The paradox of working at an early stage startup is that you have nothing and everything at the same time. Nothing – you have no foundation to start with. Everything – you can make it your own!

I started in Business Development, however, I noticed a big potential in our social media accounts. There was already 1,000 followers to start with, although the last post was a year ago. We also had an outdated blog that's not SEO optimized. So, I decided to take up the job to piece things together.

The startup is a B2B SaaS e-commerce, and the target market are small business owners. I researched and put together a list of topics that business owners would most likely engage with:

How-tos (ship from [location], create a storefront)

Templates (content calendars, expense and product pricing Google Sheet calculators)

Memes! Because running your own business is as hard as it is, we need a little humor in our lives.

Then, I made a list of the things the startup would like to promote on socials and blogs:

New product features

Product education (how to use, tips and tricks)

Relevant company news

People news (putting a spotlight on the engineers, customer service, etc.)

With that, I created content pillars and a distribution strategy. I created a diagram to better explain what's going on in my head:

This was the most efficient way to create content given that we barely had a marketing team. This took so much trial and error before this system is finalized. While it may be working for now, I foresee this strategy changing as the company grows.