Exploring Marketing Channels for Startups: A Guide to Finding Your Fit

Choosing the right marketing channels can be overwhelming for startups, especially when resources are limited, and the pressure to grow quickly looms large. With a myriad of options—from social media to billboards—it’s crucial to focus on the channels that align with your goals, audience, and budget. This guide breaks down the various marketing channels into categories, explaining their strengths and use cases, so you can make informed decisions.

How to use this channel menu

Choose from the menu of channels as you’re putting together your marketing strategy. Channels are labeled with characteristics of their impact on the customer journey, their cost, and their measurability.

When you’re evaluating channels, you’ll typically prioritize across a number of variables:

• What goal will this channel contribute to? i.e. Awareness, Acquisition, Loyalty

• How expensive is this channel? Advertising on the Las Vegas Sphere may be cool, but it won’t be cheap!

• Can I measure the results and attribute impact to the channel? Some teams / companies care a lot about ROI

You may also want to think about factors like speed (how long does it take for this channel to ramp to its full impact), scale (how big can this channel get for us), fit (does our target audience hang out here), and effort (how many resources will it take to get this set up and maintained).

One of the most successful ways I’ve found to use this channel menu is to combine channels into different types of programs within my marketing strategy. For instance, here are two popular ones I’ve used to good effect:

1. Thought leadership program: Includes channels like PR / comms, social media, influencers, spokespeople, and events

2. Lifecycle program: Includes channels like email marketing, website chat, retargeting, and SMS

What’s the difference between a program, a channel, and a campaign?

It can get confusing when people (aka marketing bosses) start using terms like programs and channels and campaigns interchangeably. While I’ve yet to encounter a universally “right” definition for these things, here is how I generally try to think about it:

Programs are collections of channels.

Campaigns are time-bound activities that involve a set of channels.

1 - Programs

A marketing program is a high-level strategy or framework that encompasses various channels to achieve a discrete goal, to reach a particular target audience, and to deliver certain messaging.

Examples:

• A customer loyalty program with email campaigns, promotions, and personalized offers.

• A brand awareness program that combines content marketing, influencer partnerships, and PR strategies.

2 - Channels

A marketing channel is a specific medium or a platform where you communicate with your audience.

Examples:

• Social media platforms like Instagram or LinkedIn

• Email newsletters

• Search engines (SEO and paid ads)

• TV, radio, or print advertising

• Basically, see the huge list of channels in the Google Doc linked above

3 - Campaigns

A marketing campaign is a time-bound and goal-specific initiative that is part of your marketing strategy. Campaigns are typically narrower in focus and use one or multiple channels to achieve a particular objective, such as driving sales or promoting a product.

Examples:

• A seasonal sale promotion on Facebook and Google Ads

• A product launch campaign with a hashtag on Instagram and email newsletters

• A holiday-themed giveaway using email, social media, and influencers

All the channels you can choose from

1 - Content Marketing

Blogging

• What it is: Regular publishing of written content on your website or platform

• Why it works: Builds organic traffic, establishes thought leadership, and provides long-term SEO value

• Best for: Companies looking to build authority and generate inbound leads through educational content

Premium Content (Gated)

• What it is: High-value content (whitepapers, research, guides) that requires user information to access

• Why it works: Generates qualified leads while providing valuable insights to prospects

• Best for: B2B companies with complex sales cycles and need for lead generation

Content Syndication

• What it is: Distribution of your content through third-party platforms and publishers

• Why it works: Expands reach beyond your owned channels and builds backlinks

• Best for: Companies with strong content assets looking to scale distribution

Video

• What it is: Production and distribution of video content across platforms

• Why it works: Engages audiences with dynamic, easily digestible content

• Best for: Products that benefit from visual demonstration or storytelling

2 - Digital Communication

Email Marketing

• What it is: Direct communication with prospects and customers through email campaigns

• Why it works: Provides personalized, targeted messaging with high ROI

• Best for: Companies with strong customer databases and content strategies

SMS/Text Marketing

• What it is: Direct messaging through mobile text messages

• Why it works: Offers immediate reach with high open rates

• Best for: Time-sensitive offers and companies with mobile-first audiences

Newsletter

• What it is: Regular curated content delivered via email

• Why it works: Builds ongoing relationship with audience through consistent value delivery

• Best for: Companies with regular news, updates, or industry insights to share

3 - Events and Experiences

Events (Owned)

• What it is: Company-produced conferences, meetups, or workshops

• Why it works: Creates direct engagement opportunities with target audience

• Best for: Companies with strong community elements or complex products

Speaking Engagements

• What it is: Presenting at industry conferences and events

• Why it works: Builds thought leadership and personal connections

• Best for: B2B companies with expert leadership teams

Webinars

• What it is: Online educational sessions or presentations

• Why it works: Combines education with lead generation

• Best for: Companies with complex products or services requiring explanation

4 - Digital Presence

SEO

• What it is: Optimization of digital content for search engine visibility

• Why it works: Drives organic traffic through intent-based searches

• Best for: Companies seeking sustainable, long-term traffic growth

GEO (Generative Engine Optimization)

• What it is: Optimization of content for AI-powered search and discovery

• Why it works: Positions content for emerging AI-driven search behaviors

• Best for: Forward-thinking companies preparing for AI-first search landscape

On-page Chatbot (AI)

• What it is: AI-powered conversational interface on website

• Why it works: Provides immediate customer service and qualification

• Best for: Companies with high website traffic and support needs

5 - Community and Word-of-Mouth

Community-building

• What it is: Creating and nurturing user groups and forums

• Why it works: Develops brand advocates and user-generated content

• Best for: Products with strong user engagement potential

Word of Mouth

• What it is: Natural sharing and recommendations from satisfied customers

• Why it works: Leverages trust in personal recommendations

• Best for: Companies with strong product-market fit and customer satisfaction

Viral Marketing

• What it is: Content designed to be shared rapidly across networks

• Why it works: Achieves exponential reach through social sharing

• Best for: Companies with creative, shareable content or unique value propositions

6 - Advertising Channels

Native Ads

• What it is: Paid content that matches the form and function of the platform

• Why it works: Blends naturally with user experience while maintaining visibility

