Content That Fits Startups and Emerging Companies
You need words that put position first, so investors, early hires and customers get it before you spend on demand.
You have a logo, maybe a website, and some budget for ads, but the company's position is not clear yet. Investors, early customers and hires look you up before they engage, often through AI assistants, so you need content that states plainly what you do and for whom, from the founder's point of view.
For a startup, content works when it starts with a position, not a keyword list. Most early marketing money goes to a logo, ads and a website before a position exists. That order is backwards. What works is writing articles, pages and thought leadership from what the company actually is and for whom. The words make the right people pay attention and remember you. If a plain statement of what you do and for whom can be named by an AI assistant, your content is doing its job. Founder point of view is an asset. Build it into the brand and the content.
Startups are different because money is short and the founder's voice is the brand. You cannot afford a full-time CMO, but you still need senior marketing leadership before you spend on demand. A fractional CMO gives you that leadership. Investors, early customers and hires research you before engaging, often through AI. If they cannot say what you do, you lose them. Your point of view is the one thing no competitor has. So content has to sound like you, not like a marketing department.
The work depends on where you are. If your position is not set, I start there before writing anything. That adds time but saves money later. The number of pages, articles and investor materials you need changes the scope. Founder involvement also changes it. If you can sit for a few conversations and review drafts, the work moves faster. If everything has to go through a committee, it grows. You need enough content to answer the obvious questions, not more.
You and I start with a conversation about your position. Then I write a few pages or articles from that position. You review them. We adjust until the words sound like you. SliiceXR handles the execution behind me, but you work with me directly. Finally, the content goes onto your site and into your investor materials. It fits the brand and the website position. You get a set of words that fits how you already talk.
Once this is handled, your website says plainly what you do and for whom. Investors and early hires read it and get it. Your founder point of view runs through every page. You stop explaining the company in every meeting. The words do that work for you. You spend your next marketing dollar on demand, not on fixing a fuzzy position.
Common questions about content for Startups and Emerging Companies
Post what you actually think about your industry, your customers and the decisions you make. Unfiltered beats polished. I help leaders find…
Read the full answerContent works when it carries a point of view a buyer remembers. Content written from a keyword list does not. I start with what you believe…
Read the full answerThought leadership is a position the company is willing to defend, published consistently, in the leader's own voice. Pick three or four sub…
Read the full answerWhat our customers say
"Catherine was instrumental in establishing our website. Of greater import, she greatly aided us in gaining market awareness and capitalizing on the market recognition we already had. Besides the website, Catherine hosted a weekly podcast wherein we shared our views and insights regarding significant developments in our industry and their short- and long-term implications for our business and our clients."
"Catherine has been a core part of LifeActive Bio for the past five years. From the beginning, I was impressed by her trustworthiness, creativity, discipline, and exceptional marketing expertise. She has brought strategic thinking and original ideas to our PR, marketing, campaign strategy, channel development, and client initiatives, with a unique ability to see challenges from multiple dimensions. Catherine is one of the most professional marketing visionaries I’ve encountered, and her creativity is beyond compare. Her passion for art is reflected in the originality she brings to everything she does. Catherine is an incredibly valued member of our team."
"Catherine built my website, then rebuilt it as my consulting thesis sharpened. Each time, she turned a moving target into a brand that showcases my work. She has a gift for taking an idea I only half articulate and giving it a clear, modern, confident form. What I did not expect was how much I would enjoy the process: she is generous with her talent, quick to champion my success as if it were her own, and somewhere along the way she went from collaborator to friend. Working with Catherine is one of the easiest and happiest yeses in my business."
"Catherine and the Team at SliiceXR are excellent to work with. They took the time to understand our needs, and execute our vision. Their constant support and patience in designing and adjusting a website that works for both our customers and employees has helped transform our business."
"I consider myself very fortunate to work with Catherine Oaks over the past few months. Catherine is unique in her ability to develop effective marketing strategies and a roadmap to get you there. Catherine is extremely professional and yet very personable and easy to work with. She personally goes the extra mile to work through issues that may crop up and she does not quit until a solution is found and implemented."
"I needed a website that captured me: a wicked combination of high energy, fun, and function. Catherine nailed it! LizGoodgold.com is crystal clear in its messaging and target thanks to Sliice Marketing; she bit into this project whole-heartedly and delivered. When you're ready for your website makeover, call Catherine!"
Ready to talk?
SliiceXR handles content for Startups and Emerging Companies.