! #CMWorld

@EducationNews1

 

@carmenhill So glad you agree! #CMWorld

@ThinkSEM

 

@ChristinKardos I didn’t realize that! Awesome. Would love to hear more. #CMWorld

@cmcphillips

 

A2: Tell your startup story and tap into the conversations and questions of your audience. #cmworld

@TrainingCEO

 

Some startups have great stories. Share it, then stop talking: http://tomfishburne.com/2014/10/our-startup-idea.html?utm_content=8855095&utm_medium=social&utm_source=twitter #cmworld

@CTrappe

 

@EducationNews1 Hey Victor! Good to see you here #cmworld

@movystream

 

@Yaelkochman @takipi Thanks for your reply! #CMWorld

@ThinkSEM

 

A2 If you have customers, you have stories– you just need to draw them out! Customer conference = great place to do that #CMworld

@SFerika

 

A2: Content Mktg doesn’t have to be what you’ve already done. It could be what you offer, how your prod. helps.Tell your story. #CMWorld

@SueBrady

 

A2: Id argue startups are better equipped to create story-driven content bc they launch themselves based on story/IDing a problem #CMWorld

@Jay_zo

 

@atxcopywriter For an enterprise co., the governance & workflow aspects are critical—you can’t just wing it. #CMWorld

@carmenhill

 

Content should be easy and free to access unlike say milk at @starbucks which they now charge for. #cmworld #bitter http://t.co/H1bcP6tfsa

@_rockhill

 

@carmenhill Yep. May just be one or two (very overwhelmed) people running everything #CMWorld

@atxcopywriter

 

Nobody has more passion than startups.. Key is sharing your story, conveying that passion & giving people a reason to believe!#CMWorld

@iSocialFanz

 

@CTrappe Thanks, Christoph! Great to see you! #CMWorld

@CMIContent

 

A2 I’d start with identifying what the story IS. Or, to quote @simonsinek, start with the WHY. Then the story will ID itself. #cmworld

@martinlieberman

 

@vegecomgirl @carmenhill Glad there are resources like #CMWorld to educate on the importance of content marketing!

@ThinkSEM

 

@cmcphillips It’s a construction biz. He does building and remodeling. I pretend to help in vague administrative ways… 🙂 #CMWorld

@ChristinKardos

 

A2: Start w/ one of the 1st elements of a #contentstrategy: develop target personas…who will you be talking to, trying to help? #CMWorld

@mikemyers614

 

A2: Start ups can start in content marketing by creating education materials about their industry #cmworld

@danielerossi

 

@heykarri Exactly! Building an audience can start before production adoption depending on the startup #CMWorld

@Jay_zo

 

A2. Everyone has a story and it’s true. People want to connect with YOU. So share who you are w. #contentmarketing. #cmworld

@vegecomgirl

 

A2: Talk about the industry, about how to solve problems, tips and best practices. also be transparent and let them see you evolve #CMWorld

@Yaelkochman

 

A2. Depends on goals, but perhaps start by figuring out problems they want to solve for their audience build content around that #CMWorld

@ajlovesya

 

@CMIContent A1. No, end results same therefore impo 2 know the impo quest- mission goals target aud & content 2 achieve all this #CMWorld

@Plumlytics

 

@SFerika Some startups lack customers, no? I’d argue they just need the core problem they aim to solve + the story of that #CMWorld

@Jay_zo

 

A2. For any brand, you want to take your consumers/friends on a journey. Create your starting point and let others join you #cmworld

@vegecomgirl

 

@ChristinKardos Great ones! #CMWorld

@CMIContent

 

A2: Great startup stories have a framework too: A buyer’s status quo > some conflict/obstacle in the market > resolution (them) #CMWorld

@Jay_zo

 

A2: Nice thing with startups is that the story you’re telling can be very personal – and that engages the reader/listener #cmworld

@TrainingCEO

 

A2. Their feedback helps you share your #contentmarketing strategy and define the tactics you use #cmworld

@vegecomgirl

 

A2b) Think – do you get more excited by a story from a well established brand or from a new kid with moxie? I know my answer… #cmworld

@ChristinKardos

 

@iSocialFanz re: Nobody has more passion than startups. Share your story, convey the passion & give a reason to believe! #CMWorld >Underway!

