You’re Blogging All Wrong, Startup CEOs

These days, most startup companies understand the value of content marketing for revenue and lead sales. According to the Content Marketing Institute, the strategy can be three times that of search advertising – and costs much less.

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but in a slightly different form of content marketing – often euphemistically called “thought leadership” – can also be extremely useful for small company executives. This can help them build their personal and company brands; Connect with potential customers and partners; And promoting their business interests by subtle, backdoor.

The problem is that most of the officers are thinking of all but the wrong leadership, if they are doing so. How’s that? First, many busy startup CEOs and other top executives do not or do not give time to develop thought-led content. 

When they take on a more general content project, they use highly publicized language and focus on their company, their product, and their hot market.

This is, of course, the wrong mindset. Thought leadership is not meant to be a campaigner; This means sparking conversation and adding an industry dialogue. Well, this type of marketing allows you to share timely insights and anecdotes with your audience to educate you about a topic and your particular viewpoint.

Thought leadership can pay large dividends. These make you to go from an expert on a particular issue – ideally sought by the press and industry leaders for comment – to someone who actually influences public policy. You may be asked to speak at a large economic conference, for example, or have been named to lead an industry group or work force as a result of your expertise.

Your increased visibility on a certain topic may attract a new board member to your company or push you to the door of a difficult customer.

Finally, with traditional, startup PR, these days are harder and harder to obtain – due to the rapidly shrinking number of journalists and the continued erosion of the journalism’s business model – becoming a more important communication channel of leadership for smaller companies is. This may be the only way that your company gets its name in some publications.

Related: 5 Steps to Starting Your Small Business Blog Today

be on time.

One of the reasons executives often fail in thought leadership is that they are busy doing so at the right time. But with this type of content creation, time is everything. If Congress says, pass a little law that will affect your market or business, it’s time to get your thoughts on the issue when it’s happening – usually within days. On-the-spot action will dramatically increase readership. This is the reality of today’s lightning-fast news cycle.

An example: Prafull blogger and CEO of freelancer network UpWork Stepped in Time last spring, when news of the tech giant discovering Amazon’s second corporate headquarters was gaining steam in the press.

Cities would soon realize that large-scale, centralized corporate complexes were not really worth the money and effort, Casseril argued. More companies will use distributed workforce and freelancers.

Be stimulating

Customers have a lot to think about in some key areas: customers, investors, employees and business partners, to name a few. Therefore, generally what they say in public is done fairly carefully. They do not want to offend anyone and adversely affect their business.

It is so difficult for many officials to stake a contradictory and provocative approach in a blog post. But, to correct thought leadership, they have to. No one wants to read a boring essay listing the pros and cons of a particular issue, and no real journalistic publication will run it.

Thought leaders need to feel strongly about their subject and have something interesting and different to say about it. If they don’t, it’s just not worth writing – and no one will remember it anyway.

An example: Dharmesh Thakkar, a partner of my venture capital firm, is really great at shaking the pot. Last year, he wrote a blog post that compared the new, less-committed.

Come to the issue.

Despite what we all learned in high school English class about writing a strong thesis statement, many successful people still have trouble doing exactly what they say when they blog. Perhaps they are afraid to say anything controversial; But in any case, many CEOs, when writing, do not state their main point by the end of their piece – as if they are too afraid to say it.

In the news business, editors have no patience for this: When I was a reporter, we talked openly about stories that needed a “who cares” statement near the top of the piece. In other words, clearly articulate your point high in your post – why a reader should care. Then, expand well to that point with well-organized, supporting material. 

Show, don’t tell. In

business, facts often tell a story. But writing, stories and anecdotes almost always work better to get a point across.

Telling a particular story of how an executive made a difficult decision, or changed a business, is far more interesting than just reading numbers or facts. You should do that, too, when you blog.

An example: consider the work of serial entrepreneur Hiten Shah. with their business model Missed from (Trello was bought by Atlassian for $ 425 million, but Shah argued, “the next $ 1 billion could be a SaaS application.”

Shah’s post was quite controversial. But he started it off with a small anecdote, reminding readers at a specific time and place how the co-founder of Trollo first introduced the product at a large technology conference in 2011, unveiling a product that Resembling a white board with a sticky color. notes. Similarly, Shah wrote a separate post about growth-hacking by narrating an anecdote about drinking peppermint juices and beer at a bar called Memphis in Southern California.

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