Most startups’ early content efforts are too unfocused to make a dent.
My early-career content efforts didn’t either. I invested a huge amount of time producing content and campaigns that flopped - or appeared to work but never brought in customers.
But over the six years I spent figuring out how to grow software businesses with content marketing, I’ve developed an approach for early-stage B2B software businesses that works very well.
This book is the only guide (that I’m aware of) that takes you through the whole process of making content work for your startup, with all the pitstops and sanity checks to get it right first time.
What you'll learn
Fast Forward is every early-stage founder and marketer’s guide to planning, producing, and promoting content that makes a massive impact on your business - as quickly as possible.
It’s fast, yes, but there are no shortcuts here. From pinning down fundamentals like audience definition and messaging, to launching your first content campaigns, this book presents a reliable route to make content work.
At the core of the book is a principle that, if the right campaign puts the right message in front of the right audience, then you’ll win customers. So the book is structured around building a lean content strategy that helps you understand what ‘right’ means for your business.
With a strong foundation for your content efforts, you don’t need to do all the soul-searching when something goes wrong. ‘Why is nothing working?’ ‘Am I a bad marketer?’ ‘Should this startup even exist?’ Instead, you’ll have the confidence to make some bets!
- You can bet on content contributing to revenue targets
- You can bet on reduced customer acquisition costs
- You can bet on your brand slowly becoming famous for something specific
- You can bet on pulling off creative campaigns you wouldn’t have tried otherwise
- You can bet on hiring a content marketer that’ll focus on business growth, not just content production
Of course, in the arid, unforgiving landscape of startupland there is no guarantee of success. You can only narrow the odds by identifying the few things that will make a difference, and executing those things quickly, and in the right order. That’s what this book is all about.
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