Starting a business is hard, and everyone seems to have advice. When it comes to establishing your start-up’s content lifecycle, you might hear, “You need this type of video!”
But here’s the truth: you don’t need every kind of video. What you need is the right video for where your business is right now. Let’s keep it simple and break it down.
Table of Contents
How Do I Measure Successful Communication?
For me, successful communication means one thing: the recipient changes their behaviour. If they don’t act differently after hearing my message, then I haven’t done my job.
The more their actions align with what I want, the more successful my communication is. It’s about creating change.
Start-up founders can think about this in the following way:
What are the problems at each stage of the start-up lifecycle, and how could we use content to solve them?
Here’s what the start-up content lifecycle looks like with that in mind
What Does That Look Like?
When launching something new, telling isn’t enough, showing is what sticks. People retain 65% of information that’s paired with visuals, versus just 10% with words. That’s why video content is so powerful.
The goal is to help people see your product, remember it, and show real interest.
Here’s how I measure that:
- More Clicks: Are more people clicking on my ads, emails, or links? If yes, it shows they’re curious and paying attention.
- More Messages: Are more buyers reaching out to ask questions or learn more? That’s a strong signal they’re considering the product.
- Higher Conversions: Are more people signing up, buying, or taking the next step on my landing page? That’s the ultimate goal – action.
- Better Engagement: Are people staying on my site longer or interacting with my content more? This tells me they’re interested.
Why Behaviour Change Matters
Good communication makes people do something.
When I see more clicks, messages, or conversions, I know my message is working. It’s proof that I’ve connected with my audience and helped them take the next step.
That’s how you can measure the success of your content lifecycle. Simple, clear, and focused on the actions that matter.
Stage 1: MVP – Showing Your Idea Works
At this stage, your goal is to prove your idea is good.
Best videos for this stage of the content lifecycle:
- Simple Demos or Prototypes: These don’t have to look fancy. Just show your idea so investors, team members, or early customers can understand it.
- Polished Pitch Videos (Optional): If you’re applying for grants, a short video can stand out from boring written applications and grab attention.
What to avoid: Don’t spend too much time trying to make it perfect. Focus on explaining your idea clearly.
Stage 2: Product-Market Fit
Now you’ve got some early success, and selling your product is the priority.
Best videos for this stage of the content lifecycle:
- Explainer Videos: These videos tell people what your product does, who it’s for, and why it matters. It’s like a quick sales pitch on video.
- Customer Success Stories: Show how your product helped real customers. These stories build trust and make it easier for new customers to choose you.
What to avoid: Videos that don’t focus on your audience. Make sure your message is clear and relevant.
Stage 3: Finding Your Best Channels
Now you’re figuring out the best ways to get new customers.
Best videos for this stage of the content lifecycle:
- Ad Creatives: Short, eye-catching videos made for social media or other platforms. These are great for reaching new customers.
- Content Marketing Videos: Videos that answer customer questions and keep their attention. These help build trust and encourage people to buy when they’re ready.
What to avoid: Don’t create one video for everything. Make sure your ads fit the platform and audience.
Stage 4: Maturity
For businesses that are growing, videos can help with hiring, training, and reaching new markets.
Best videos for this stage of the content lifecycle:
- Recruitment Videos: Show why your company is a great place to work. Highlight your values and culture.
- Training Videos: Teach your team how to do things in a simple and consistent way.
- International Campaigns: Use videos to reach new customers in other countries with localised content.
What to avoid: Don’t only focus on sales. Videos should support your business in different areas, like operations and growth.
Content Lifecycle – Final Thoughts
The truth is simple: you don’t need every kind of video out there. This guide is just a starting point, not a checklist.
Focus on where your business is right now and pick the type of video that will help the most.
If you’re not sure which video to make, send me a message. I’d be happy to help you figure it out!