• Best for: Companies with strong content marketing strategies

Display Advertising

• What it is: Visual ads placed on websites and apps

• Why it works: Builds brand awareness and retargets interested users

• Best for: Companies with strong visual assets and brand messaging

Paid Search

• What it is: Keyword-based ads on search engines

• Why it works: Captures high-intent traffic actively searching for solutions

• Best for: Companies with clear product-keyword alignment

Paid Social

• What it is: Advertising on social media platforms

• Why it works: Offers precise targeting and engaging ad formats

• Best for: B2C companies with strong visual content

7 - Traditional Media

TV

• What it is: Television commercials and programming

• Why it works: Reaches mass audiences with sight, sound, and motion

• Best for: Companies with broad target markets and brand-building goals

Radio Ads

• What it is: Audio advertisements on traditional radio

• Why it works: Reaches commuters and local audiences

• Best for: Local businesses and regional campaigns

Billboards

• What it is: Large-format outdoor advertising

• Why it works: Creates high visibility in specific geographic areas

• Best for: Companies targeting specific locations or commuter routes

8 - Emerging Channels

OTT/Over-the-top

• What it is: Advertising on streaming platforms

• Why it works: Reaches cord-cutters with targeted video ads

• Best for: Companies seeking younger, digital-first audiences

Voice Search

• What it is: Optimization for voice-activated search queries

• Why it works: Adapts to growing use of voice assistants

• Best for: Local businesses and companies with clear direct responses

Music Streaming

• What it is: Audio ads on platforms like Spotify and Pandora

• Why it works: Reaches engaged listeners with targeted audio

• Best for: Companies targeting specific demographic groups

9 - Sponsorship & Partnership Channels

Community Sponsorship

• What it is: Financial support of local or industry community initiatives

• Why it works: Builds goodwill and local presence while supporting causes

• Best for: Companies seeking to establish strong community connections

Events (Sponsored)

• What it is: Supporting third-party events through sponsorship

• Why it works: Associates brand with established events and audiences

• Best for: Companies looking to reach specific industry or interest groups

Newsletter Sponsorship

• What it is: Paid placement in established newsletters

• Why it works: Reaches engaged audiences through trusted sources

• Best for: B2B companies and those targeting specific professional segments

Podcast Sponsorship

• What it is: Advertising or sponsorship of podcast content

• Why it works: Reaches engaged listeners through host endorsements

• Best for: Companies targeting specific interest or professional groups

Video Sponsorship

• What it is: Branded content or sponsorship of video creators

• Why it works: Leverages creator credibility and engaged audiences

• Best for: Brands seeking authentic integration with content creators

10 - Traditional Print Media

Magazine

• What it is: Print advertising in specialized or general interest magazines

• Why it works: Reaches targeted, engaged readers with high-quality visuals

• Best for: Luxury brands or those targeting specific lifestyle segments

Newspaper

• What it is: Print and digital advertising in news publications

• Why it works: Builds credibility through association with news media

• Best for: Local businesses or brands seeking credibility with older demographics

11 - Public Relations

Press

• What it is: Earned media coverage in news outlets

• Why it works: Builds credibility through third-party validation

• Best for: Companies with newsworthy stories or innovations

Unconventional PR

• What it is: Creative stunts or activities designed to generate media attention

• Why it works: Creates buzz and earns media coverage through uniqueness

• Best for: Brands willing to take creative risks for attention

12 - Employee & User Generated

EGC (Employee-Generated Content)

• What it is: Content created and shared by company employees

• Why it works: Provides authentic perspectives and humanizes the brand

• Best for: Companies with engaged employees and strong culture

13 - Marketing Technology

Engineering-as-Marketing

• What it is: Creating free tools or applications to attract users

• Why it works: Provides immediate value while showcasing expertise

• Best for: Technical companies with development resources

14 - Marketplace & Partnership

App Store / Marketplace

• What it is: Presence and optimization on digital marketplaces

• Why it works: Reaches users actively searching for solutions

• Best for: Mobile apps and digital products

Partnerships / Co-marketing

• What it is: Collaborative marketing efforts with complementary brands

• Why it works: Leverages shared audiences and resources

• Best for: Companies with complementary target markets

15 - Direct Response

Direct Mail

• What it is: Physical mail sent to targeted prospects

• Why it works: Stands out in increasingly digital world

• Best for: B2B companies and local services

Product Ads, PLA, Shopping Ads

• What it is: Product-specific ads on shopping platforms

• Why it works: Reaches buyers with high purchase intent

• Best for: E-commerce companies with strong product catalogs

16 - Alternative Marketing

Guerrilla Marketing

• What it is: Unconventional, low-cost marketing tactics

• Why it works: Creates memorable experiences through surprise and creativity

• Best for: Brands with limited budgets seeking attention

Experiential

• What it is: Interactive brand experiences and activations

• Why it works: Creates memorable, shareable moments with audiences

• Best for: Brands seeking deep engagement with target audiences

17 - Growth Marketing

Referral Program

• What it is: Structured system for encouraging customer referrals

• Why it works: Leverages satisfied customers for growth

• Best for: Companies with strong product satisfaction

Affiliates

• What it is: Partnership program with commission-based rewards

• Why it works: Provides performance-based marketing channel

• Best for: E-commerce and subscription-based businesses

18 - Transit & Transportation

Subway / Transit

• What it is: Advertising in public transportation systems

• Why it works: Reaches urban commuters with repeated exposure

• Best for: Local services and products targeting urban populations

Closing Thoughts

Marketing is not a one-size-fits-all game. By categorizing your options and understanding the strengths of each channel, you can tailor your strategy to meet your startup’s unique needs. Start small, test, and iterate. The right mix of channels, combined with creativity and persistence, will set your startup on the path to growth and success.

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Proven Frameworks to Maximize Your Team’s Time & Energy

Working in startup marketing means you're no stranger to the constant juggling act required to balance priorities, budgets, and time constraints.

You wear a lot of hats.

You spin a lot of plates.

You run the circus.

You are the human embodiment of a Swiss Army knife.

How can you get a little relief?

Well, one way to wrangle the mess of a startup work life is to employ frameworks to the job. Marketing teams especially are often caught in the crosshairs of competing demands, with requests pouring in from various stakeholders, each claiming their project is the top priority, meanwhile the growth targets and ROI expectations just keep climbing.

Marketing leaders are the focus for all that angst.

