KM

Kat Mañalac

09/20/18

@ Y Combinator

Content refers to anything you create and distribute on your own channels to attract a specific audience, including blogs, YouTube videos, and podcasts.

KM

Kat Mañalac

09/20/18

@ Y Combinator

PR, or press, involves pitching an independent third-party publication to tell your startup's story, which is external to your own channels.

KM

Kat Mañalac

09/20/18

@ Y Combinator

As a founder, one of your primary jobs is to tell the story of your startup to investors, press, users, and potential employees throughout the entire lifetime of your company.

KM

Kat Mañalac

09/20/18

@ Y Combinator

You need to practice telling your startup's story clearly and succinctly so that others can easily repeat it and help spread the word, which is essential for virality.

KM

Kat Mañalac

09/20/18

@ Y Combinator

Making good content allows you to shape your startup's story and share it with a larger audience through press outreach, which can be a powerful combination for growth.

KM

Kat Mañalac

09/20/18

@ Y Combinator

Before focusing on PR and content marketing, ensure that you are building something that people actually want, as no amount of marketing will help if your product lacks demand.

KM

Kat Mañalac

09/20/18

@ Y Combinator

Engaging with your users is crucial; it not only helps you understand their needs but also enables you to create better content and targeted press outreach.

KM

Kat Mañalac

09/20/18

@ Y Combinator

Press is not a scalable user acquisition strategy; while it can generate early interest, it shouldn't be relied upon for long-term growth.

CC

Craig Cannon

09/20/18

@ Y Combinator

You should start thinking about content marketing only after you've created something that people want and are confident that users are not churning.

CC

Craig Cannon

09/20/18

@ Y Combinator

When considering content marketing, treat content as a product and apply the same principles of creating something that your customers want.

CC

Craig Cannon

09/20/18

@ Y Combinator

To effectively promote your content, find out where your customers hang out and tailor your approach to those platforms, as not everything works everywhere.

CC

Craig Cannon

09/20/18

@ Y Combinator

It's important to brainstorm and spend time developing unique content ideas, as most content ends up being derivative and fails to stand out.

CC

Craig Cannon

09/20/18

@ Y Combinator

Dedicate real time to creating quality content, rather than rushing to publish something that isn't well thought out, as this can waste your efforts.

CC

Craig Cannon

09/20/18

@ Y Combinator

Promotion is necessary and involves consistently sharing your content across platforms, even if it feels repetitive or boring.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

You have to really know what you're talking about for your insights to ring true.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

If you have extra engineering time, creating effective email templates can be super beneficial for your startup.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

Engaging with your community on platforms like Hacker News and Product Hunt is undervalued and can significantly benefit your startup's visibility.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

Publishing books can enhance your influencer status, but it's challenging to track its effectiveness, making it a long-term strategy.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

Press isn't a scalable user acquisition method, but it can attract early adopters and improve your SEO.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

Most startups should wait to pitch to press until they have a launched product and some early users to engage their audience effectively.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

Companies with particularly novel ideas can consider press outreach even before launching a product, especially in fields like biotechnology.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

Most media outlets no longer cover very early-stage startups, so ensure your pitch is a compelling story that warrants attention.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

Startups often announce fundraising rounds as their first press pitch because it's timely news that attracts media interest.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

Don't hire PR firms too early; build relationships with the press yourself as they can last throughout your company's lifecycle.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

The most interesting stories for press pitches will come from you, the founders, not from PR firms.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

Treat PR like business development; don't outsource it in the early stages of your company.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

Spend at least thirty minutes a week reading industry news and keeping track of relevant publications and reporters.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

When pitching to press, define your goals and audience to tailor your story effectively.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

Draft a one-sentence pitch that clearly states what you're building and who it's for, using jargon-free language.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

In a three to five sentence pitch, explain what your company does, who the customer is, and why it's better than existing solutions.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

When preparing for press interviews, draft succinct answers to frequently asked questions that reporters typically ask early-stage startups.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

Practice your answers but avoid sounding robotic; keep your responses natural and engaging.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

Timing is crucial when pitching to press; ensure your news hook is relevant and avoid pitching during major news events.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

Offer an exclusive to your top choice reporter to increase the likelihood of them covering your story.

YC

Y Combinator Cast

09/20/18

@ Y Combinator

Warm introductions to reporters are more effective than cold emailing; aim for personal connections to improve your response rate.

KM

Kat Mañalac

09/20/18

@ Y Combinator

YC founders often ask each other for introductions to journalists, making it easier to connect with the press.

KM

Kat Mañalac

09/20/18

@ Y Combinator

When requesting a warm introduction to a journalist, draft the email for your contact to make it as easy as possible for them to help you.

KM

Kat Mañalac

09/20/18

@ Y Combinator

Keep your introduction email concise; anything longer than two short paragraphs may overwhelm the recipient.

KM

Kat Mañalac

09/20/18

@ Y Combinator

Allow at least two weeks for the process of warm introductions and scheduling meetings with journalists before your announcement.

KM

Kat Mañalac

09/20/18

@ Y Combinator

Do not lie or exaggerate your capabilities when communicating with journalists; honesty is crucial to maintaining credibility.

KM

Kat Mañalac

09/20/18

@ Y Combinator

Avoid following up excessively with journalists; a polite follow-up once or twice is sufficient, as over-communication can damage relationships.

KM

Kat Mañalac

09/20/18

@ Y Combinator

Do not suggest specific headlines or ask to see drafts of articles; this can offend journalists and undermine their integrity.

CC

Craig Cannon

09/20/18

@ Y Combinator

When starting out in content marketing, consider whether to create a personal blog or a company blog, focusing on human connection in your writing.

CC

Craig Cannon

09/20/18

@ Y Combinator

Publishing content regularly is important, but the frequency should be realistic based on your team's capacity to produce quality work.

CC

Craig Cannon

09/20/18

@ Y Combinator

If you don't have product-market fit, it's generally not advisable to publish content, as it may not provide significant value or traffic.

CC

Craig Cannon

09/20/18

@ Y Combinator

If a celebrity is enthusiastic about your product, it can be beneficial, but be cautious of potential backlash if their reputation becomes controversial.

CC

Craig Cannon

09/20/18

@ Y Combinator

If you have news to share, reach out to journalists, but avoid bombarding them with updates unless there is significant information to convey.

KM

Kat Mañalac

09/20/18

@ Y Combinator

Engage with journalists on Twitter, as it is an effective platform for building relationships and getting noticed.

KM

Kat Mañalac

09/20/18

@ Y Combinator

Use tools like Help a Reporter Out (HARO) to connect with journalists by offering your expertise on relevant topics without pitching your product directly.

PR + Content for Growth by Kat Mañalac and Craig Cannon

Takeaways