@IanGertler

 

A2: What’s the founder’s story? What’s the story of the business/product? How does it help its audience? Create the story! #CMWorld

@EducationNews1

 

Startups have a unique opportunity to tap into their market and when done creatively with a personal touch, loyal starts early #cmworld

@movystream

 

@ChristinKardos Hi Christin! Great to see you so soon! #cmworld

@Plumlytics

 

A2: Plug: Just wrote a post about the importance of telling your story: http://www.suebrady5.com/make-me-care-the-power-of-the-story/ #CMWorld

@SueBrady

 

@IanGertler can’t wait!! let me know how and when I can help… always here for ya man! #CMWorld

@iSocialFanz

 

@vegecomgirl Love this! And you never know what help/support you’ll receive along the way. #CMWorld

@CMIContent

 

@CMIContent No startups, but some smaller businesses who probably face similar challenges #CMWorld

@atxcopywriter

 

A2: Every person & brand has a story. Even if it’s a short story, it’s worth sharing with your community/audience. #cmworld

@CrowdContent

 

Startups can also use their customers to speak for them. Happy customers can speak for your business better than you. #CMWorld

@LisaMasiello

 

Frameworks aren’t a matter of resources – we’re a startup of 2 and we’ve got a framework for how we plan, produce, distribute, etc. #cmworld

@heykarri

 

@TrainingCEO Agree! #CMWorld

@CMIContent

 

@LisaMasiello Always interesting to see the customers tell your brand story their way, too! #cmworld

@TrainingCEO

 

I love using our user’s use of Movy as the content we share – opportunity to showcase our community and product use! #cmworld

@movystream

 

@LisaMasiello So true! Been doing this and also had users write guest posts for our blog #CMWorld

@Yaelkochman

 

@CMIContent You could start with the stories of your audience. What are they dealing with that you’re there to help with? #CMWorld

@atxcopywriter

 

@TrainingCEO @LisaMasiello Yes! So fun when you “win.” Since your brand is what THEY say it is! #cmworld

@ChristinKardos

 

A2: Story is important, but I’d argue who you’re telling the story to, what they need must be defined first #CMWorld

@mikemyers614

 

Startups have to be creative, and have to have excellent customer service to get that leg up #cmworld

@movystream

 

@CMIContent Exactly! While it’s not so in view, there is collaboration happening between the brand and the consumer #cmworld

@vegecomgirl

 

@TrainingCEO @LisaMasiello Agree for brands & startups not sure what their story is the customers will surely have one! #CMWorld

@iSocialFanz

 

Q3: From a content marketing perspective, what should a startup focus on and what niche they should own? #CMWorld

 

@iSocialFanz re: can’t wait! let me know how/when I can help; always here for ya man! #CMWorld >Appreciate it, my friend! cc @aidandcunniffe

@IanGertler

 

A3: Like any good org, startups should focus on 1 thing tying the entire team (not just mktg) together: Solve customer problems #CMWorld

@Jay_zo

 

Everyone can share #authenticstories, including startups. The question is if they want to. #cmworld

@CTrappe

 

@movystream I actually have enjoyed time at startups, because the exchanges have been more fluid, willing to try more and harder #cmworld

@vegecomgirl

 

A3: Totally depends on the audience. Where do you find them and create your content plan around that. #CMWorld

@SueBrady

 

A3: Depending on what they sell. They should pick a niche relevant to their product but also one that they have something to add to #CMWorld

@Yaelkochman

 

@Jay_zo Agree! #CMWorld

@CMIContent

 

@CMIContent start up here!!! social media platform with predictive analytics co. #CMWorld

@Plumlytics

 

@TrainingCEO It is so much more real. And prospects see this.It’s not an ad. It’s someone being honest. #CMWorld

@LisaMasiello

 

A2. start ups are like freshly minted bills. They 4 timid to get ‘dirty’ but very eager to see where their journey will take them. #CMWorld

@greensisterhood

 

@CMIContent A3. Startups should focus on the future and their value that they provide to their target. Be relatable. Be relevant. #CMWorld

@outsider_nyc

 

@elizondojessie @Starbucks Didn’t even have milk out. Every interaction builds a story and this one is