How Tech Startups Can Use Content for Growth

By Chloe Dinsdale Nov 3, 2021

In the wake of COVID-19, many industries around the globe have seen major changes and disruptions like never before. The tech industry, in particular, has been no exception, with COVID-19 leaving major impacts on tech startups and cities. In fact, as the first cases of the coronavirus emerged in the United States, we saw many tech companies begin a nationwide shift to working remotely. Whereas living in Silicon Valley was previously required for those vying for the nation’s top tech jobs, the pandemic has now forced tech companies to allow workers to log in from anywhere.

As a result, we have seen mass migration out of big tech cities directly in response to the coronavirus, with many workers realizing they no longer need to stay close to tech company headquarters in expensive metropolitan areas. At the same time, new global tech hubs are emerging, with cities like Austin, Texas, for example, becoming a top destination for Silicon Valley transplants.

So what does this mean for the future of tech? Many tech companies may never go back to the office in full force. Looking forward, tech companies can take advantage of financial incentives that arise from embracing remote work. For instance, employers can reduce spending on office rent as well as employee salaries (if employees are living in areas with lower living costs). 

Still, despite any positives that tech companies may draw out of the COVID-19 pandemic, there are still challenges tech startups will be facing. Tech companies need to gain new users in crowded markets or differentiate themselves from a sea of similar startups. Some companies have yet to perfect explaining complex products to non-technical users. Other companies are unable to craft and distribute technical content in compelling and understandable ways.

To address these challenges, tech startups should consider engaging in content creation. Crafting and distributing content is absolutely necessary for increasing brand awareness and establishing brand expertise. Content is crucial for spreading your brand message, and it does wonders for helping clients understand your work and its importance.

Content marketing brings winning results whether you are selling B2B products or B2C products. B2B, which stands for Business to Business, refers to selling products to other businesses. In contrast, B2C sales involve a business selling products directly to the individual consumer (Business to Consumer). B2B companies are businesses whose customers are also enterprises. Thus, B2B marketing is generally more concerned with building strong relationships and showing what kind of ROI a business customer can expect from a product.

In contrast, B2C marketing usually revolves around more entertaining and less formal content, as well as quick solutions. B2C buys can be a result of much more emotionally charged content, like a persuasive video or uplifting blog post. Regardless of the kind of client you are catering to, it is clear that content will be key for your company’s success.

If you are a tech startup feeling today’s challenges, let StoryStudio show you how content can be used for serious growth despite global industry shifts. As a full-service content marketing agency, StoryStudio provides digital-first solutions for brands big and small. We handle every aspect of your campaigns from start to finish, from creating your content in-house to promoting it through cross-channel ad placements (all while optimizing along the way).

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