Content marketing success in 2021: Hubbub Labs on The Lunicorn Podcast

If you love getting to know what goes on behind the scenes of startup projects, we’ve got a recommendation for you. The Lunicorn is a podcast and video series that explores the hot topics of the innovation industry and covers startup stories from around Europe. Right now, they’re filming an insider look into Barcelona’s startup ecosystem. How cool is that?

We’re big fans of The Lunicorn. That’s why we were so delighted when Matt Smith, the founder and host of The Lunicorn (who, by the way, is also an author, a VC and an exited startup founder) reached out to us. Our Creative Director George Chilton was delighted to accept his invitation to come on the podcast and talk about content marketing in 2021. 

We’d love for you to check out the video, so we’ll link it down below. It’s chock-full of tips that you’ll find useful whether you’re just getting started with content marketing or have been in the game for a while. But first, here’s a sneak peek of everything Matt and George covered in the interview:

How to approach content marketing in 2021

By now, everyone knows that content marketing can be a great way to build brand authority, become an industry thought leader and attract new clients. But the world of content marketing can be overwhelming. What kind of content should you create? Which platforms should you focus on? And how do you make sure you’ll see the returns you’re expecting?

At the beginning of this episode of The Lunicorn, George explains where to start with your content marketing in 2021. He goes into detail about creating a content strategy (one that fits into your overall business strategy), establishing SMART goals, and breaking down the process of content production into stages. 

He also talks about analysing your competition, pinpointing your audience and creating your buyer personas. And, he dispels a couple of content marketing myths that have to do with the amount of content you should be creating – and the number of channels you should be active on. 

Figuring out your positioning: the jobs-to-be-done approach

Next, Matt and George discuss the most effective way to define your positioning and hone in on your ideal customer: the jobs-to-be-done approach.

This theory states that instead of focusing on the characteristics of your product and your customer, you should focus on the problems that your customer is trying to solve – or the jobs they’re trying to get done. This will help you better understand the needs of your customer and come up with innovative ways to serve those needs.

In the podcast, George uses an illustrative example – borrowed from Clayton Christensen, the Harvard professor who first came up with the jobs-to-be-done approach – to explain the concept. 

Then, George reiterates the importance of choosing your channels right: he argues against creating “content for content’s sake” and spreading yourself too thin by being active on too many channels. He talks about how to choose the right channels for your business objectives to get the best results from your content marketing. And, he reveals an underutilised social media platform that works extremely well for content distribution.

The content marketing tools we swear by

Last but not least, George shares his list of favourite content marketing tools along with tips on how to get the most out of them. He mentions some tools that are completely free along with others that require a bit of investment. Finally, he gives advice on how to understand and respond to search intent when optimising your content for search engines. 

If you’d like to know more about ways to achieve content marketing success in 2021, watch the video below! 

Image & video credit: The Lunicorn

Hubbub Labs is a content marketing agency that helps education companies and startups grow. Book a 15-minute chat with us to talk about your marketing needs.