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Why Startups Seeking Funding Should Use Content To Build Their Credibility

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Today, venture capital (VC) is more democratic than ever. Investors are becoming increasingly sophisticated, and geography is no longer a constricting factor.

Lower barriers, however, create stricter filters. With so many startups jockeying for funding, the Internet also enables investors to make snap judgments. Therefore, if you’re looking for funding, you can be sure that your online presence will be the subject of intense scrutiny.

What do investors want to see? According to Edith Yeung, founding partner at RightVentures, a client of ours, there are two main criteria: the passion of the entrepreneur and the potential of the startup.

What better way to convey passion and potential than with well-crafted content? Yeung says that, with strong content, you can “take a stand publicly…addressing issues that [investors] care about in a timely manner.”

Establishing yourself as an industry thought leader gives you a competitive advantage in the fight for funding. Here’s how you can use content to gain visibility, attract investors, and secure capital.

Start with Strategy

When your media presence is strategy-driven, you can shape the way funders perceive you.

Before you begin publishing content, ask yourself some basic questions about your brand. What sets you apart? What are the potential funding concerns?

Strive to create content that is inherently useful for investors — meaning it answers their questions. If they don’t find it valuable, they’ll never read it.

Fortify Your Presence with Credibility

“There is a common misconception between ‘getting press’ and being credible,” says Rishi Roongta, a venture capitalist at Pritzker Group.

Ensure that every potential point of interaction with your brand showcases your dedication and credibility.

When investors Google you, they should find:

  • A solid, vibrant presence on all of your social media platforms.
  • Whitepapers, case studies, and testimonials on your website.
  • Articles you’ve published in a diverse set of publications.

Remember: Your email signature is a valuable tool to bring each of these together. Recently, I saw an email from Elite SEM, a client of ours, and their team uses each email to market its newsletter. I update my email signature to include my latest published article. This is valuable real estate. Don’t waste it.

Deliver Content to Your Audience’s Doorstep

Yes, getting published on Forbes and The Wall Street Journal does wonders for your overall credibility. But an article in a VC industry journal or publication establishes a direct line of communication between you and your ideal funder. Choosing the right publication can be as important as writing the right message.

Not only does publishing through a niche platform convey your “passion for and knowledge of the field, it shows third-party validation” of your ideas, says entrepreneur and culinary innovator Wheeler Del Torro.

“An editor within the field found the content compelling enough to promote it through its publication,” Del Torro says. This endorsement only bolsters your image as a thought leader.

Journal articles aren’t the only way to target funders directly. You can also promote your ideas and articles on LinkedIn groups, email lists, and other networks where investors spend time online.

Leverage the Content

To ensure that you always maximize the value of your content, create a checklist. That way, whenever you publish something, you can guarantee that:

  • Your PR and marketing teams will repurpose the piece for your company newsletter, blog, and social media accounts.
  • You won’t forget to showcase the content and publication on your personal social profiles and website.
  • You and your team will reach out to people in your network who struggle with the pain point addressed in the piece.
  • When speaking with potential investors, your team will reference the content, reinforcing your credibility.

Leveraging your content increases the probability that investors will interact with it. And when you’ve established positive touch points before even pitching, venture capitalists are more likely to see you as a sound investment.

Content as a Bridge

The Internet may have revolutionized venture capital, but one fundamental truth remains unchanged: relationships matter. The search for funding is as much about who you know as it is about your business plan.

Thankfully, content enables you to connect with investors on a human level, speaking directly to them as you engage a wider audience. Content can bolster your network, strengthen your brand, and help you build relationships that matter.

Ultimately, content opens doors.

Connect with Author:

John Hall Influence & Co. | @tweetjohnhall LinkedIn | Google+

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