What Kickstarter Campaigns Teach Us About Content Marketing

Many people laud Kickstarter as a brand new platform that allows creative individuals to cut out the middleman and get funding directly from its customers. It is that, but what most people miss is that while Kickstarter works on the concept of crowdfunding, many of the successful campaigns owe said success to effective content marketing. Here are a few kickstarter campaigns that provide lessons on how to do content marketing right:

Kickstarter logo

Kickstarter.com is one of the leading crowdfunding platforms on the world wide web

Make Yourself Part of a Community

Kickstarter pages show up in Google search results and they get covered from time to time (especially if it’s connected to a celebrity or a high profile company.) However, for the average KS campaign, majority of its exposure and supporters will come from online communities. So KS starters tend to promote themselves to niche communities that will be interested in their projects. Game projects do well with the gaming community, indie films are popular with the film community, hobby toys are supported by hobbyists, etc. Basically, be part of an online community.

The same applies to content marketing. If you want your content to get promoted through word of mouth and to be shared all over the world wide web, produce content that caters to topics and interests of a specific community. Now, this will depend on the main topic of your site but this is not a hard rule: you can tie in with just about every community.

Trade Up The Chain

Traditionally, large companies who need exposure spend a huge amount of their marketing budget so that they can get coverage on the biggest or most popular venue, whether it’s a TV station, a newspaper, or a huge event. And from there, they’ll let the exposure trickle down as smaller news agencies and media companies cover the big events. This won’t work on Kickstarter campaigns as they don’t have much in the way of budget for anything other than getting their project funded. What they do is called “trading up the chain,” which is to find a way to get covered by a small outfit and then use that exposure to get covered in a slightly bigger outfit, then they repeat the process until they’re all over the place.

You can do the same with content marketing. While guest blogging is frowned upon now (as recent algorithm changes from Google have purportedly affected some guest blog posts,) you can still “trade up the chain” by getting your site or your content featured on other sites, particularly ones that have a little bit more traffic from you. And you can leverage that exposure in order to get covered on more prominent sites, daisy chaining the publicity you get until you’re being covered by high PR sites and major news agencies.

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Learn How To Build Anticipation

Many new Kickstarters now use this strategy, as it has become a necessity. There’s far too many KS campaigns out there and with the time limit imposed by the system, they might not meet their goal if they only start promoting the project when the Kickstarter page goes up. So what they do is drum up support and attract attention by providing teasers to their fanbase or getting coverage in other websites. By the time they get their Kickstarter page up, the prospective supporters will already be hyped enough that the KS page becomes a mere formality, this results in a lot of KS projects exceeding their goal even before the deadline.

For content marketers, you should learn the fine art of previews and teasers. Don’t just pump out content the moment you produce them – practice coming up with ideas in advance and then providing hints in your current article. Tell them what to expect next time, or if you have a really big and special content coming up, hype it up in your page or in your social network. You are a marketer, so don’t be afraid to market your product.

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