As a leader, it is in your job description to figure out how to manage your finite resources to get the most out of your people, your budget, and your precious time. To keep the chaos at bay, you can apply the following decision-making and responsibility frameworks that will help quiet the noise and help raise your impact.

Here’s a list of all that we’ll cover:

• DACI and RACI frameworks for project management and clear ownership

• The 70-20-10 framework for resource allocation

• The Eisenhower Matrix for deciding what’s urgent vs. important

• Reforge strategic framework for investing in marketing channels

The DACI framework

This project-management framework is designed to clearly define roles on a project.

Here are the four roles and what DACI stands for:

• D = Driver

• A = Approver

• C = Contributor

• I = Informed

The Driver is the person responsible for making the project happen. They may have various levels of involvement in the execution of the project. Their primary job is to lead the project from beginning to end.

The Driver's responsibilities may include:

• Scheduling kickoff meetings and recurring standups / check-ins

• Collecting advice from those inside and outside the project

• Creating the project plan and scope

• Communicating project updates regularly

The Approver is the person who makes decisions about the project. They have veto power. The approver is typically a department head or founder / CEO.

Contributors -- also sometimes called "Consulted" -- are subject area experts whom the Driver should include in her or his advice process. Contributors have a voice, but no vote.

And informed teammates are told of the project status or final decision. They don't have the authority to change any outcomes.

When implemented effectively, the DACI framework brings clarity and structure to project management by eliminating common pain points around decision-making and accountability. By clearly defining who drives the project (Driver), who makes the final calls (Approver), who provides expertise (Contributors), and who needs to stay in the loop (Informed), teams can move faster and with more confidence. No more wondering who’s in charge of this campaign or that email series!

Note: This framework is particularly valuable in fast-moving organizations where multiple projects are happening simultaneously and roles might otherwise become unclear. The key to success with DACI is communicating these roles clearly at the project's outset and ensuring everyone understands their level of involvement and authority throughout the project lifecycle. You, as the marketing leader, kind of have to play DACI cop—along with others in leadership who are bought in to the system—in order to enforce the DACI roles the first few times before the system sticks.

The RACI framework

Similar to DACI, the RACI framework is popular in project management and strategic decision-making, especially at higher levels of company strategy and major projects.

Here are the four roles of RACI and what the acronym stands for:

• R = Responsible

• A = Accountable

• C = Consulted

• I = Informed

As you can see, there's a lot of overlap between the DACI and RACI frameworks. Among the chief differences is, obviously, the first letter: Responsible vs. Driver.

In the RACI framework, the Responsible teammate (or teammates) is the one who does the work to complete the task. They can delegate the work, if needed. There's a version of RACI called RASCI, which includes an "S" for those in Supporting roles.

Another difference between RACI and DACI is with the "A" role: Accountable vs. Approver. In RACI, the Accountable teammate is the one who must answer for the proper completion of the project or the correct decision. In most cases, this level of accountability makes this person also the approver, since they are the ones who must answer for the outcome.

There are a lot of neat articles about these frameworks.

For instance, here's how the Fictiv team uses DACI in Asana:

1. Each task in Asana (our task management system) is assigned to a Driver.

2. Approvers and Contributors are clearly listed in the description of the task.

3. Informed persons are added as “followers” to the task so they’re notified of project updates and progress.

The 70-20-10 framework (created by Coca Cola’s marketing department)

The 70-20-10 framework was originally developed by Coca-Cola in the mid-2000s. It was pioneered during the digital transformation of their marketing strategy, with their CMO Joe Tripodi being one of its key advocates.

Was the 70-20-10 framework the reason Coke beat Pepsi?

We’ll never know. :)

The 70-20-10 framework is one my all-time favorite ways to manage marketing team resources. I use it all the time for things like budget, programs, hiring, and content.

At its most basic, the 70-20-10 framework suggests that companies should allocate their marketing resources in the following manner:

• 70% of the budget should be dedicated to core marketing activities that have proven successful in the past. These are the tried-and-true tactics that have consistently delivered results and form the backbone of your marketing efforts.

• 20% of the budget should be allocated to emerging or adjacent opportunities. This portion allows for experimentation with new channels, platforms, or strategies that show promise but have not yet been fully explored or validated.

• 10% of the budget should be reserved for innovative or disruptive ideas. This portion encourages risk-taking and embraces the potential for game-changing breakthroughs, even if the chances of success are relatively low.

By adhering to this framework, marketing teams can strike a balance between capitalizing on their existing strengths, exploring new avenues for growth, and fostering innovation. The 70% allocation ensures that core marketing activities remain well-funded and consistent, while the 20% and 10% portions provide flexibility to adapt to changing market conditions and consumer preferences.

When applied to marketing resource allocation, the 70-20-10 framework can help teams prioritize their efforts and allocate resources effectively. For example, the 70% might be dedicated to proven channels like email marketing, search engine optimization, and social media advertising, while the 20% could be used to test emerging platforms like TikTok or influencer marketing. The 10% could be reserved for experimental campaigns or cutting-edge technologies like augmented reality or voice-based marketing.

The Eisenhower Matrix for deciding what’s urgent vs. important

The Eisenhower Matrix, also known as the Urgent-Important Matrix, is a simple yet effective tool for prioritizing tasks and managing time effectively. Developed by former US President Dwight D. Eisenhower, this matrix helps you categorize tasks based on their urgency and importance, allowing you to focus your efforts on the most crucial activities.

The matrix consists of four quadrants:

1. Urgent and Important: This quadrant represents tasks that require immediate attention and have a significant impact on your goals or objectives. Examples include crisis situations, pressing deadlines, or critical meetings.

2. Not Urgent but Important: This quadrant includes tasks that are important but not time-sensitive. These activities contribute to your long-term goals and priorities, such as strategic planning, professional development, or building relationships.

3. Urgent but Not Important: This quadrant consists of tasks that demand your attention but may not be directly aligned with your goals or priorities. Examples include unnecessary meetings, interruptions, or low-priority requests from others.

4. Not Urgent and Not Important: This quadrant represents activities that are neither urgent nor important. These tasks can often be delegated, outsourced, or eliminated altogether, as they may be time-wasters or distractions.

SUPER prioritize section #1.

Keep sections #2 and #3 on your to-do list.

IGNORE AT ALL COSTS section #4.

