Why does a Venture Capital Fund (VC) need content marketing? After all, companies should be lining up to meet with you because they need investors. The investor world has become full of both established giants and a growing number of micro VC’s. Start-ups now have many options and can be more selective about who they raise money from. This makes it essential for VC firms to stand out and attract desired deal flow.
So why content marketing?
For the VC – we want to establish “thought leadership” through good marketing and implement the strength of both the fund (what we do) , how we do it and why we are better than other funds in our space .
For the Entrepreneur – the new generation of entrepreneurs has changed the way they choose their investors, and even plenty of companies opting to bootstrap rather than approach the VC. They want an investor that they respect and want to work with investors that align with their world view.
Marketing proactively manages the communication and brand of the VC playing a crucial role (especially today in our social media dominated world) to not only attract higher quality startups and limited partner dollars, but to retain a respected place in the business world.
Some key marketing activities every fund should focus on :
Thought leadership through Effective Content Marketing
We bet you have heard how “content is king“ plenty of times before, but it’s true – blogs, articles, tweets and more are a great way to showcase your funds’ uniqueness and offering.
But it is not just a matter of writing materials – strategy includes targeting the right audience, and as you may be aware, with so much content out there the idea is to create content that highlights why companies should work with you rather than your competition.
When we work with VC’s on strategy we also plan where to publish not just blogs, we also work with business and technology publications as well as plan unique campaigns such as “Pitch in the Dark” for Citi Bank or a Star Up Competition headed by Qumra Capital. We also make sure that every article, blog or campaign is supported by our marketing and PR efforts to maximize exposure.
Once we have established our written content strategy we can also start working on other content such as video (essential in this day and age where over 80% of global internet consumption is video), podcasts and more.
But wait there are even more benefits…
Content marketing also places the VC in an excellent position to attract funds of funds. By featuring your portfolio companies you can showcase them to other potential investors as well as showing your strong portfolio to your potential investors. We can help create the content together – for instance even if you do not have news from a specific start up company we can interview the founders or have them join a relevant podcast in their area of expertise.
Our aim is to create brand awareness and credibility – leading start ups who research your fund to feel secure in working with you.
If you want to hear more about Extra Mind and how we can help you create a winning strategy, contact us today.