Are writing blog articles still relevant for today’s tech startups?
What types of tech startups need to have a blog to succeed?
By Lenka Davis
Is it still relevant to publish articles or post blogs in 2022? What if you are a high tech startup, is it helpful for your business to write articles and post them on your website? What types of high tech businesses must have a blog?
If you are sitting at your desk or looking at your screen and wondering if you should put in the effort and commitment to write articles, here are some reasons why you should write a blog post.
Blogging gets you funding
If your business or your startup is in a market segment where the consumer needs some guidance or education to make a decision, then blogs will help you build a community of customers and that will result in funding.
Listen to the How I Built This with Guy Raz episode on Policygenius. Policygenius founder Jennifer Fitzgerald explains how she educated her potential customers on insurance in her blog. She needed to help and educate her audience, because you only really research insurance a few times in your life. She knew that people really need help in understanding insurance if they are going to buy it online.
“by building a relationship with the financial blogging community—and leaning in to a few well-placed financial technology puns—Policygenius got a foot in the door.” with investors.”
Blogging → Investor Funding
Today Policygenius content is located on their website under Research. And it is still relevant.
They even have a section on Personal Finance news. And here is something relevant to all startup founders that is on their blog site, an article from a startup founder: I’m a startup founder. Here's how I budget
The key to this content is that it is both evergreen and timely content. Evergreen because it has articles about what to do if you were in an accident and also timely information about why car insurance costs are on the rise this year (2022).
Blogging content can be both evergreen and timely
Definition of evergreen content - The content retains its relevance and is not time sensitive such as tips and guides. This content continues to be useful even though it was written in the past few months or years.
Definition of timely content - The article is about something that just happened, such as news or announcements, or about something that is happening right now such as rising prices of some item.
Aren’t you at least a bit tempted to check out the latest insurance information? I am.
Blogging brings you customers
NerdWallet is an app that helps you make smart money decisions. It has a vast library of articles on money related topics. The topics include credit cards, travel, small business, personal loans, banking, mortgages, insurance, investing and student loans.
“Pretty much their [NerdWallet’s] whole business model revolves around their content, which drives over 11 million organic visits per month to their website.”
NerdWallet’s app has free content and their app is free, so their revenue comes from affiliate partnerships with lending institutions and credit card companies.
Again finance is a heavy topic that most people prefer to think about less frequently, especially when they have a moment to relax. Not all financial topics are dry, however, NerdWallet’s travel area is so relevant right now with people beginning to travel again. The travel section offers you an ‘Explore guides and tips’ button similar to their other content areas.
The articles are both evergreen with Guides for Beginners traveling on points and miles to that which is urgent and timely, such as Finding Travel Insurance that offers COVID coverage.
Policygenius and Nerdwallet are both apps whose business depends on their blogs, articles and content.
The first blog on your startup’s website
If you are a startup that has a website then have at least one blog article explaining why you are creating your business, a little bit about who you are and how that relates to the business you are building. In fact this could be three different articles.
If you are just getting started on blogging, check out these tips and mistakes to avoid from HubSpot.
In addition to insurance and finance, technology startups in fashion, travel, health and fitness, all in the top ten list, will benefit from having a blog. The number one blog market is fashion. All these categories are growing due to the pandemic.
The big bonus of writing blogs: Use your blog content in all your other communications
When you write a blog, there are many ways you can use that content to boost your company's awareness and nurture prospects to convert to customers.
Your blog brings customers to your website. Once they are there they have the opportunity to look around and see who you are and learn about your business.
No need to spend time trying to decide what topic to share on social media, use the content from your blog to create social media posts. Then you can add a link to your blog so people can read more if they are interested.
Mix up the medium and make a couple of short videos from key points in your blog. Find content that works well for the video format or use animated video to explain something about our topic.
Fun Quotes
There are some great quotes about blogging from bloggers themselves. Here are a few that relate to ideas startup founders understand.
“Not only are bloggers suckers for the remarkable, so are the people who read blogs.” Seth Godin
“Don’t try to plan everything out to the very last detail. I’m a big believer in just getting it out there: create a minimal viable product or website, launch it, and get feedback.” Neil Patel
“Don’t focus on having a great blog. Focus on producing a blog that’s great for your readers.” Brian Clark
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Lenka Davis is a Managing Partner at Fly to Soar. She has worked in marketing, managing projects and building tools in the high-tech industry for Fortune 100 companies and also ran her own business. Follow Lenka and the Fly to Soar Team on Instagram @flytosoarcompany
