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1/n
The success rate of early stage b2b startups that are great at content is staggeringly high
I’ve seen this as investor in greats like Canva + Sendbird and as a fan of juggernauts like Zapier + Safety Culture
The success rate of early stage b2b startups that are great at content is staggeringly high
I’ve seen this as investor in greats like Canva + Sendbird and as a fan of juggernauts like Zapier + Safety Culture
2/n
Great Content pre-PMF adds value + builds credibility before a user touches your product
Two targeting approaches I’ve seen work:
“up in the funnel” and “after the funnel”
Up in the funnel -> shows deep understanding of target user’s pain points
Great Content pre-PMF adds value + builds credibility before a user touches your product
Two targeting approaches I’ve seen work:
“up in the funnel” and “after the funnel”
Up in the funnel -> shows deep understanding of target user’s pain points
3/n
“after the funnel” content:
What is end state of user bliss enabled by your product?
Key to high NPS is “helping user do their job better”
Great content here anticipates what drives user NPS
“after the funnel” content:
What is end state of user bliss enabled by your product?
Key to high NPS is “helping user do their job better”
Great content here anticipates what drives user NPS
4/n
Many great b2b startups don’t do content early
Pre-PMF is a tough place so different paths and winning strategies are inevitable
That said...
great content pre-PMF = de minimus market risk
Many great b2b startups don’t do content early
Pre-PMF is a tough place so different paths and winning strategies are inevitable
That said...
great content pre-PMF = de minimus market risk
5/n
Good content pre-PMF on also plants seeds for:
-User community
-Demand gen
-Data-driven marketing
All of which pay off bigly when reaching PMF
Good content pre-PMF on also plants seeds for:
-User community
-Demand gen
-Data-driven marketing
All of which pay off bigly when reaching PMF
