What role does content marketing play for start-ups?
Theresa Imre, Managing Director of the successful digital farmers’ market markta.at, reveals in the current podcast what digital content marketing has achieved for her start-up.
In start-up companies, the advertising budget is usually tight. Developing a content marketing strategy is relatively cheap. Markta Managing Director Theresa Imre, recently nominated #30under30 Forbes DACH knows why it is still smarter to keep on track with storytelling.
Relevant content marketing that adds value
Markta is a very special company: the online farmers ‘market, which had its début in March 2018, sees itself as a platform to connect regional producers of fresh food directly with consumers.
More than that, markta is building the entire infrastructure around the core business and contributing to a new awareness of food and its production. The people behind it also count: markta currently works with around 100 producers, around 500 have now joined the network.
Providing them with a stage is particularly important to the start-up content marketing strategy. Together with the very emotional topic of food, this background naturally provides a lot of material for content and storytelling. The regular posts on social media are not just advertising, they are thought to fulfill the company’s wish to put food production more in the focus of society.
Content marketing for startups: it does more than generate likes
Theresa Imre has experienced firsthand that digital content marketing can really improve the startup capital of a startup company. With the support of RDB managing director Mario Alonzo-Debout, whom she met two years ago as part of a group of social entrepreneurs, two crowdfunding campaigns have now been set up that have brought markta a whopping 600,000 euros through diligent application.
Even before the online farmers’ market went online, the development of the community began. Digitally advertised shopping vouchers found huge sales, showing the existing demand for regional food and thus convincing even the most skeptical farmers of the sensibility of working with markta.
A digital content marketing strategy helps to keep an eye on goals
With your own start-up you usually fulfill a professional dream. In reality, however, you deal with so many things at once that it is not always easy to keep an eye on everything. The enthusiasm of finally working with what one has always wanted to do also lets start-ups quickly fall into the trap: forgetting that their own company also has to administrate money.
The digital content marketing strategy counteracts this, because on the one hand you deal intensively with the goals to be achieved during the creation, on the other hand all advertising messages and contributions are consistently aligned with the goals set. A very helpful tool for Theresa Imre, who prefers to do everything at the same time.
“Aligning all messages with one goal is more of a challenge than finding the stories that you want to tell.”
– Mario Alonzo-Debout, CEO RDB
Digital content marketing is aimed at defined target groups
In the podcast, Theresa describes what many start-ups know: although you deal with your target groups on a daily basis, it is difficult to determine their characteristics. Conversely, pure market research data is too complex and rigid to recognize and design the person behind it. An agency can bring facts and figures to life: archetypal users, so-called personas, get to the heart of the needs, motivations and wishes of the individual target groups and thus help to address them specifically.
RDB is particularly pleased that Theresa was so enthusiastic about the personas developed for markta.
Contact RDB to develop YOUR digital content marketing success story
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