Reforge strategic framework for investing in marketing channels

The key to sustainable growth isn’t just choosing the right marketing channels, but knowing when and how to invest in them. That’s where I use this Payback vs. Risk Framework from the folks at Reforge

This matrix helps marketing leaders make smart, strategic decisions by balancing two key factors:

1. Payback Period (X-Axis) – How quickly will this investment generate returns?

2. Risk vs. Long-Term Upside (Y-Axis) – Is this a high-risk, experimental strategy, or a proven, steady performer?

By plotting marketing channels on this framework, you can prioritize your resources effectively and avoid wasting time on low-return initiatives. Here’s how to think about it:

1. High Priority: Testing & Learning (High Risk, Short Payback)

These are high-risk, high-reward experiments that can deliver results quickly—but they’re not guaranteed to work. Think of tactics like:

• Testing a new paid acquisition channel (e.g., TikTok Ads for B2B)

• Running aggressive short-term promotions

• Trying a new partnership or influencer strategy

Since these initiatives are fast-moving, they should be measured carefully—if they show promise, you can scale them. If not, cut your losses quickly.

2. High Priority: Long-Term Investments (Low Risk, Long Payback)

These strategies take longer to pay off but offer massive upside over time. Examples include:

• SEO & content marketing

• Building an organic LinkedIn presence

• Email nurture sequences & lifecycle automation

Startups often neglect these because they don’t deliver instant results—but a strong content and SEO foundation will lower acquisition costs and create compounding growth over time.

3. Always-On: Low-Risk, Short Payback

These are the bread-and-butter marketing channels that are proven, reliable, and continuously generate leads or sales. Examples:

• Google Ads & retargeting

• Referral programs

• Product-led growth loops (e.g., viral signups, free trials)

You should keep these running at all times and optimize them incrementally. They’re safe, scalable, and drive predictable revenue.

4. Deprioritize: Long Payback, Low Upside

These are the trap investments—slow to pay off, but without the long-term upside to justify the wait. Examples might include:

• Sponsoring niche industry events with low ROI

• Unproven social media platforms with no traction

• Overinvesting in brand campaigns without clear KPIs

If a channel falls into this bucket, it’s better to redirect those resources elsewhere.

How to Apply This Framework

1. Map your current marketing efforts onto this matrix.

2. Double down on Always-On & Long-Term Investments—these are your foundation.

3. Run small-scale tests in the Testing & Learning quadrant, but be ready to pivot.

4. Cut anything in the Deprioritize quadrant—free up your budget for higher-impact initiatives.

By using this approach, you’ll make data-driven, strategic marketing decisions that balance short-term wins with sustainable, long-term growth. Super user tip: Once you have plotted your channels onto this matrix, you can apply the 70-20-10 framework to determine your ideal portfolio balance. I like to use the following:

• 70% are always-on channels

• 20% are long-term

• 10% are test-and-learn

Closing thoughts

Effective resource allocation is a delicate balancing act between maintaining core marketing activities and pursuing exploratory initiatives. On one hand, dedicating too many resources to established channels and tactics can leave your startup stagnant, failing to adapt to evolving market trends and missing out on potential growth opportunities. However, over-investing in unproven or experimental initiatives can drain valuable resources from essential marketing functions, jeopardizing your startup's stability and market position.

The key lies in striking the right balance, allocating sufficient resources to sustain and optimize your core marketing activities while reserving a portion for exploring new avenues.

Hopefully these frameworks give you a sense of where to begin with making those tough tradeoff decisions and key priority calls with you and your team!

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Build a 🤩 Marketing Team: A Head of Marketing’s Guide to Hiring

The good news: You are a head of marketing for a super cool company, tasked with building out your marketing team from scratch.

The hard news: You can build your awesome marketing team a thousand different ways, and it’s really important to get things right!

“The wrong hire doesn’t just fail—they take others down with them.”

— Indra Nooyi, CEO of Pepsi

Gulp!

Hiring a marketing team is a bit like completing a puzzle. Each piece matters, and the way you fit them together can make or break your company’s trajectory. As someone who’s been in that enviable Head of Marketing seat and has hired and built out marketing teams from scratch, I’ve learned a lot about how to approach this critical task.

Here’s my take on the philosophy of building a marketing dream team—who to hire, in what order, and how to find the right people.

Where do you begin

4 factors to consider when making your first hire

Not that I advocate for anyone losing sleep over digital marketing (I’m a firm believer that there is no such thing as a marketing emergency), but one of the biggest stressors for early-stage CEOs and heads of marketing is getting that first marketing hire right.

Who should be the first marketer that you hire?

This question keeps company leaders up at night because there are so many different directions that the hire could go. Not only must you figure out the right skillset for this hire, but you have to consider seniority, experience, and the skills you want in-house and what you want to outsource to an agency partner.

If you are a head of marketing, looking to build your team with your first direct report, what role do you start with?

Your decision should include these factors:

1. Marketing skillset

2. Seniority in the role

3. Relevant experience

4. Product-Hire Fit (a phrase I made up)

Typically, you’re going to choose between the three main skillsets of marketing: brand marketing (“who you are” as a company), product marketing (“what you sell”), and growth marketing (“how you sell it.”)

We’ll get to the big debate about marketing skillset in a minute.

Next, seniority is an important factor that will dictate how much managing you need to do and how much autonomy this hire will have. The seniority spectrum typically runs from one end—a Director-level hire who has previous experience managing people—to the other end—a more junior marketer who is an individual contributor.

With seniority, you need to think about:

• How fast will I be hiring more people? The faster you hire, the sooner you should start bringing on Director-level folks.

• How much of a self-starter do I need? More senior folks tend to hit the ground running and own their area quicker than someone who needs more coaching and guidance from you.

• How much budget do I have? Senior people are more expensive, according to Captain Obvious. :)

Relevant experience is another important consideration because you need to assess candidates according to their match with your specific company. With experience, you should consider:

• Have they worked at this stage of business before (or the stage you anticipate next)? Examples: seed stage, Series A, Series B, pre-revenue, etc.

• Have they worked in your industry before? Examples: HR tech, consumer-packaged goods, real estate, AI

• Have they worked in your go-to-market motion? Examples: Product-Led Growth, sales-led, B2B, B2C, DTC

And then, importantly, you’ll want to consider how well this hire fits within the context of your product and your company. In this case, you’ll want to assess things like your core audience and what they care about, your most important growth channels today (and tomorrow), the attitudes of your CEO and C-suite, and—the most important factor of all maybe—what skills you personally bring to the table.

