How Content Marketing Can Benefit Your Startup

Starting a new business venture can be just as stressful as it is exciting. Not only do you have the typical operational concerns to worry about, but you have marketing to contend with as well. How will anyone know there’s a ‘new kid in town’ and how will you bring traffic to your site, or through your doors? That’s a question often asked by entrepreneurs just starting out and one that can be more easily answered if you understand the benefits of having a web presence, along with an awesome content marketing strategy.

Understanding How Today’s Consumers Search for New Businesses

Within the past few years, search giant Google has instituted several new algorithms, which should explain how potential customers can find you. The key is in understanding that more people search from a mobile device than from a desktop. Also, more people will find you online than in the more traditional method of looking you up in the telephone directory, so it’s obvious that you want a website for your company, and one that is mobile friendly, too. So then, that’s why you need a website, but how does content marketing factor into the equation?

How Google Ranks Your Site

Now that you know how people will find you, it’s important to know how to make your site rank highly in the Search Engine Results Pages, SERPs. Google will first look at whether or not your site is mobile friendly. If it is, you will rank on mobile SERPs as well as the traditional desktop SERPs. Next, content is going to be key to how well your site ranks.

Content marketing employs a number of strategies aimed at getting your site picked up by the crawlers. You’ll need well-written and informative content on your site, as well as off-site content linking back to you. Both of these are integral to an effective content marketing strategy and why you really need to set aside a budget for great search engine optimized (SEO) content. No, you aren’t expected to write that content yourself, but you can find good writers and content on sites like

Google has specific algorithms for ranking content, which will drive your site higher in the results pages, but the one common denominator is that it must be informative and well written with just the right amount of competitive keywords.

Set Your Company up in a Position of Authority

What you also want to understand is that you are seeking to be seen as a site of authority. That is accomplished by populating your site with information the typical consumer will need. Not only do you need well-written product descriptions, but other useful information sets you up as an authority in your market. Blogs are a highly effective way to accomplish this, but that means ongoing content marketing inbound and outbound over an extended period of time. In other words, you need content marketing to tell the world who you are and what you do. The better your content, the quicker Google will find you. This means you rank higher and are more visible to searchers looking for what you have to sell. That’s the main benefit in a nutshell and why every startup needs a good content marketing strategy.


Lisa Besserman, Founder and CEO of Startup Buenos Aires, has been named as Business Insider’s “Top 100 Most Influential Women in Tech”, and the 2014 “Business Innovator of Latin America” by the Council of the Americas.
Lisa moved to Buenos Aires from New York City to create Startup Buenos Aires, the organization that represents the startup, tech and entrepreneurial community of Buenos Aires, Argentina.
Startup Buenos Aires has been one of the main catalysts for strengthening the tech ecosystem in Latin America, by bringing global startup initiatives, development projects and investment opportunities to the region.
Under Lisa’s leadership Startup Buenos Aires has been credited as “Top 3 Growing Startup Cities” by CNBC and “5 Emerging Global Tech Hubs” by Entrepreneur Magazine.

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