For six years in San Francisco and two in Seattle, I ran content marketing for startups. I learned a lot about what worked: which I now use when building content strategies for First Page clients. I also learned a lot about failure — things that don't work when you're trying to build a content marketing channel, grow organic traffic and spend less money on SEM campaigns. Here are six reasons I think content marketing will fail at your startup:
You’ve heard content marketing is the “next big thing,” but you’re not willing to invest
High-quality content costs money. It requires paying journalists, freelancers or a copywriter to create the content and someone to edit it. You also have to pay someone for the strategy: what are you going to say, to who, and why? You'll likely need an SEO to conduct keyword research and optimize your content for Google. When you create the content, you should be paying to promote it. Content doesn't share itself. Especially these days with Facebook's algorithm and so many brands competing for newsfeed territory.
Regardless if these roles are internal or external through an agency or consultant, it takes a good, steady budget to start content marketing, distribute the content and continue to invest and evolve the strategy. I would recommend at minimum a couple thousand dollars a month to spend on content marketing, and for six months minimum. Also, be sure you have someone who can run analytics for your business to understand the investment you're making in content marketing: is your organic traffic growing, are leads converting and what is working best?