Content marketing. Everyone talks about it, but it feels like something only consumer brands truly crack. Put a glossy video of photogenic influencers in shiny shoes on TikTok, and watch the hearts build up. But for tech startups—especially if you’re building something niche or complex—content marketing feels like scaling Everest with nothing but flip-flops. (Yeah, automation isn’t the sexiest thing to slap on Instagram.)

Approaching content marketing the wrong way means diving headfirst into some big, nebulous time-suck-spaghetti-mess of blog posts, emails, and social media updates that make a lot of noise but get you nowhere. BUT good content marketing is the thing that can turn a scrappy startup into a force of nature. Ask Figma how they got on the map. Or Robinhood—Market Snacks (now TBOY), anyone?

What you need is a strategy that doesn’t just fill space but fills your sales pipeline. I’ll break down my 4-STAGE FRAMEWORK that’ll turn your content from the digital equivalent of a tumbleweed into a traffic-driving, lead-generating, conversion-inducing machine. (I’ll cover each step in detail with examples in my next posts. And yes, this framework has helped real humans in the past.)

The I.D.E.A. Framework

Stage 1: Identify & Map Your Audience’s Beliefs

Humans don’t act based on logic. If they did, we’d all have six-pack abs, perfectly organized inboxes, and zero impulse buys on our credit cards. Unfortunately (or fortunately?) we act based on beliefs—and that’s where your content needs to start.

Your audience isn’t buying your SaaS tool because you’ve dazzled them with advanced features and polished webpages. They’re buying it because they believe those features will make their life easier, their work more productive, or their future brighter. Consumer tech is a great place to look for examples of highly advanced tech falling on deaf ears due to belief misalignment. (Remember a certain pair of glasses?)

So, here’s how to get people’s beliefs on your side.

1. Identify existing beliefs: What does your audience think right now? What are the misconceptions or myths floating around? You need to pinpoint both the beliefs that work in your favor and the ones that hold people back.
2. Determine what they need to believe: For every step in your funnel, there’s at least one belief your audience needs to have in order to move to the next stage. It could be as simple as “I need to be more efficient” to “this product will make me look like a genius at work.” It’s your job to map that belief journey and strategically nudge them forward.
3. Make the map: Easy. Simple table. First row – stage of funnel. Second row – beliefs needed at each stage. Third row – platforms you’re likely to engage your audience on. (You’ll need to use these platforms in Stage 3).
4. Validate your map: Don’t assume you know everything about your audience (even if you’ve got a cool job title). Use focus groups, surveys, or just talk to people. Validate your belief map before you start writing articles or producing videos that no one will care about.

Stage 2: Distill Themes From Beliefs

Once you’ve got the belief map, you’re not just going to throw out random blog posts and hope someone cares. That’s like hosting a dinner party and serving your guests lukewarm pizza—you can do better.

But here’s where most companies get stuck—they focus too narrowly on the surface-level objections. If your audience believes “automation is for the big guns only,” your instinct might be to counter that with a list of case studies, or (even worse) spam them with posts about your affordable pricing plans. Wrong approach. All that does is trap you in an endless cycle of defensiveness. (And there are only so many case studies you can write before being diagnosed with creative block.)

Instead, look all those beliefs you’ve pinpointed and ask yourself: what’s connecting these beliefs? Maybe it’s a fear of change, maybe it’s a desire for efficiency. From there, you can distill bigger themes that turn your content from a scattered trail of breadcrumbs into a full-blown, seven-course feast—complete with dessert that nobody saw coming. Taking the automation example: shift the conversation from “small companies can automate, too” to something much bigger, like “Automation & The Future of Work.” Now you’re not arguing with your audience, but opening the door to a much broader discussion, and endless content permutations.

Stage 3: Establish Your Content Plan

This is where the urge to rush into brainstorming hits—usually ends with the team locked in a room with a whiteboard and lots of takeout. But don’t confuse activity with progress. Before you dive into the brainstorming frenzy, focus on these three steps.

1. Context is king: Forget “content is king”—it’s not. Context is. You don’t want your content performing Shakespeare in a fast-food joint—misplaced brilliance helps no one. This is why adding platforms in your belief map is crucial. Each stage of the funnel needs content tailored to both the belief(s) and the right platform. Go to your belief map and zero in on the top 1-2 platforms where your audience is spending time.
2. Research what works: Look at content that’s killing it. Not just at your competitors, not just in your industry—anyone who’s nailing it with your target audience. If they’re a fan of Uncle Roger or something, go investigate. What formats, tones, styles, camera angles are grabbing attention? Also, algorithms don’t just vary by platform. They vary within platforms—what flies on YouTube search won’t work in the feed. Know the game you’re playing.
3. Now go brainstorm: But don’t go wild—keep your ideas tight and focused on those themes you established earlier. And here’s where AI can give you a hand—don’t be afraid to use tools to spark your creativity. We’re all secretly cyborgs anyway at this point. (Maybe a post on AI later).

Stage 4: Act, Adapt, Iterate—Fast

You don’t need to be perfect.

As a startup, your superpower is that you can move fast and forget about apologizing. Your content doesn’t need to look like it was produced by a full creative agency with drones and 4K cameras. Be scrappy. People love scrappy.

Test, iterate, and repeat. Throw content out there, see what gets people clicking, learn what the algorithms have an appetite for, and rapidly adjust from there. If you’re waiting for the perfect strategy before hitting “publish,” you’ll be waiting forever. Besides, no one EVER nails the strategy from the get-go. If you’re not surprised by the initial results, then you’re probably doing something wrong.

But have at least a month’s worth of content ready to go before you launch. Consistency is what’s going to keep you top of mind—not one brilliant blog post every three months. The more regularly you show up, the more likely people will start to pay attention.

Wrapping It Up

Content marketing is less about filling space and more about filling minds with the right beliefs. You’ve got to shift your audience from skeptical to sold, and this 4-stage framework will get you there.

Map your audience’s beliefs. Extract compelling themes. Create content that fits where they are. And move fast enough to leave your competition wondering what just happened.

Do that, and you’ll not only have their attention—you’ll have their business.