Online Media Publication May become the New Normal for Startups
As we can see, the idea that businesses may create platforms that resemble conventional media publication and use them to better engage with an audience of potential customers is becoming predominant. Due to the Internet’s ability to lessen the barriers to content creation and distribution, it is now much simpler to accomplish.
The businesses that use this method don’t frequently promote themselves. Their emphasis is on producing material that is primarily beneficial to the audience and nearly identical to what you would see in business media. In order to establish rapport with a group of people who value the knowledge and, consequently, the source, they work to develop subject matter expertise. The idea is that if the business succeeds in doing this, you will give them a lot of mental space and be more likely to think of them when or if you require their product or service.
Stories have power, and tech entrepreneurs are starting to recognize this, which is why they are moving into digital media. Their narratives transform into their brand-new product, which they can then successfully package and promote to their intended market. They have depended on search engine optimization (SEO) to do this by anticipating and responding to inquiries from customers about particular goods or services.
With zero brand recognition and little in the way of capital to bolster their public images, startups have ignored the power of online media publications, but not the likes of Paystack, Fincra and Piggyvest. As big as they are and can become, they have employed the inexpensive tactics of online media publication to give them the needed traction.
Paystack’s Digital Media Publication Network
Payment processing startup, Paystack, announced in April 2021 that it was looking to hire a Managing Editor to assist create “Africa’s greatest digital business media network.” Nothing novel about this as Paystack had been creating the kind of material you’d expect from a genuine media firm for nearly two years but on a minor scale. It releases Decode Fintech, a newsletter and podcast that collects news on the African fintech ecosystem and offers commentary. But the announcement was about producing media content on a large scale, it wants to do more now.
A business that faces little to no pressure to monetize its media assets starts to dabble with the media. In order to conveniently finance its media activities, Paystack already has a successful business. This enables them to cut out the middlemen and reach clients directly.
Paystack has been providing African business owners with the information they need to expand their enterprises into successful global enterprises. The startup claims that it took inspiration from various trade journals and B2B media outlets like Bloomberg, First Round Review, CB Insights, Industry Dive, Morning Brew, and Increment.
Fincra’s Media Publication Strategy
Launched in September of last year, Fincra is a payments infrastructure for fintechs, platforms, and international companies. The firm offers payment solutions that enable merchants who have signed up to take payments safely, send payments internationally in numerous currencies at a cheap cost with no additional costs, and grow their business internationally.
Through a variety of cross-border payment instruments, Fincra provides creative solutions for businesses. Fincra operates in the B2B market as a provider of payment infrastructure, which necessitates a specialized marketing strategy. In the more common B2C model, you speak with clients directly whose decisions you want to sway.
Fincra uses a two-pronged media strategy to create lasting connections. It accepts niche media advertising first. The startup supports publications and newsletters that speak directly to its target market, such as Notadeepdive, Communiqué, TechCabal’s daily email, Not The Boring Tech Stuff, Techpoint, and Technext.
Additionally, Fincra is developing an intended media strategy that tackles user pain points and predicts audience demands in order to consolidate. It focuses on search engine optimization (SEO) to foresee and respond to inquiries from customers regarding particular goods or services.
The Ouut’s Take
Since the days of door-to-door marketing, times have changed. You can now search the entire internet for new clients. Networking and content marketing are equally important. Although it won’t provide results right away, content marketing is ultimately quite effective and is free. Startups will finally reach their market objectives if they consistently create content that corresponds to the demands and interests of your potential customers.
It can be challenging to capture readers’ attention in a world where so many businesses and individuals are publishing blogs on virtually every subject under the sun. But these firms have the tools they need to handle these difficulties. Their contents now form a larger body of content that supports and qualifies their ideal clients.