How do I show businesses they need a technology if they don’t yet know it exists?
How Tech Startups Use Content to Connect with Investors
John Himes
August 15, 2023
It’s not just pitch decks.
Early-stage technology companies should publish content because it helps them get a foot in the door and then seal the deal.
Just getting the chance to pitch investors is a challenge for many founders. Securing funding is even more difficult. This is troublingly true for women and technologists who operate outside hubs like Silicon Valley or New York.
There’s no substitute for product, customers, or revenue. But many startups don’t fully realize the potential that smart content strategy can have on their chances of bringing in capital.
Even just a couple articles that are well thought out can make a difference.
Here’s how.
Content builds traction for early-stage tech firms
Venture capitalists (VCs) need to see signs of traction in order to have the confidence to invest in a tech startup. This could mean seeing evidence of product-market fit, it could be letters of intent from potential customers, or it could be admission into competitive accelerators like Y Combinator.
Traction can also take the form of buzz, press, engagement, or web traffic.
“One of the most important things for investors will be signs of any early traction or customers,” writes Richard Harroch for Forbes. “A company that has obtained early traction will be more likely to obtain investor financing and with better terms.”
Let’s be real. Even a viral article won’t have the same force as positive revenue or user base growth.
That doesn’t mean that it won’t matter though. It all adds up.
Then again, the traction that comes from successful content marketing can directly boost those key metrics. Technology content marketing generates leads, builds authority and trust, and helps you convert leads into customers.
Publishing great content isn’t a silver bullet for early-stage companies. However, it can be one of the rocket boosters that contribute to your escape velocity.
Use content to directly connect with investors
Content can also help tech startups establish and build relationships with potential investors. It’s a way to get the dialogue moving forward.
Kelsey Raymond, CEO of Influence & Co., offers some great advice in an article for Entrepreneur:
During your content efforts, reach out to an investor you’re interested in meeting with and ask her to provide a quote for the article you’re writing. If you’re in financial tech, reach out to an investor of other financial tech startups and ask her for her thoughts on relevant industry trends.
By doing this, you’re not only receiving value in the form of a connection and a strengthened article, but you’re also delivering value by providing free coverage of that investor and showing her that you respect her opinion.
Even after you’ve published the content, it’s not too late to reach out. Send them your content to ask for their thoughts and feedback.
Just remember that your content needs to be unique and compelling. Whatever you do, don’t spam them!
Keep in mind that these are people who are plugged into the latest and greatest in tech. They’re keen on following trends, and it’s in their interest to know which way the needle is moving.
If you can give that to them with compelling content, they’ll remember that when you do make your pitch.
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Content provides credibility and differentiation for tech startups
You may be obsessed with your product, but that’s actually not your investor’s top priority.
Top VCs “say that the main driver of their investment decisions is the people they are backing,” explains Prashant Fonseka at Forbes. “People are core to venture capital investing at any stage. Second to the people is the market.”
Since investors invest in people, it’s crucial that you, the founder of an early-stage company, build your credibility and differentiate yourself.
And I don’t just mean differentiating your product from the rest of the field. I mean differentiating your thought process, demonstrating that you bring unique perspectives and problem-solving that will enable you to succeed in the fast-paced technology sector.
Content can create that credibility and demonstrate that differentiation. Unique and insightful content establishes you and your team as “thought leaders,” and that gives you authority.
“Executive branding through thought leadership speaks to a company’s sophistication, credibility, and marketability,” concludes Josh Johnson at Entrepreneur. “And content plays a critical role in developing the kind of authority that attracts investors.”
That credibility can be the difference between securing millions in seed or series A funding and leaving empty-handed.
Content isn't just for late-stage tech companies
You may not be at the point where it’s worth it to publish weekly or even monthly content updates, as you compete to rank well in search engine results. That doesn’t mean that you can’t benefit from strategic content publishing as an early-stage tech company.
With only a minimal investment in time and resources, technology startups can use content to build relationships with potential investors. They do so by gaining traction, directly connecting with VCs, and establishing their credibility and differentiation.
The most important thing is that it’s unique, authentic, and valuable. After all, you’re an innovator. You see something that other people don’t. Content gives you the chance to show it without giving away your “secret sauce.”
But if you’re like most startups, you probably don’t have the bandwidth to sit down and go through the entire content-writing process. Your engineers are busy building a winning product, and you’ve got your hands full to say the least.
That’s where a professional content marketing agency comes in. When you work with a company who specializes in technology content writing, they can interview you and then use your unique ideas and perspective to create a narrative that establishes you as a thought leader.
We’ve done it before. And we can do it for you.
Get in touch with us today to schedule a free consultation.
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