Social content first, for start-ups

When small enterprises use content strategy from day 1, there’s a win-win situation on both B2C ends.

I read about two things on daily basis: content strategy and ’new kids in town’ aka start-ups. Surprisingly, reading about the first, seems to be easier to summarize than reading about the latter. Let me explain: no matter the topic or the amount of debate, there seems to be a common understanding in the WorldWideWeb: ”content is king”. Bill Gates’ words of wisdom have been echoing on us since 1996, and here we are in 2015 preaching what we practice. From SMEs to established large companies, it’s all about content, content, content.

And there’s the ’new kids in town’ that I mentioned:  after scrolling and swiping is done, I move to finding out who’s new on the Danish market. New products, new places to eat, new services – in one word: start-ups. There’s a lot going on in Denmark, content is fluid, communication strategies are re-tailored to the right target groups constantly. And there’s always room and interest for more. The connection between content strategy and start-ups thus seems obvious: once you launch, content follows. But does good content follow automatically? Does a good product necessarily mean a good story?

Easier to start up, harder to survive

Some might say that Danish start-ups have some weight lifted off their shoulders these days by facing new possibilities. Current developments on the Danish market are gradually making it easier to obtain venture capital by attracting new investors and shareholders (more useful information on this can be found here, here and here). At the same time, the Danish government is increasingly paying more attention to the development of small enterprises. With the publication of the 2020 national prosperity welfare plan, the government reveals how it favours start-ups and start-up investors by introducing a significant tax deduction scheme that targets this sector:

The new tax law will allow startup investors to withdraw up to 650,000 danish crowns in tax credits annually.  (Source)

While these changes offer more opportunities for small companies to attract new investors, as well as secure their capital, they in turn raise competitiveness on the market and put more responsibility on entrepreneurs. In order to ‘make it’, more focus needs to be placed on building relationships with the target groups, in one word: the customer. And what better way of doing that than with good social content? It comes as no surprise that social responsibility is a present topic on the agenda of most Danish start-ups and entrepreneurs.  Being more useful and unique in terms of content is a good way to stand out and build a powerful brand presence.

Social content now, not later

Having worked with clients that wanted to launch on the Danish market, I have often heard the following:

building social content is important, but we sadly have to start with prioritizing sales growth.

When your budget for communication and promotion isn’t huge, investing in a good content strategy that spans across social networks can be seen as a later side project. Like all side-projects there’s a risk of dying in its incipient stage, an issue that many companies struggle with. Everyone recognizes the value social content as a powerful branding vehicle, but what becomes tricky is making both the creation and integration of social content part of the overall communication strategy from the launch stage. For start-ups, understanding that sales growth and good content go together becomes an essential tool that, once acquired, can offer them a powerful competitive edge on the market. By integrating a powerful content strategy for digital channels and social media from the beginning, an enterprise provides their target groups with a holistic customer experience and understanding of their product.

Less is more or the importance of choosing your channels

Quality over quantity – sounds self-explanatory, but the urge of over-publishing and over-sharing can be hard to fight when you are new on the market and have an empty canvas in front of you. A good content strategy means figuring out what content makes sense for your brand, where it should be published, and at what point in your development. Having five different social media channels might look good on your website’s interface, but they might not give much ROI and good customer experience if they are not maintained and updated properly. Equally, some social networks are better fitted for your brand’s content than others – why be on Twitter, when your target group is spending most of their time on Facebook and Instagram?  Therefore, finding the sweet spot between what’s relevant, when and where, as well and how much of it should be out becomes the point when audiences turn into customers.

There are many Danish new-comers who seem to do it right. An example is Just Cleaners, an online service that aims at making everyday life easier by delivering dry-cleaned clothes straight to your door. Easy and straightforward, and that’s how they kept their social content as well: having chosen Facebook, Instagram and Twitter as the social networks to share their content, Just Cleaners prioritize building a good relationship with their customers. By sharing their customers’ experiences, as well as their daily journeys at work, they are on their way to creating a solid and dedicated community that interacts and shares their content.

Screen-Shot-2015-08-05-at-12.43.32All in all, the challenges that start-ups on the Danish market are currently facing also offer them a unique position: by creating and monitoring strategic social content that supports their brands, small enterprises have the opportunity to create solid and long-lasting relationships with their customers. So why not work on getting the process right from the very beginning?