![]() ![]() It also means they’re usually custom, without a CMS that’s easy to author - which makes building decent content hubs pretty tricky. This is great for gross conversion, and it means you don’t have too much to update if the product pivots or opens up new streams. SaaS businesses tend to have sexy, animation-rich sites, with few total pages. No CMS components? Reacquaint yourself with code Sure, you can write whatever you think is strategic - but where will you put it, how will you make anyone read it, and how do you create a UX for your content that competes with established companies? Here are a few tricks I learned in finding out what’s possible when you make the jump from enterprise to startup. ![]() You have no legacy audience to test content themes and gather data. You’re a SaaS business so your homepage and site are custom, and almost impossible to edit without pulling developers off the product roadmap (which you can’t do). You have no designers, no photo library, nor agency support. Your output is no longer defined by what it’s possible to steer past the committee - but what you can create in the first place. Writing something with them isn’t a 6-month process where you pass drafts up and down an ever-changing chain of stakeholders until it’s blunt and anodyne: instead you earn trust fast, stand over their shoulder till they sign off, and execute your strategy.īut there’s a whole new set of blockers to navigate, some of which would have seemed ridiculous to you only months earlier. The CEO isn’t a mythic figure you spot in the lift every few months - she or he sits around the same table as you. Suddenly the only blocker to what you publish is how much you can produce. Selfishly, as a writer, the startup environment is pretty irresistible. That’s a bold stage to invest in a head of content, but legal tech - and Juro in particular - has a story to tell, and an audience of professionals hungry for both innovation and good content. This summer I took a sharp turn to become employee 13 (7 of whom were developers) at a seed-stage startup, Juro. The blockers there are specific and soul-destroying in their own ways: ‘we already used the perfect Getty photo for this piece!’ ‘Which design agency will we give it to?’ ‘The desk hasn’t given feedback and PR won’t sign off!’ ‘The guy I’m ghosting this for is travelling!’ ‘We’ve maxed out on social spend for the week!’Īnd so on. My last two jobs were in content for an international financial institution and a multinational media corporate. This post explores some of the challenges you face creating content at early-stage startups - and the tricks I learned to overcome them. Content at seed stage: 3 lessons in the art of the possible ![]()
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