Building a Start-up Content Strategy? Do This Before Video Investments

A great video can explain your product – but without an audience to watch it, it’s like shouting into the void. 

Videos are powerful tools for explaining your product and driving growth. But for start-ups without an audience, even the best video can fall flat. Without a clear start-up content strategy or a solid audience base, investing in video becomes a wasted opportunity.

In this article, we’ll explore why distribution is critical and how building an audience first transforms videos into high-performing assets. 

1. The Distribution Problem 

Early-stage start-ups often struggle with distribution. Many founders have small networks, making it difficult to reach enough people when they post a video. Typical metrics for reach include: 

• LinkedIn connections and post visibility (2-15% of your network might see your post). 

• Website traffic (often low for early-stage start-ups). 

• Email lists (many don’t have one yet). 

• Affiliates or partnerships (under-utilised channels for content distribution). 

Adding up these numbers and comparing them to benchmark conversion rates (found through a quick Google search) can help determine your potential reach. For example, if you post a video on LinkedIn and only 300 people see it, a 1% conversion rate will yield just 3 sign-ups. If your product costs €100 per month, that’s €300 in revenue – far less than the cost of producing the video. 

2. Building an Audience List from Day One 

The key to making any marketing asset valuable is having an audience. A marketing asset in a vacuum has no value. For example, an explainer video sold to Stripe is far more valuable than the same video sold to a start-up with no audience. Building your audience should begin on day one. Here’s how: 

• Create a list of people interested in your problem space. Reach out to them early and often. 

• Offer free use of your product in exchange for feedback. This increases your conversion rate and helps you build a base of users who are genuinely interested. 

• Engage with industry groups, associations, and partnerships to distribute your content more widely. 

3. Avoiding Low-Quality Traffic 

Not all traffic is created equal. Some start-ups inflate their audience numbers through methods like automated LinkedIn connections or poorly written blog posts that rank on Google but fail to engage readers. These methods might give the illusion of a bigger audience but often result in low conversion rates. 

To ensure your funnel is healthy, focus on: 

• High-quality connections that are genuinely interested in your product. 

• Content that provides value and builds trust with your audience. 

• Reducing drop-off by optimising each step of your funnel. 

4. Think Long-Term: Build an Engine, Not a Launch 

A launch is a one-time event. An engine is a consistent system that drives traffic and builds momentum over time. Some start-ups invest heavily in their launch, only to see the excitement fade as time passes. This can lead to wasted resources and unsustainable growth. 

Instead, focus on: 

• Consistent messaging: Define your value proposition, differentiator, credibility, and product description. 

• Regular, high-quality content: Create posts, videos, and blogs that reinforce your core messages. 

• Incremental growth: Build an audience steadily, so every marketing asset you create converts more effectively over time. 

5. Start Small, Grow Big 

When starting out, many aspects of your funnel will be unknown. Treat your initial efforts as a hypothesis and allow for a margin of error (e.g., 50%). Rely on steady, incremental growth rather than flashy launches. Over time, you’ll refine your messaging, grow your audience, and create marketing assets that truly deliver value. 

6. A Comparison of Start-Up Content Strategy  

Let’s compare two funnels: one without a distribution plan and one with it. 

Before: A Funnel Without an Audience or Distribution Plan 

Channel	Size	Conversion	Revenue Potential
LinkedIn	15% of 3,000 connections = 450	1%	€450
Website	50 monthly visitors	1%	€225

After: A Funnel with an Audience or Distribution Plan 

Channel	Size	Conversion Rate	Revenue Potential
Conference presentations	200 attendees	10%	€2,000
Email list engagement	500-person targeted list	15%	€7,500
Grants and investments	3 targeted applications	66%	€100,000

This healthier funnel boosts initial conversions and sets you up for long-term growth. 

Obviously, this is a static image. If your video is on your site, once you drive traffic, more will see it. However, it illustrates the point: your content is as valuable as your current audience (and your use cases). 

Conclusion: Your Video is as Valuable as Your Audience

Videos are increasingly important as part of a start-up content strategy. But a great video is only as valuable as the audience it reaches. Solving the distribution problem and building an engaged audience transforms videos from a costly investment into a powerful growth tool.

Focus on creating an engine of consistent messaging, audience building, and high-quality content. By doing so, you’ll ensure that every marketing asset works harder for your business and sets the stage for long-term success. 

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