There are few startups or young companies that doesn’t have a blog these days. We all know the benefits of producing content in one shape or another, but exactly how to do it the right way?

There are several ways to establish yourself as a quality content provider, and some things you need to avoid when interacting with people through content.

Build Credibility and expertise

Content marketing is more about showing of your knowledge, to help people, than to sell something.

A common mistake companies often do, is to produce their content like a very good-looking ad for their product. Wrong.

A blog article will usually never lead to a sale or a direct purchase, it’s about building credibility as an expert in your field. So when your potential customers is ready to make a purchase he or she knows what brand to trust with his wallet.

How content marketing doesn’t work.

This means that you can’t fake being an expert if you really want to get something out of your content. This blog you’re reading right now is not existing for you to buy or invest anything in itnig.

We want to be a real resource for the startup community, so that our startups benefits from the reputation itnig has as a good provider of useful knowledge.

If you’re company full of experts or people with a lot of experience you should take advantage of their knowledge, and present it through your content.

If you’re a startup, with a young team without experience, you can bring in external people from your network, experts or others for an interview, but present it through your brand, so both you and your external expert benefit from it.

Stay Relevant

Staying in touch with trends is getting harder, as trends are changing every day.

One of the ways of staying in touch with what’s relevant for your audience is creating a balance of current and evergreen content.

To only cover current trends is great when it’s hyped, but it’s a big risk to take if it fades away in a month or two. In other words, many hours of hard work can be wasted. To stay relevant you also need to present evergreen content; videos & posts that explain timeless topics which have been discussed, and will be discussed for the next ten years:

All of these articles are evergreen, and will bring people to the itnig blog for the next years. With a balance between this kind of content, and current events in the industry you’re in, you’ll be sure to create a brand that shines of relevance.

Avoid content shock

We are reaching a point in content marketing where publishing 500 word articles for SEO isn’t really working anymore.


As everyone is creating content we need to know our customers or users much better. Do the research, and instead of creating tons of short posts, create longer content with higher value. Also because Google now favors that kind of content. The average word count of a Google first page result is 1,890 words. Also Medium favor longer content, as a 7 minute read will rank better in their algorithms.

If you’re building or running a company I guess you spend a good amount of time getting to know your customers. Use this information to shape your content.

It’s however worth mentioning that if you’re doing video content, the rule of length does not apply as much as with written or audio content. If it’s not a super interesting keynote, try to keep it shorter, around 1–2 minutes, especially in social media.

Across platforms

There’s tons of places on the internet where you can promote your content.

Medium, Twitter, Facebook, Youtube, Snapchat, LinkedIn, the list goes on..

The key is again to know your customer and your content. All platforms has their target audience and one or more types of content that performs well. Medium is obviously good for text, especially longer form. Facebook and Youtube is great for video. Twitter is great for spreading the word fast.

The different social media channels all serve their particular purpose, and you can’t stick to only one. When itnig writes a medium article we always try to include:

  • Videos
  • Photos
  • Social media content

It should be a goal to do this in all posts, but it’s hard and resource demanding. It’s however these posts that people read and share the most.

Now, go build your own content factory!

…………………………..

This post was written by @sindre hopland, media manager at itnig, and based on Scott Mackin’s talk at itnig this fall.

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W.

WHY YOU SHOULD CONSIDER A COWORKING SPACE FOR YOUR STARTUP

Your home office or a coffee shop won’t be enough!

Yes, we all know the tale about the guy who starts a small company in their garage or basement, has a brilliant idea and becomes the next Steve Jobs. It’s true, most successes have very humble beginnings. It’s also true that not all garage or basements are going to magically get you a successful business. They might work in the very (veeeery) early stages of your startup, but you can’t always meet a client at coffee shops, not to say your basement. 

A great, if not the best, solution is to find a coworking space. Coworking spaces have become very popular all over the world, either for freelancers or entrepreneurs and startups. 

Coworking spaces are not just big rooms with desks and chairs with high-speed wifi. The areas are made to be exciting places to work and improve your productivity.

As a startup, you need to find resources fast and affordably. More importantly, you’ll need motivation. This is why you should consider a coworking space. 

Here are some basic but amazing benefits from coworking spaces:

Community

Joining a coworking means joining a community.  Being surrounded by other entrepreneurs, freelancers and talented independent people is without doubt a one of the best features of a coworking.

Motivation is key when starting a new project and trying to develop your own business. The road will get though and you’ll appreciate other entrepreneurs’ vision and support! Other workers’ feedback can be very useful to improve your service/product before trying to sell it to the world. 

Networking, networking and…networking!

As a startup, you’ll be looking for networking opportunities. Most coworkings host professionals from different kind of industries, which can open up many doors for you and your business. Not all coworking spaces are about networking, some of them prefer to have a quiet individual work environment, so as a startup you have to make sure to choose a coworking with networking opportunities.

At Itnig, for example, we love to share ideas and support other entrepreneurs. Don’t be shy, some of the other coworking tenants can bring great business opportunities, or even become new clients (and friends)! 

Budgetfriendly

As entrepreneurs (or people for that matter) it’s very important to understand the importance of money, more specifically: budget. Tight budgets call for smart spending. Coworkings are usually budget friendly, most of them offer different membership options depending on your startup’s needs and budget.

Amenities 

A coworking provides you with everything needed to be as productive as possible. High speed internet connection, printers, conference rooms and COFFEE. Some coworkings even plan afterwork activities and events to make it all more fun! As a startup, a coworking space is your best chance at having all the basic amenities but also the fun ones, like a ping pong table or a nice chill out terrace. 

Happy clients

As you grow and have more clients, it can get messy if you keep meeting them in coffee shops. Coworking spaces offer office services such as conference rooms. That way your meetings will be more professional and comfortable for everyone. 

Barcelona is a city full of coworkings of every kind! Our Itnig community keeps growing, we now have up to 20 startups such as Andjoy, Classlife, Factorial and Freeverse, all under the same roof. We have afterwork activities and we also plan different kinds of events open to anyone interested in marketing, tech stuff, entrepreneurship and design. Our space is about 2.100m2 with up to 800m2 of conference rooms, events space, ping pong and fun activities. 

There’s also  wifi, endless coffee and talented people. Join us!