Your first hire should complement you, not replicate you.

Now, let’s get into the specifics of the biggest hiring debate out there: which roles to hire first.

Conventional wisdom says, “Hire product marketing first.”

Until now, the most common answer to the hiring question has gone like this:

• Hire product marketing first

• Outsource your growth marketing to an agency

• Save brand marketing for a later stage once you’re well past product-market fit

The reasoning goes like this: Product marketers are great at crafting product positioning and making sales assets for your team and website. They are also quite collaborative and cross-functional, working with your product team and your sellers (especially at B2B businesses). Growth marketing, early on, very often takes the form of digital advertising like search ads, which is a channel that can be managed quite effectively by outsiders; you may choose to bring it in-house once your growth mix gets more complex or you want to focus on better spend and efficiency.

Brand eats last, which happens because brand work is discounted as too top-of-funnel to matter right now, or because the founding team doesn’t value brand, or because they’ve already paid to have a logo, colors, and website (which is all brand is, right???).

Having seen this team-building philosophy first-hand across several in-house roles, I have a slightly different take on things now.

Today, the market screams, “Hire brand marketing first!”

Yes, I am aware this is exactly backwards from how it usually happens today.

But hear me out:

• Brand has never been more important than it is today

• In a noisy, homogenized world companies competing for attention, the single most effective strategy for standing out is to tell an authentic, compelling story through a consistent, memorable brand

• Brand foundations are accelerants to everything else you do with your marketing

• Brand makes everything better 👆 — your marketing, your sales, your fundraising, your customer experience

Product marketing is uber-important, but you can’t truly begin effective positioning work without knowing why your business exists in the first place. I have spoken with countless founders who want to reverse-engineer the brand story after the product finds traction; it’s just not as effective that way.

Growth marketing is hugely valuable as you scale, but its ROI will be suppressed if you’re not consistent with your story. It’s way more than just making ads that look good and sound good; you want to advertise with a story that is meaningful and real—because today’s customers are too savvy and will spot a fraud.

Q: But isn’t brand marketing a luxury at such an early stage of team growth?

If you were hiring a brand marketer whose only contribution would be brand strategy, then yes, that’d be a little too specific. But many brand marketers are creative powerhouses who take brand foundations and turn them into wildly successful campaigns, content, and engagement. Find yourself one of these folks!

(We have a bunch in our Bonfire network, if you need one.)

It’s likely that your brand marketer will be talented with coming up with your foundational strategy and then they may also specialize in one of these early-stage-critical areas:

• PR & Comms

• Social media and promotion

• Audience development

• Market research and customer care

And the list of skills goes on and on. Brand marketing is one of the most diffuse departments in all of marketing. Brand marketers can do a lot.

Q: But what if you’re already pretty good with story?

Brand strategy is a specific discipline that benefits greatly from a subject matter expert running the show. Yes, your CEO might make a compelling pitch to their investors, but do they understand the nuance of brand identity and personality? Unlikely.

The most helpful way to navigate a situation like this is to step back and take stock of everyone’s skillsets. The most common paths look like this:

• If you are a Head of Marketing whose background is in brand, then your first hire can be someone with a product marketing or growth marketing skillset

• Otherwise if you do not have a brand marketing background, then your first hire should be a brand marketer

Note that in neither scenario is the CEO the brand marketer. Although they may be tempted to be!

Q: But what if we really, really, seriously aren’t going to hire brand marketing first? I mean, come on.

If all else fails and you cannot make a brand marketer your first hire—if your CEO won’t allow it or your board of directors can’t stomach the idea—then at the very least hire a brand marketing agency to build your foundations before you get too far ahead with all your other marketing.

I’m biased (since I run a brand marketing agency), but the initial investment in foundations will do wonders to all your marketing efforts that come afterward. Find yourself a wonderful agency partner who can give you what you need: purpose, mission, values; brand identity and personality; brand narratives; visual identity even. These building blocks will enable whoever your first marketing hire will be—whether they’re a brand specialist or not.

Your first marketing hire should be someone who can help you define and articulate your brand. Why? Because your brand will influence every marketing activity that follows. If you start running ads or building campaigns without a clear sense of who you are and what you stand for, you’re likely to waste time and money. Therefore …

Hire #1: The Brand Builder

Your first hire should be someone who is part storyteller, part strategist—a brand marketer with a strong creative streak. This person will lay the groundwork for your marketing efforts by defining your messaging, tone, and visual identity.

Traits to Look For:

• Strategic thinker with a deep understanding of positioning and differentiation

• Exceptional storytelling and communication skills

• Creative but data-informed, able to translate customer insights into a compelling brand narrative

• A generalist who can span both strategy and tactics and can contribute to multiple brand channels as an executor and manager

Experience to Prioritize:

• Previous experience building or evolving a brand at a startup

• Strong portfolio of work that showcases their ability to craft messaging and campaigns

Where to Look:

• Alumni of well-regarded startups known for strong branding—start with anyone who was early at Notion, Miro, Figma, or Mailchimp

• Creative agencies specializing in brand development. Agency folks make amazing early-stage hires because they know how to deliver quickly.

• LinkedIn and industry events focused on early-stage marketing

Hire #2: The Demand Generator

Once your brand is in place, it’s time to get customers. Your second hire should focus on demand generation. This person will take the brand foundation and turn it into scalable, measurable customer acquisition efforts. They should excel at setting up systems for lead generation and know how to create campaigns that drive growth.

Traits to Look For:

• Results-driven with a love for metrics and optimization

• Skilled at balancing short-term wins (e.g., paid ads) with long-term growth strategies (e.g., SEO)

• Strong cross-functional collaborator, able to work with sales, product, and other teams

Experience to Prioritize:

• Experience with owning a user acquisition goal at a startup or small business. Super important: DID THEY OWN THE GOAL? I don’t mean to shout, but it’s really critical that they know how to take full responsibility for delivering on growth outcomes

• Familiarity with tools like Google Ads, Facebook Ads, HubSpot, Salesforce, and/or Marketo

• Proven track record of scaling customer acquisition efforts and/or sales pipeline

Where to Look:

• Startups in your industry or adjacent industries

• Growth marketing communities and Slack groups

• Referrals from your professional network

Hire #3: The Product Marketer

With your brand foundation solid and demand generation engine running, it's time to strengthen your product's positioning and go-to-market strategy. A product marketer will help you articulate your product's value proposition, create compelling sales enablement materials, and ensure your messaging resonates with specific customer segments.

