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Few startups start with a coherent content strategy.
In the early days, every project is fast-paced, and there are times when showing off to investors feels more important than serving your customers.
Blogs are a good example: they’re a cheap way to drive SEO, so companies put them out and then use KPIs like time on site and every session and social media to show how successful they’ve been.
Christopher P., chief marketing and pipeline officer at Acrolinx. “The reality is: vanity metrics don’t measure how engaged customers are,” Willis writes.
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Relying on vanity metrics is like attending a Little League awards dinner: everyone goes home winner!
“They simply measure the relative popularity of your business. This makes measuring ROI difficult.”
Creating a coherent brand strategy is not a huge investment and creating a common style guide for marketing, design and sales will generate a positive ROI. With a content management plan, any startup can track offers that are likely to convert new customers.
“The biggest advantage of this is content that builds trust,” Willis writes.
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Remove vanity metrics from your startup pitch deck
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It’s legitimately good to give your hard-working team goals they can work towards, but meaningless metrics (eg, X email subscriptions in Y days, 20% more retweets) are like Little League awards dinners: all winners go home!
“The reality is investors know what traction looks like,” writes HJ Jan Kamps, which means feel-good statistics have no place in the pitch floor.
“Don’t confuse loose numbers and useless metrics with your go-to-market strategy.”
3 Black Founders Predict Little Change in VC by 2023
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A rising tide lifts all boats, but when free-flowing capital begins to decline, unrepresented founders are the first to find themselves on dry land.
Dominique-Madori Davies spoke to three black founders to get their thoughts on the current funding landscape and what’s important to them as we head into the new year:
- Vernon Coleman, Founder and CEO, Realtime
- Sevetri Wilson, Founder and CEO, Resilia
- Abimbola Adebayo, Founder and CEO, Pinu Analytics
Fundraising levels are not dollar values - they are at stake
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Before a founding team approaches any investors, they need a clear idea of how their proposed company will raise money.
And also: how to lose money.
Investors are open to ideas, but because they see everything through the lens of risk, entrepreneurs need to develop a comprehensive understanding of where they are in their company.
“‘These three things must be true for our company to be successful’ is a strong phrase in the early stages of starting a company,” writes Hajj Jan Kamps.
IT Spending Forecast to Grow in 2023, What Does It Mean for Startups?
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The fact that many CIOs and analysts believe that IT spending will increase in 2023 may be good news for new SaaS companies looking to weather this downturn, but “it’s not all rosy,” writes Ron Miller.
To bring these predictions down to earth, he interviewed a number of investors, industry observers and CIOs to get their thoughts on “What’s in store for enterprise startups in 2023.”
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