In an environment where micro venture capital firms are on the rise, the startups and entrepreneurs are faced with lots of options for wooing potential investors or securing capital. It isn’t just about the big players in the VC market.
Highly desirable companies have a better shot at controlling the negotiations and being more selective in where they receive their capital. This turning of the table is making it harder for VC firms to make their mark and stand out from the competition.
Now, more than ever, investors need to find creative but effective ways to gain the trust of a startup and cultivate a relationship that will be mutually beneficial. Content marketing is a tool that can boost credibility and demonstrate competence and expertise for venture capitalists with firms of all sizes.
Content marketing is a way to get startups, co-investors, and the general public to take notice of their firm. Here’s how to make this strategy work for you.
Build Credibility Through Blog or Bylined Articles
If your firm wants to reach the same heights of success as the notable Mark Stevens, you need to let your experience and knowledge shine. Content marketing is about the content itself, but it is also about matching the content with the target audience. If you are going to succeed, you need to know your audience and be able to add value to them through your content.
Your writing must be clear and succinct, but it also needs to stand out. What do you have that your competitors don’t? What kind of creative or unique angle can you bring to your content to help differentiate you from the rest of the field? You should be looking at what new partners, startups, the community, and co-investors both need and want to know.
You can use a blog on your website to directly reach your target audience, but you can expand your scope with published articles in credible literation. Third-party business or technology publications can drive more traffic to your website but more importantly, these appearances build credibility.
You can also use existing platforms like LinkedIn Publisher and Medium to expand your reach and audience. Whatever content is released through the website or another publication, have a follow-up strategy for distributing the link or content through the firm’s social media channels or newsletter, as well as personal social media accounts.
Draw in the Audience With Video Content
It is estimated the 80% of Internet consumption around the globe is through video content. Many VC firms have a lot to offer the public since there is often a lot of mystery and misunderstanding about what VC firms do, how they operate, and why they are important. Live streaming interviews with company personnel, mentors, or an industry expert is one way to get your audience engaged with your company.
You can have a questions-and-answers session with some of the portfolio startups you’ve worked with to help demonstrate your expertise. You can record short educational videos or lecture-based videos concerning areas of interest with startups or entrepreneurship.
There are a number of live stream video options through channels like LinkedIn or Facebook, but you can also use YouTube Channels and archived content on your website to continually have something to offer.
Use Podcasts to Educate and Entertain
It is estimated that around 50 million people listen to podcasts, as this medium has become a popular and easy way for brands to reach potential consumers and their target market.
Within the venture capitalist market, you have startups looking for good advice, potential partners looking for experience, and designers or developers listening for what is trending. Podcasts are flexible, allowing people to listen from wherever they want, and at a time that is convenient.
You can use this forum to conduct interviews, chat with current portfolio owners, go over trends in different buying markets, or discuss current or coming legislation affecting VCs or startups. You have unlimited opportunities with topics, and there is an audience out there willing to learn from your expertise.
Follow up with releasing your podcasts to your website for continued access, and make sure your social media accounts are informing your followers when new segments have been released. Continually monitor responses to the podcasts, and actively seek feedback over what topics may be of interest to your listeners. This keeps your content relevant and focused.
Expand Your Thinking Beyond Your Four Walls
Your interviews, articles, or podcast episodes that revolve around one of your portfolio companies help to build that company’s credibility and brand awareness.
It puts their name and brand in front of other partners or investors. Startups are often at a disadvantage when it comes to sharing news or updates, but being featured by a VC partner shines a much-needed spotlight on the company’s potential. Though your content marketing efforts may be to drive your VC firm into new relationships and partnerships, what you do provides benefits to others in the industry.