Traits to Look For:

• Strong analytical mindset with excellent communication skills

• Ability to translate complex product features into clear customer benefits

• Natural collaborator who can work effectively with product, sales, and customer success teams

• Research-oriented with a knack for understanding market dynamics and competitor positioning

Experience to Prioritize:

• Previous experience in product marketing at a similar stage company or in your industry

• Track record of developing successful product launches and go-to-market strategies

• Experience creating and maintaining sales enablement materials that actually get used

• Demonstrated ability to conduct customer research and competitive analysis

• Familiarity with product-led growth principles, especially if that's part of your strategy

Where to Look:

• Companies with strong product marketing teams like Slack, HubSpot, or Atlassian

• Product-led growth companies if that matches your motion

• Product marketing communities on LinkedIn and specialized Slack groups like Product Marketing Alliance

• Former consultants from tech-focused firms (they often make great product marketers due to their analytical and strategic skills)

Hire #4: The Content Strategist

With people in the roles for each of the main three marketing disciplines, the next piece of the puzzle is content. Content drives everything—from SEO and social media to email marketing and customer education. A strong content strategist will help you create materials that attract, inform, and convert your target audience.

Traits to Look For:

• Creative and resourceful, able to generate ideas that resonate with your audience

• Strong writing and editing skills with an eye for detail

• Data-driven, able to track content performance and adjust strategies accordingly

Experience to Prioritize:

• Experience creating content for startups or B2B/B2C audiences

• A portfolio that showcases a variety of content types, such as blogs, whitepapers, and videos

• Familiarity with SEO best practices and content management systems

Where to Look:

• Freelance marketplaces like Upwork (great for testing before hiring full-time)

• Content marketing communities and forums—Superpath is a great one

• Industry blogs and publications—look for contributors who fit your needs

Putting it all together: The early hiring flowchart

The above are recommendations on where to start with your marketing hiring.

But remember one of the most important factors to consider: Hire for fit with your product and your company, including the skills that you, the Head of Marketing, already bring to the table. For instance, if you are an exceptional brand marketer with product chops, your first hire should not be another exceptional brand marketer; it should be a growth person.

With this in mind, here’s a handy flowchart for deciding who to hire first as you build your amazing marketing team.

Scaling the Team

Specialists vs. Generalists

After your first hires, your next steps will depend on your growth stage and specific needs. Early on, you’ll likely benefit from generalists—people who can wear multiple hats and adapt as priorities shift. But as you grow, you’ll want to bring in specialists for areas like:

• Partnerships and PR: To expand your reach through strategic collaborations

• Design: This may be a department in your product org or an agency partner at first, but consider having a dedicated resource on your marketing team in order to maintain quality, creativity, and pace

• Email / Lifecycle Marketing: To nurture leads and drive retention

• Social Media Marketing: To build a community and amplify your brand online

Traits That Matter Across the Board

“Hire for attitude, train for skill.”

— Melinda Emerson

While the specific roles will vary, there are some universal traits to look for in your marketing hires. I’ve had a ton of success looking for people with the following traits:

• Adaptability: Startups are unpredictable. Look for people who thrive in ambiguity and can pivot quickly.

• Curiosity: The best marketers are always learning—about your product, your customers, and new marketing trends.

• Empathy: Marketing is about understanding your audience. Hire people who genuinely care about solving customer problems.

• Collaboration: Marketing doesn’t happen in a vacuum. Team players who can work across departments are invaluable.

Job descriptions to get you started

Here are some real-world job descriptions for some of the roles mentioned in this article. Keep in mind that you’ll want to adapt these to fit your unique circumstances and context. And feel free to pepper in with lots of the traits that you want to optimize for with your hires.

• Brand marketing

• Brand marketing

• Product marketing

• Growth marketing

• Content

• Social media

Closing Thoughts

Building a marketing team is one of the most exciting parts of growing a startup. It’s also one of the most difficult!

Hopefully this overview gives you some good food for thought on getting started.

When done right, your team becomes a powerful engine for growth, innovation, and customer connection. Start with a strong foundation—brand first—and add layers thoughtfully. Hire people who are not just skilled but also aligned with your company’s vision and values and way of working.

Expect to get things wrong a time or two! But here’s hoping that this outline at least gives you a chance at improving your success rate with your early team-building.

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Become a Better Writer With These 51 Best Articles About Writing

What does it take to be a great online writer?

Well … lots and lots and lots of practice.

But you can give yourself a leg up by immersing yourself in great online writing.

If you want to be an awesome content creator, online writer, social media Shakespeare, or freelance writer-for-hire, you can learn SO MUCH from the great online writing that exists out there today.

I compiled a list of my very favorites to give you some tangible advice on how to write online and some examples of what great online writing looks like. I hope you find this list helpful. For me, everything I’ve learned about online writing has been self-taught. I majored in journalism in college. There wasn't a content marketing degree back in the day! So I read a ton online and squirreled away my favorite lessons.

Now, I'm emptying my swipe file for you!

What you see here is everything I've got—including lots of old standbys (we’re talking 10 years old, which is lifetimes in Internet time) and plenty of fresh advice.

If you want to learn more about writing for the web, content marketing, and the most persuasive way to communicate online, you’ve come to the right listicle!

Start here: The nuts and bolts of web writing

1 - Stock & Flow: The Ideal Writing Mix for Your Online Content

by Robin Sloane, Snark Market

The gist of Robin’s article goes like this: “Stock” is your evergreen, tentpole content that draws traffic from the moment of publish to the end of time. “Flow” is the filler, the stuff that keeps your blog churning or your social media streams full.

2 - Every Copywriting Formula Ever (or The Ultimate Guide to No-Pain Copywriting)

by Joanna Wiebe

This list of 51 best writing articles could have just as easily been a list of 51 best Joanna Wiebe blog posts. She is the world’s best copywriter, and her blog is bursting with fantastic resources for online writing, like her post

3 - In praise of writing on the Internet

by Celine Nguyen

This post contains all the advice Celine did NOT take when she started writing online. My favorite:

Celine Nguyen

I didn’t tell anyone about my newsletter.

