Marketing · Soft launch

When should you start a blog for your startup?

Jose Galindo Founder at MoneyMio

February 3rd, 2015

This probably depends on the type of company but how soon should one start a blog for a startup? My thought is that it would be helpful to have a blog even before launching a product to garner interest but not sure what are people's thoughts about this.

Simon Cocking Senior Editor at Irish Tech News

February 6th, 2015

Blogs bring fantastic value to your site, and the ability to sell your product / methodology / sense of who you are.

As mentioned above, if you can't write it yourself then get someone else to. Though to be honest, look at it as an opportunity to map out in more than just 140 characters who you are and what you do.

Sites without a blog almost seem to be avoiding giving the visitor a means to get a more human sense of who you are and what you do. You don't need to 'overshare' details about your personal life, but anything that gives more than just the slick PR version of your company actually helps to convince potential customers that you're not a faceless, unresponsive organisation.

Naturally I am a little biased because we help people to develop and roll out their content publishing schedule. But if you can create interesting, readable, and share-able content, then you are offering the world, and google search algorithms more reasons to come across who you are and the great things you are doing.

Nice question!

Michael Brill Technology startup exec focused on AI-driven products

February 3rd, 2015

Take it from someone who is starting the blog a day before we launch. START NOW!!!

Samik Raychaudhuri

February 3rd, 2015

The answer to 'Why wait?' is probably that there are hundreds of other things that you need to do for the product itself. Consider the fact that your blog is going to be a product as well, or at least a sub-product, which needs regular maintenance.

I am not saying don't do it, but I am just probing to find out what the author originally asked: is there a optimal time to launch the blog?

Alan Peters VP Product and Technology at BusinessBlocks

February 3rd, 2015

You can start it before the product like you said. You can have an audience, credibility and search engine visibility ready to go. Your blog could be your MVP.

Jennifer Fortney 20+ years’ experience in PR & marketing comms; Founder of Cascade PR, Chicago firm for small business & startups.

February 4th, 2015

These are all great comments.

It's a wonderful opportunity to create some buzz and also kick start search to your website. Share it on social media or direct them to the blog for exclusive information on your launch.


Praveen Ramanathan President & CEO | Delivering Strategic Digital Experience Solutions for B2B & B2C Customers

February 6th, 2015

Here are 3 factors to consider:

1. Timing: Start-ups can go through massive transitions and monumental shifts in strategy over the course of time. Target audience might change, so postings that worked for one audience might not work for another.  When these start-up shifts occur, be ok with changing the tonality and content of your blog. 

2. Quality: If you had to choose between reading a fantastic blog vs. 4-5 ok-ish blogs, what would you prefer to read? I always make the argument for Quality over Quantity, If the quality of the postings is not of  considerable value or interest to your target readers, it may cause them to lose respect for your intellectual perspective and they will not come back. 

3. Intent: IMHO ultimately, your underlying intent is going to be important. Do you see the blog as a means of service to your readers or a means to promote your brand and products? While these may not necessarily be mutually exclusive and I am not saying either is good or bad, ones intent usually shines through in the postings. 


Anthony Erlinger

February 3rd, 2015

Sooner the better. Why wait?

Jessica Alter Entrepreneur & Advisor

February 3rd, 2015

I agree with Alan and Samik. Can be hugely valuable for building a brand and SEO but a) decide what you want it to do - newsletter conversions? shares? b) do it regularly, one blog a month really not going to do much and c) keep it focused on your target.

Anonymous

February 4th, 2015

@Jose Start today, even if  to promote your personal brand. A good place to start is on Linkedin posts or Medium so your connections can learn first.  When blogging on your own site, make sure the platform says quality, not easy.

Doc Kane Alliance Manager/Marketing Communications Manager at RevenueWell / Ghostwriter

February 4th, 2015

Jose, the blog shouldn't be a drain on resources - hire it out to someone who can do it for you. A good writer becomes you in a sense ... it's all about effective interviewing and getting your voice. Don't write it yourself unless you have the chops and the desire to do so. Also, don't expect miracles with blogs. They're not the huge traffic generators people make them out to be. In many instances they help more with refining your company's voice and branding strategy than bringing in tons of eyeballs.