We know firsthand the struggles startups face when trying to stretch their marketing dollars. We’ve been there, and we’ve learned a lot along the way.
We all are looking for low-cost methods to attract new customers, especially when we have low-ticket SaaS items.
Content marketing seems like the perfect solution to drive traffic to our SaaS app.
But wait, don't make the blunders most Startups do. Avoid these at all costs:
Don't have a scattered and unfocused approach
Through trial and error, we have discovered one of the smartest marketing strategies: aligning your content with the five levels of awareness. This strategy revolutionized our content approach for our company as well for all of our clients.
And can do the same for your startup:
Imagine you’re developing a content strategy for your new chatbot service, ChatBot. Here’s how you might structure your content at each of the five levels of awareness:
At this level, your audience doesn’t even realize they have a problem that ChatBot can solve. Your goal is to capture their attention with broad, engaging topics that subtly introduce the concepts related to your product. Consider articles like:
These pieces should be designed to attract a wide audience, sparking interest and curiosity.
Here, your audience realizes they have a problem but doesn’t know that ChatBot is the solution. Your content should focus on addressing their specific pain points. Some effective topics might be:
These articles should make your audience think, “Yes, this is exactly the problem I’m facing!”
At this stage, your audience knows that solutions like chatbots exist, but they’re not familiar with ChatBot specifically. Your content should compare different solutions and showcase the advantages of using a chatbot. Consider topics such as:
These pieces help your audience understand their options and see the value in chatbot technology.
Now, your audience knows about ChatBot but needs more detailed information to make a decision. Your content should highlight the specific features and benefits of ChatBot compared to competitors. Consider articles like:
These articles should aim to convince your audience that ChatBot is the best solution for their needs.
At this level, your audience consists of industry experts and those who already have extensive knowledge about chatbots. Your content should delve into advanced topics and detailed use cases. Consider articles like:
These pieces should position ChatBot as a sophisticated, high-value solution for knowledgeable users.
When starting, focus on content that converts. Begin with solution-aware content, as these individuals are actively searching for answers and ready to buy. As you gain traction, move into product-aware content to educate your audience further. Avoid starting with unaware content, as it takes much longer to convert and is less valuable in the early stages.
Appreciate that content marketing is a long-term game, paying off months down the line. However, once you’ve validated your product and are ready to scale, a well-structured content strategy aligned with the levels of awareness can be a powerful tool.
At ShoutEx, we work with early-stage startups looking for this level of marketing support. Reach out to us to see how we can unlock your content marketing potential together.