Updated: Dec 9, 2021
You might be asking yourself, why should I invest my time and money in content when I could just put it towards advertising?
While advertising is very important, it only covers the top of the funnel and drives potential investors to your landing page.
Related Article: Fundamentals to Market Your Equity Crowdfunding Campaign
The middle of the funnel content is what you should be creating to support your campaign. This is the content that keeps your leads warm, and keeps your existing investors engaged and updated on your campaign!
Today we are going to break down some of the fundamentals for content, and you can also download the FREE equity crowdfunding content checklist referenced in our video.
It’s all about the drip, you want to create engagement with your potential leads so this person feels that he or she has formed a connection with your campaign and business.
You need to have your email marketing system dialed in. Once you gather someone's email, they are added to a list and trigger a series of emails that you’ve already created.
This is a substantial tool for keeping your investors engaged and updated, as well as turning cold leads into hot ones.
Email Newsletters, Raise Updates, and Social Media Posts
These types of content are not a one-time mailing.
Social media, raise updates, and social media posts should be used weekly to show your community of investors and potential investors the progress of your campaign.
While it may seem like a lot of information to send out, it is important to remember that the more you share, the more likely people are to contribute.
There are tons of different types of content you can push out, including:
Video Pitch Deck
Investor / Advisor Testimonials
Business / Product Updates
New Press / Blogs / Podcasts
Webinars are a necessary and great way to reach your audience.
They are also a significant way for you to become more of an expert in your field, because they create an environment where you can speak with confidence about your campaign and have potential investors get to know you.
We recommend doing a webinar at least once a month, however we have seen success with “Weekly Office Hours”, which is an important way for people to engage, ask questions, and hear what you have to say.
Blogs are an appreciable way to generate leads, build your list, and maximize your campaign.
It is important to develop a blog strategy that fits into your overall campaign. Although videos are more popular and engaging, you'll want to create some copy to go along with it.
Once you create a blog for repurposing your webinar, investor testimonial and other content, you’ll want to create an email, portal update, and social media post to promote said blog.
Download Our FREE Content Checklist
To create success around your campaign you should be using all of the touch points we’ve discussed today.
We hope this helps, and don’t forget to download our FREE equity crowdfunding content checklist!
If you have any questions about the content you should create for your campaign, please reach out to the DNA team and we will be happy to address any questions or concerns you may have.
Best of luck to you and your campaign!