Content Marketing: Start Investing Before You Need It

Jul 11

In the early days of building a FamTech company, content marketing can feel like a “someday” task.

Right now, you’re focused on product, funding, hiring, user feedback, and trying to get traction. Writing blog posts or recording videos might feel like a luxury you can’t afford.

But here’s the truth:

If you wait until you need content marketing, it’s already too late.

Because great content doesn’t deliver instant results.
It compounds.
And the brands that start early—with the right strategy—are the ones who win attention, earn trust, and build communities over time.

Let’s break down why content marketing matters, how to do it the right way, and how to avoid wasting time on content no one wants to read.

Why Content Marketing Is So Important in FamTech

Content is more than a blog post. It’s the way you build trust before someone is ready to buy. It’s how you stay top of mind during long decision cycles. And it’s how you show that you understand your audience before asking anything of them.

In FamTech, this is especially important because:

Many users aren’t ready to act immediately. You need to nurture interest over time.
The topics are often emotional or complex. Content helps educate, reassure, and guide.
People are skeptical of sales pitches. They’re more likely to engage with content that helps, not sells.

What Happens When You Start Early

Starting now—before you “need leads”—gives you time to:

Build up a library of content to share and repurpose
Learn what resonates with your audience
Improve your SEO and start ranking for key searches
Establish thought leadership in your space
Get your team aligned on messaging and positioning

Think of content as an investment. The sooner you make it, the sooner it starts compounding.

But Let’s Be Clear: Not All Content Is Good Content

Creating content just to “check a box” won’t help you. In fact, it can hurt you—by cluttering your brand with noise or wasting time you don’t have.

Here’s how to make content people actually want to consume.

1. Start With Questions, Not Topics

Instead of thinking: “We should write a post about our new feature.”
Ask: “What are our users confused about? Worried about? Searching for right now?”

Better prompts:

“What’s one decision our audience is struggling with this week?”
“What’s something we explain in every sales or onboarding call?”
“What’s a common misconception about our space?”

Build your content around answers, not announcements.

2. Make It Specific and Useful

Skip the generic “5 Tips for Busy Parents” posts. That content already exists—and it’s not helping your brand stand out.

Instead, create content that speaks to a real moment your audience is in:

“How to talk to your partner about starting IVF”
“What to do when your kid’s therapist is booked for 3 months”
“How to keep caregiving organized when your siblings live in different cities”

Pro tip: Don’t worry about being “professional.” Worry about being helpful.

3. Mix Formats (But Stay Focused)

You don’t need to be on every platform or create five types of content at once. Start with 1–2 formats that fit your bandwidth and play to your strengths.

If you like writing → blog + newsletter
If you’re good on camera → short-form video or founder Q&As
If you have great support conversations → repurpose them as FAQs or guides

Consistency beats volume.

4. Make Every Piece of Content Work Harder

One blog post can become:

3 social posts
1 short video script
1 onboarding email
1 downloadable guide
A slide for your next investor pitch

Plan for repurposing before you hit publish.

Final Thought: Content Marketing Is a Long Game—But It’s Worth It

FamTech brands that show up consistently with helpful, real content build deeper relationships with their audience. They earn trust before the ask. They attract better-fit users. They get more value from every touchpoint.

Don’t wait until you’re desperate for attention.
Start now—while you have room to do it right.

Need help creating a content strategy that actually works?

I help FamTech companies develop content plans that align with their brand, support growth goals, and actually connect with the people they’re trying to help. If you're ready to build content that makes a difference, let’s talk.

Dan Ritzke