Newsletter, podcast, blog… why startups launch media

Posted on Oct 28, 2022, 6am

The mailbox is overflowing with newsletters, podcast apps are flooded with increasingly “inspiring” content. Even YouTube has no shortage of channels dedicated to entrepreneurship. In recent years, startups have taken care of their image and reputation by creating their own media.

“We have three objectives: to de-stigmatize mental health, contribute to the maturation of this market and a logic of notoriety for our company”, explains Guillaume D’Ayguesvives, co-founder of Moka. care (employees’ mental health) and creator of “Secrets du mental”, the podcast recently launched by the start-up.

Twice a month, the businessman will receive a top athlete who will talk about his difficulties, the implications of his successes, his false starts… With headliners like Blaise Matuidi, Mamadou Sakho, Alizé Cornet, Antoine Dupont, etc. To avoid creating yet another podcast lost in the crowd, the entrepreneur voluntarily chose athletes who are very popular on social media.

take care of the newsroom

Another important element: avoid self-promotion. “If you present yourself too much, listeners will only perceive a commercial approach to customer acquisition. Of course, this is one of our goals, but above all we want to offer interesting content capable of breaking taboos around mental health”, continues the entrepreneur.

This is also the bias of Virgil, a proptech that has been developing its “Spoune” newsletter for three years. Goals: Help younger generations become financially independent, thanks to biweekly advice and reviews. The formula works as long as the start-up claims around 50,000 subscribers and a 50% open rate.

Your specificity? Care in writing. “Virgil is a very literary company, in the way it expresses itself and in the way it interacts with its customers. Then we try to have partisan answers, theses about the right choice to make”, explains Saskia Fiszel, co-founder.

Monetize?

The businesswoman does not monetize her newsletter. “I think by definition a sponsored financial independence agency cannot be biased,” she adds. On the contrary, it has the notoriety and animation of its community. In total, a quarter of the start-up’s customers arrived for the first time via Spoune.

Others play the personification, such as Jean-Charles Samuelian-Werve, founder of Alan (mutual health), at the head of a personal newsletter in English. It is often an opportunity for him to maintain a connection with his community, to share his readings, aspirations and daily advice. Some will also remember the “Koudetat” videos by the late The Family, whose YouTube channel has nearly 50,000 subscribers.

If there’s one entrepreneur that appears in the buzz of content, it’s Guillaume Moubeche, the head of Lemlist (commercial prospecting). He and his start-up combine blogs, YouTube channels, webinars, social media and even… a book! Originally, he claims to have been motivated by a desire to help his colleagues manage their businesses. But that boost also allows it to have a significant effect on your business. “The very essence of a sale is trust. By producing content, you add value to people for free, and that speaks volumes,” said Guillaume Moubeche, who spends an afternoon a week on content in addition to his weekends.

Late

In the beginning, Saskia Fiszel de Virgil managed everything from A to Z, with Maxime Froissant, editor-in-chief of Merci Alfred. From now on, she delegates a part, especially writing. Together (topic research, editorial committee, writing, review, etc.), newsletter editing represents a big day’s work.

Embarking on the adventure of content therefore requires time and resources, for returns on investment that don’t always exist. Guillaume D’Ayguesvives de Moka. care estimates that the podcast takes up 20% of the time, even though the production and editing part is delegated to a studio. “It’s a project we believe in. Either we do nothing and waste no time, or we do something and try to do it very well,” said the man who also plans to launch a blog on mental health soon.

“The real problem with making media is that it’s impossible to measure the impact of every article, blog or video. If you are the head of a cashier and you don’t believe in marketing, it’s no use starting because the return on investment will be difficult to measure”, considers Guillaume Moubeche. And to add: “It is also difficult to give accurate numbers to investors, unlike a Google or Facebook ad. »

In other words, creating content without a real affinity or even passion for it isn’t going to work, entrepreneurs say. And even more so in a universe where readers, listeners and spectators are involved in the issue from all sides.

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