Content marketing is possibly the most vital marketing technique for most kinds of businesses right now. It effectively captures the public’s attention, builds a business’ credibility, creates a narrative, and grows a following. It’s pretty crucial for brands to utilize it at its full potential to get the results they want.
However, many Venture Capitalists (VC) are not big on content marketing. Many of them, especially the top ones, don’t actually need to take on such campaigns as they are already established in the industry. The way they conduct business and get into the news often, suffice for their lack of marketing measures. It’s an excellent thing, really, as many VCs are not fond of spending time, funding, and resources on marketing tactics.
Unfortunately, the same cannot be said for smaller and newer VC firms. The pandemic also has a major impact on how they can conduct business as occasions to mingle and network are practically non-existent nowadays. Speaking engagements, networking events, and other occasions for doing business in person are practically prohibited so how can a budding venture capitalist take off if they don’t have opportunities to take advantage of?
Sure, introductions can be made online through video conferences and such but how willing are investors to do that at the moment? Such methods may take lengthy scheduling back and forths and conversations through the screen may not have the same impact as doing it in person.
Content Marketing Strategy for Venture Capitalists
As VCs build their reputation on credibility, networking, and a good portfolio. These are necessary to attract investors and LPs but can be very hard to acquire when in-person interactions are not allowed.
This is where content marketing for VCs comes in. Many agencies are turning to this proven and tested technique as they are forced to explore alternative measures for promotion online.
The only problem is that the landscape is now very saturated. And with more niche VCs popping up, the competition is definitely becoming more and more intense. So how can a new VC stand out in situations like these?
How To Craft Your First Content Marketing Message
When it comes to content marketing, having a unique message is imperative. Since the goal is to build trust and credibility, a hook is necessary to engage the target audience. Having a unique message can do the trick.
In order to grab the attention of the right people, a VC needs to say something that hasn’t been saying before. This, of course, is not an easy feat since there’s practically nothing new under the sun, as Shakespeare once said. There are still a few ways to get around this hurdle, however, as the message may not be unique but the delivery and plan for execution can still be.
But, to be honest, this is already the first thing that VCs have to come up with even before establishment. It has to be formed already before a content marketing strategy is planned as such measures should only follow and support the original message. Once there’s a message that’s fully formed and ready to be shared, a content marketing strategy should be planned.
One thing to note is that content marketing for VCs can be a bit different from how other businesses conduct the same techniques. There should be more emphasis on certain areas more than others and it’s not necessary to be present on some platforms.
For example, on social media. VCs should improve their presence on LinkedIn and Twitter. Being the professional space on the internet, LinkedIn is a must to establish the business profile and share the company’s portfolio. Twitter is a great place to interact with people of all sorts. It can also be an excellent space for sharing information, tips, and different kinds of updates.
Reddit and Quora are also top places where most VCs can be found. They’re quite time-consuming but it’s a great place to showcase the business’ expertise.
Blogging and writing for online media are also important content marketing tricks that a VC should master. The goal is to establish the team’s experience and knowledge in different areas of business so sharing information on various platforms would be a great way to do just that.
Blogging will provide the brand their own space for their discussions. It’s where the public can be directed for information while interacting on social media. Writing articles for business, tech, and other related media outfits are also a great way to establish the company’s expertise. This can be trickier to do but will boost the VC’s profile significantly.
Email subscriptions are something budding VCs should also consider doing. This will provide them closer interaction with their target audience and other parties who are interested in what they’re doing. The curated content is appreciated by those who are really keen on what certain VCs are offering so it will prove to be useful in promoting credibility and building trust.
It’s crucial to note, however, that the content for newsletters should be more specific compared to blogs and articles. Recipients of these kinds of content are not looking for general advice on business, they’re more interested in taking things a step further. Discussing those matters should be a priority for this technique.
Effective Content Marketing for VCs in the Times of Pandemic
Content marketing and other online efforts for networking and building a reputation may not be enough for VCs that are just starting out but it can already help them take off nicely. It would always be better if in-person measures can be practiced but with such great risks, it’s better to settle for what’s safe for everyone. With the right techniques and even better execution, these tricks may already help a solid business advance in a highly competitive field.