Content Marketing
Attracting and keeping an audience by consistently publishing useful or interesting content, articles, videos, guides, rather than pitching directly. It builds trust that later converts.
Why it matters
Content compounds: a good piece keeps attracting and converting people long after you publish it, unlike an ad that stops the moment you stop paying. It suits founders who can teach what they know.
For example
A fintech startup publishes deeply useful guides on GST and invoicing; a year later those posts still bring in signups every day for free.
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Related terms
Also in Starting Up
See how founders actually handle this on Growing and marketing, part of the Starting Up hub.
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