Inside the Moments that Matter: Kate Campbell of York IE on Why Start-ups Need Drumbeat Marketing

There’s often a perception that startups are too “new” to need PR, but this is when brand building and awareness can make the most significant impact on future growth. We were recently joined by Kate Campbell, Vice President of Marketing Communications at York IE, for a fantastic discussion on cutting through the noise with an effective content strategy.

As a strategic growth and investment firm, York IE uniquely focuses on entrepreneurs and investors striving to build startups. And because these startups often have limited resources, external visibility, and share of voice, they need marketing strategies and focused PR efforts that can help them make a splash and leave a lasting impression.

Here’s where Drumbeat Marketing comes in as a go-to-market strategy ideally suited for startups. It entails 1. strong messaging, 2. discipline, and 3. consistency. In addition to the usual challenges and concerns startups face (think market competition and value proposition, uncertain market conditions, limited resources, etc.), they also must figure out how to articulate their messaging, reach fragmented audiences, build brand equity, and establish themselves as thought leaders.

As a drumbeat marketing expert, Kate talked us through the process. Here’s what she had to share:

Drumbeat marketing builds the brand, the audience, and the credibility.

Drumbeat marketing is all about developing a strong POV and sharing it repeatedly across various channels until it is associated with your brand. And in the age of generative AI, we’re faced with a new challenge: there is no shortage of content. “You need something opinionated or impactful – you need something that doesn’t tie directly to the product,” says Kate. Not only a powerful tool for companies with little brand equity, drumbeat marketing will also become essential for developing a distinct voice amidst the impersonal and arguably lifeless content churned out by AI.

“A.I. will probably give us fantastic tools that will help us outsource a lot of our current mental work. At the same time, A.I. will force us humans to double down on those talents and skills that only humans possess. The most important thing about A.I. may be that it shows us what it can’t do, and so reveals who we are and what we have to offer.” - David Brooks, NYT Opinion

Share your message across earned and owned channels (and then share it again).

Kate offered a tried-and-true formula for drumbeat marketing: content marketing + social media + public relations + SEO = brand awareness. From eBooks and content shorts to press releases and speaking & awards programs, bringing your message to life and effectively distributing it is crucial.

One message can be expanded into multiple pieces of content, allowing you to reach fragmented audiences where they consume content the most. That way, you can capture the most eyeballs and make the most impact around a single message. Kate’s hot take? Spend 20% of your time creating content and 80% distributing it.

Despite needing quick wins, startups must also think about the long game.

Every touchpoint and encounter that someone has with your brand is an opportunity.  It takes time to build a successful, authentic brand. And while you may know what your value proposition is, when it comes to cutting through the noise, you need an audience to know it, too. As Kate says, lean into how you’re making a difference and own that perspective—own your distinct voice.

While it can be tempting to look for the platform with the biggest audiences to show immediate impact, smaller, niche audiences might be better for building awareness – and ultimately driving sales – long-term.

Thank you, Kate, for sharing your expertise and answering all our questions about how to be most successful working with startups. Stay tuned for our next session of Inside the Moments that Matter! And, if you are interested in speaking, please reach out: nfesta@greenoughagency.com.