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A lot of seat time on an actual race-track

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In the first article in this series, I discussed how to create a marketing strategy for promoting your startup as well as how marketing activities should determine marketing channels. In the next few articles, we will go through each activity–starting with writing–and discuss cadence, format, and channels, which will give you the remaining details that you need to execute your marketing strategy. The main driver that determines which activities will likely be most effective for your startup depends on the characteristics of your ideal customer as well as the capabilities of your team. Similarly, which channels are most likely to reach your target audience hinges on where they hang out and get their information.

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The principal aim in writing short posts is to participate in discourse with your customers and to build your visibility, which usually translates to amassing followers. The most common incantation of this activity is tweeting although there are other channels that can be equally, if not more, effective than Twitter. Some of the most popular channels for writing short-form posts include:

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The chief challenge in making writing short-form posts an effective tactic is that everyone is doing it because it is easy. This creates a lot of noise above which your own discourse must rise and do so in a way that conveys your marketing message while staying authentic and personable. The greater the noise, the more frequent your posts must be to get noticed. Next to each channel in the above list, I have added an approximate cadence that needs to be maintained to build visibility over time.

One of the best ways to build your startup’s brand is by providing useful information to your customers, and long-form posts and articles are often the best media for doing so. Seth Godin’s Permission Marketing is among the seminal books written about inbound marketing, and I highly recommend that you read it. In short, the idea is that by sharing useful information and advice with your customers, you are also building trust and authority in your area of expertise, so if those customers ever need a solution like the one you have built, they will come to your company first.

As an example, let’s imagine that you have built an app that helps dog owners find dog walkers. While it’s true that your product is specifically about walking your canine friend, your goal is to reach dog owners, and they have many questions and challenges that you can address in a series of long articles. For example, you or someone on your team with relevant expertise can write a whole series about training your dog focusing on one area per article–e.g. training your dog to stay. It’s reasonable to assume that with time, dog owners will find your writing and appreciate the tips that your startup has shared. And when it’s time to find a new dog walker, your startup is likely to be at the top of the list of sources to investigate.

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