4 - If Don Draper Tweeted: The 27 Copywriting Formulas That Will Drive Clicks and Engagement

by Kevan Lee, Buffer

Shameless plug! I wrote this article, but I didn’t really write it. All the formulas listed in this blog post are the incredible work of super smart writers and advertisers that I’ve curated over the years. It’s all them, none me.

5 - 25 Lessons from 25 Months of Content Marketing

by Gregory Ciotti

All 25 lessons in this post are great, but one of my favorites is this: Don’t forget about “solved” problems. For instance, in the case of Men’s Health magazine, they found that the market for fitness information was so great that their “solved” headlines can work over and over again. So they keep using the same headlines!!

6 - My All Time Favorite Blog Post And Why It's So Great

by Jason Miller

Jason’s post on LinkedIn offers a great review of the factors that go into an all-time great post. Here is a sampling of what Jason loves about great online writing:

• Unique voice

• Easy to read

• Has personality

• Has fantastic visuals

• Useful and inspiring

7 - Minimum Viable Personality

by FakeGrimlock

Here’s the post that Jason Miller references as his “favorite blog post” of all time. It’s written from the point of view of a dinosaur!

8. Master This Copywriting Formula to Dominate Any Social Media Platform

by Demian Farnworth, Copyblogger

This article is great if you want to get deep into one can’t-miss formula for writing on social media or blogs.

9 - Why Content Marketing Fails

by Rand Fishkin

It’s an article wrapped in a slide deck with amazing takeaways for articles. If you work backward from the title (Why Content Marketing Fails), you’ll have a pretty awesome case for How Content Marketing Succeeds.

Why Content Marketing Fails from Rand Fishkin

10 - Why I'd consider starting a blog

by Zoe Ashbridge, HubSpot

Perfect for beginners, this article on HubSpot’s site explains the obvious (i.e. what is a blog) but is so chock full of useful videos and explanations that it’s a fantastic starting point to anyone who is interested in writing online.

11 - 5 Breakthrough Techniques For Running A High-Traffic Blog

by Kohl Blotske, CoSchedule

12 - Agile Content Marketing: How to Attract an Audience That Builds Your Business

by Brian Clark, Copyblogger

13 - How to Boost Your Blog Post Production Speed by 600%

by John O'Nolan, Ghost

If you’re looking for a new blogging method, give John’s a try. (As the CEO of the blogging platform Ghost, John knows a thing or two about blogging and time management.) I was fortunate to stumble blindly onto many of the techniques he mentions here (ideas, outlines, etc.) when I was writing lots and lots as a content creator. I would have been better off finding his post first!

14 - 59 Marketing Diagrams That Explain Digital Marketing

by Orbit Media

The first 17 marketing diagrams in this list are all about content marketing. The other 42 are pretty great also (they’re just not about writing).

15 - Publish Your Blog Post Without SEO, and 1000s of Visits Will Be Forever Lost

by Rand Fishkin for ProBlogger

16 - 11 Common Blogging Mistakes That Are Wasting Your Audience’s Time

by Henneke, Copyblogger

I use this post to check in every so often to make sure I haven’t fallen into any of these bad habits. Case in point, the need to publish daily is a constant mistake of mine.

The ingredients of great online writing and fabulous blog posts

17 - 28 Ways to Write Moneymaking Headlines by Noble Direct Marketing

18 - 5 Simple Ways to Open Your Blog Post with a Bang by Brian Clark, Copyblogger

19 - It’s Not What You Say, It’s How You Present It

by A.J. Kohn, Blind Five-Year-Old

After reading this post I was stunned to realize one big thing that I failed to consider with my writing: the readability (and scannability) of what I write. Now I often picture what a post will look like as someone reads/scans, along with the words I’ll actually be writing.

(How’d I do on this post by the way?)

20 - How I promote my content

by Harry Dry, Marketing Examples

I’ve heard it said that you should spend 50 percent of your time writing your content and the other 50 percent of your time promoting it. Promotion is huge! And Harry’s advice in this post is a wonderful place to start.

21 - 5 Strategic Messaging Frameworks Every Product Marketers Should Know

by Andrei Țiț

I love a good framework to follow.

22 - Joe Sugarman Triggers

by Neville Medhora, Copywriting Course

Joe Sugarman was a famous advertising copywriter who write a book (the book) about copywriting. All is explained in the blog post or in this video:

23 - 10 Content Ideas That Always Work by Tim Stoddart, Copyblogger

24 - Users are / People are

by Ted Hunt

This article is meant for product managers and software builders, but the principles apply just as well to online writers. Our writing always benefits from empathizing with our audience. This simple “Users / People” framework proves super helpful.

25 - On Building Emotional Capital

by Sari Azout, Every.to

And as a followup to the “Users / People” framework, this post by Sari doubles-down on the importance of emotional connection to your readers, audience, and community. Emotional capital > PageRank capital (you might say).

How to grow your audience as a writer

26 - 6666 tips on how I reached 6666 subscribers on Substack

by Alex Dobrenko, Both Are True

This post is full of great tips and silly asides, which are highly relevant (and entertaining) for anyone who is looking to grow a newsletter list or build an audience.

Alex Dobrenko

Break the rules - Write pieces longer than the run time of Oppenheimer who cares. Misspel stuff and make a mockery of anything that smells of import. Export culture. Add things into your lists that make no sense. But no matter when, get a little metal with it.

27 - Guest Blogging Strategies that Helped Grow 36,733 Email Subscribers by Gregory Ciotti

28 - From Ideas to Traffic Results: How We Run a Blog with 700,000 Readers Per Month by Belle Beth Cooper, Buffer

29 - How to get 2,000 Substack subscribers in six months

by Erik Hoel, The Intrinsic Perspective

30 - Squad Wealth

by Sam Hart, Toby Shorin, and Laura Lotti, Other Internet

This big long essay explains how Internet communities work, which can help explain how online audiences might find, read, and share your writing.

Manifestos on writing and creativity

31 - The Creators Code

by Hiut Denim Co, Medium

A short one from Medium, this 60-word manifesto is a superb reminder of why and how we do what we do.

