How content marketing can help gain user and investor trust

28 November, 2022


Startup Central Eurasia is not only an offline and online event, country guides and Startup KPIs tool, but also an information hub. We believe that we can only talk about uniting the Central Eurasia region in terms of innovation if we know what is going on in each other's lives. 

For example, SCE's resources can be used to find news about technology parks and the public sector in terms of developing innovations, but most importantly - news and case studies of start-ups themselves. 

Not only platforms like ours and the media can of course eliminate the ifnormative vacuum about the life of the startup ecosystem, but also the participants themselves on their own resources. 

So we come to one of the important promotional tools a startup especially needs – content marketing

Content is an opportunity to promote the brand in general and sales in particular. It is something that allows you to be useful to your audience, talk to them, get feedback, give them quality information for free, and thus gain their trust.

For example, one company in Kazakhstan, a participant in the Astana Hub ecosystem, shared that they had problems trusting their product when entering markets in other countries. In order to prove their legitimacy and credibility, they had to spend a lot of money on European certificates. But these problems could have been avoided if their presence in the media in those countries had been more visible and representative. 

Content marketing includes:

— Working with the audience;

— Identifying topics;

— Writing a content plan;

— Writing and writing text requirements;

— Promoting publications.

Content marketing as a tool to promote a brand, name or product can and should be used in three ways: 

1) Personal blogging on social media;

2) The startup's own media (a section on the website, a blog on its social networks - LinkedIn, Facebook, Instagram, Telegram, etc.);

3) Blogging on other platforms with the option of self-publishing (, Habr, Medium, Reddit, Product hunt, Astana Hub).

According to a study by BRANDfog agency, 77% of people will give preference to a company where the owner successfully runs a social network. A survey conducted by media holding company Rambler & Co: 46% believe that a person's image is defined by his or her deeds and actions that shape his or her personal brand. 

If we talk about coverage, it is first of all popularity among the target audience, which is your potential customer.

If everything is more or less clear about the benefits of content marketing, now we need to figure out how to write and post so that you will be read.

1. The concept and the main idea  

Two questions need to be answered here: To whom and why are you going to tell something about your product or yourself as a persona? If you are a B2B startup, it is likely that you will need new business users. And here your profile or website will be one of the important criteria for the partner: if you receive an email suggesting the implementation of your API solution, for example, the company's manager is likely to look at your website, and if he sees information about the authors of the project, he might take a look at your profile too. The impression you make right away can have a direct impact on future sales. 

Depending on who your target audience is, you can choose the right platform to publish on. 

By telling your story, you are opening up to your audience: allowing them to learn the history of the product they use, to learn about the people behind it, to become a company with a "human face" to the customer.

2. Structure and composition of the post or article

Headline = the most important sentence, which should answer the questions: what happened, when, who is involved / bait (How to find...) + subheadings + visuals to capture the attention

Always put yourself in the reader's shoes. Remember that often your gaze will cling to something other than the text canvas. So we've moved on to text composition and optimum length. 

No more than 3k characters for an article + short formats up to 800 characters for social media. Don't forget about dividing it into meaningful blocks, paragraphs, numbering, boxes, emoticons as an auxiliary tool in social networks)

If you learn how to talk about yourself and do it regularly, you will form a community around your brand, which will protect and promote you among your friends.

3. Different genres, formats to get your product message across

— Genres: news, selection, announcements, reportage (you came to the forum – write down the stories, what's going on there), analytical commentaries – your expertise. 

— Text tips, which is always good

— Figures (but not much), 

— Short highlighted quotations, 

— Hyperlinks or tags to places/partners. If you appeal to research, be sure to leave a link. 

— Cases and examples 

— Sensitive experiences (for personal blogging – emotions, acknowledgements, netiquette as a way to promote, tags, mentions, comments).

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