32 - At iDoneThis, we believe in taking it slow.

by Walter Chen, iDoneThis

The slow web movement is something really close to my heart and, I believe, close for a lot of writers, too. Online writing runs the risk of being shouted down by the noise of a busy Internet. What the team at iDoneThis has shared is that there’s another way—a quieter, simpler way that might just improve the writing work we all do.

33 - The 5000th post*

by Seth Godin

In typical Godin fashion, this one’s brief. But it does outline several of the lessons he’s learned in reaching the 5,000-post milestone. To paraphrase one of my favorite parts:

Seth Godin

Don’t write because it’s your job, write because you can.

34 - I’ve been blogging for 8 years

by Jessica Hagy

A short, two-minute read, this fun piece on Medium hits on some of the unspoken truths of content marketing.

Jessica Hagy

When in doubt, err on the side of fun.

35 - Your Life in Weeks

by Tim Urban, Wait But Why

This one has little to do with writing other than a huge motivation to make each day count.

36 - How to Be Great

by Leo Babauta, Zen Habits

I wish I could copy/paste the whole thing right here so you could read right away. Every time I breeze through this one I want to go out and create something.

37 - Your Startup Is a Movement

by David Sacks

There’s a great deal of power behind tapping into a movement. This goes for startup-building as well as content creation!

Writing advice and inspiration

38 - What should you do to help your child pursue her dreams of becoming a writer?

by M. Molly Backes, Medium

M. Molly Backes

First of all, let her be bored. Let her have long afternoons with absolutely nothing to do. Limit her TV-watching time and her internet-playing time and take away her cell phone. Give her a whole summer of lazy mornings and dreamy afternoons. Make sure she has a library card and a comfy corner where she can curl up with a book. Give her a notebook and five bucks so she can pick out a great pen. Insist she spend time with the family. It’s even better if this time is spent in another state, a cabin in the woods, a cottage on the lake, far from her friends and people her own age. Give her some tedious chores to do. Make her mow the lawn, do the dishes by hand, paint the garage. Make her go on long walks with you and tell her you just want to listen to the sounds of the neighborhood.

It gets better from there (and before there, too). Molly is a teacher and author who certainly knows her stuff. I want to print this article out and hand it to every middle school child.

39 - How To Hack Writing: A Personal Essay

by Harris Sockel, Medium

Some really great, actionable tips in this one, going beginning to end with how to create a personal essay from scratch.

40 - How to Encourage More Creative Thinking

by Gregory Ciotti, Sparring Mind

Did you know: Dr. Seuss produced Green Eggs & Ham after he bet his editor he could produce an entire book using only 50 unique words.

41 - The 25 Greatest Quotes About Writing

via This Isn’t Happiness

Just a really great collection of inspiration. One of my favorites (from Kafka, kind of an ironic inspiration):

Kafka

Don’t bend; don’t water it down; don’t try to make it logical; don’t edit your own soul according to the fashion. Rather, follow your most intense obsessions mercilessly.

42 - TikTok and the Sorting Hat

by Eugene Wei

A looooongform article all about TikTok, this one is a great example of how to write something that’s long and full of voice and holds someone’s attention. The points about TikTok are also relevant for content creators in an algorithm-heavy world.

Writing productivity

43 - Bring Sanity to Your To-Do List With the 1-3-5 Rule

by Timegram

Write down one big thing, three medium things, and five little things to do each day. Then do them!

44 - How to Stop Procrastinating by Using The “2-Minute Rule”

by James Clear, Quora

James is one of my favorite voices on productivity and getting more from yourself and your day. The 2-Minute Rule breaks down like this (lots more examples and background in James’s post).

• Part 1 — If it takes less than two minutes, then do it now.

• Part 2 — When you start a new habit, it should take less than two minutes to do

45 - The Origin of the 8-Hour Work Day and Why We Should Rethink It

by Leo Widrich, Buffer

This was the first Buffer blogpost I ever read—and boy was it a good one! It set me down a path for thinking of productivity in a whole new way, not so structured as before but rather an intuitive approach where I listened more to how and when my body would respond. I’ve squeezed out a whole ton of extra writing because of it.

General interestingness

46 - Pretty Much Everything I Know About the News Business

by Sean Blanda, Medium

Sean’s article touches on a lot of journalism topics that can also fit for online writers, too. Things like understanding an audience and even the aforementioned stock and flow concept get mentioned here.

47 - The 7 Things Writers Need to Make a Living

by Sonia Simone, Copyblogger

A list of intangibles—think: “love” and “confidence” and less “keyboard” and “thesaurus”—this piece from Sonia is hugely relatable for those of us who write regularly.

48 - Here’s How Maria Popova of Brain Pickings Writes

by Kelton Reid, Copyblogger

I could have picked any number of “Here’s How X Writes” posts from the Copyblogger series, so narrowing it down was hard. Read several, or them all. Maria Popova’s interview was especially fascinating because she creates so much writing content all by herself, and she’s so well-versed in the writing of others.

49 - Making Your Writing Work Harder For You

by Patrick McKenzie, Kalzumeus

You’re waaay into my treasures box now. This link is an archived newsletter of Patrick’s that contains so much good stuff on writing, blogging, and marketing strategies. For instance, should you place the date on your blogposts? What types of content should you be posting? Patrick’s answers will get you thinking.

50 - The 20 Best Lessons from Social Psychology

by Zach Hamed, Medium

Quick, bite-sized snippets of psychology lessons that can help you understand the behavior of the people you’re writing for.

51 - A Brief History of Bloggering

by Giles Turnbull, The Morning News

A fake history, for that matter. A really funny piece that, in its own satirical way, sheds some light on what online writing has become. A snippet (that doesn’t really shed any light but is a bit humorous):

Giles Turnbull

Depending on who you ask, the first bloggering happened in the late 1990s, when the web was still young, and clicking links to pages where you’d click more links was cool. This was in the days when the only use for an animated GIF was to tell people you were still working on your web page.

Bonus:

52 - Easy on the Adverbs, Exclamation Points and Especially Hooptedoodle

by Elmore Leonard, New York Times

This piece originally appeared in the NYT in 2001, and it has tons of good takeaways for authors and writers in general. Stuff like “Never open with the weather” and “Never use an adverb to modify the verb ‘said.'”

53 - THE ULTIMATE GUIDE TO WRITING BETTER THAN YOU NORMALLY DO.

by Colin Nissan, McSweeneys

Another fun one. Jokes. And a great one to end on.

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