PR ON THE GO • 29 October, 2026

What content to publish when you're just starting out, and how to measure it

Founder advice

PR and growth experts provide their founder advice to the question: What kind of content is best to publish when you're just starting out?

At the beginning of their journey, founders face the challenge of talking about themselves and their business in an interesting way while delivering on different goals, such as community building, stakeholder communication, and sales marketing.

Our experts list a few content ideas for consumer and B2B brands that you can use right away to adjust your content strategy and measure results.

Read the expert advice:

Content for what makes a business different in the first place

Emily Reynolds, Owner at R Public Relations

"One thing I've learned over the years in PR is that founders often overlook the stories right in front of them because they're so focused on promoting what they do. The most interesting content often comes from what makes a business different in the first place, and not every post needs to sell something. Share why you started the business, what you've learned along the way, or what customers frequently ask you. Consumer brands might tell the story behind a product or introduce the people who bring it to life. B2B companies can offer a fresh perspective on an industry challenge or advice their audience can actually use. Start with what you know, share it consistently, and pay attention to what resonates."

Publish evidence of the decisions your customers are trying to make

Deepak Shukla, Founder at Pearl Lemon Group

"If you’re starting from zero, publish evidence of the decisions your customers are trying to make. For a B2B service, that might mean a candid ‘who we’re not right for’ page, a breakdown of what affects price, and an example of how a project moves from enquiry to delivery. For a consumer brand, show the product or experience being used in the circumstances buyers actually care about, not just a polished launch announcement. Then note the exact questions prospects ask before buying and turn those into useful, specific pieces. I’d measure qualified enquiries and useful follow-up conversations before celebrating impressions."

Publish data you collected

Lars Koole Founder at Pineprompt

"Three things that have worked for us at Pineprompt, a young B2B SaaS:

1. Publish data you collected, not opinions. We ran 200 buyer questions through seven AI assistants for two weeks and released all 18,792 answers as a free dataset. Journalists and marketers share a number like "only 12.9% of brands get named by every AI assistant" far more readily than a founder's take on a trend.

2. Build one small free tool for a narrow task. Our prompt fan-out generator page got more search clicks in its first month than all our blog posts combined. Someone searching for a tool wants to do something right now, and that sits close to what you sell.

3. Write honest comparison pages against bigger competitors, including a section on when the other product is the better choice. Buyers search "X vs Y" right before they decide, and fairness earns trust a new brand doesn't have yet.

To measure: track clicks and signups per page in Search Console and your analytics, not impressions."

Start with the story only you can tell.

Andrew Tesauro, Co-Founder at Bright Automations

"Start with the story only you can tell. My first post was how my co-founder and I started our company in college: walking into local businesses, months of making nothing, and the advice that turned it around. People follow people before they follow companies. After that, post one real customer result at a time, with a number if the customer agrees, and one lesson you learned the hard way. For B2B, measure replies and DMs, not likes. For consumer brands, watch saves and shares. If nobody starts a conversation with you, change the topic, not the posting schedule."

Start with one page per question your customers actually ask

Bo Bennett, PhD Founder & CEO at Archieboy Holdings, LLC

"Start with one page per question your customers actually ask, and answer it in the first sentence. For a consumer brand, that might be "how long does a water heater swap take". For a B2B brand, it might be "does this work with QuickBooks". AI assistants cite pages that make a plain, specific claim they can attribute to someone. A page that circles the question may still rank, but it rarely gets quoted. Measuring this is cheap. Ask ChatGPT and Perplexity the question each month and note whether you're named.

Second, publish what didn't work. We run small paid-ads tests across our sites, and I'd rather a founder write up a failed test honestly than polish a win. Almost nobody in their category publishes failures, so it stands out. It's also the realistic route to coverage when you can't afford a PR firm: one specific result, sent to the one reporter who covers that subject.

I'd skip the free press-release wires. Google's scaled content abuse policy means syndicated copies of the same release now do next to nothing for you."

Give every piece of content a clear purpose

Liam Austin, Co-Founder & CEO at Talks.co

"My biggest advice to founders just starting out is to stop worrying about making your business sound impressive and start creating content that helps potential customers solve a problem.

Nobody knows your brand yet, so constantly posting about your company, mission or product features probably won't give people much reason to pay attention.

I'd start with four types of content:

1. Answer the questions customers are already asking. For B2B founders, this could be practical tutorials, comparison guides or explanations of common industry mistakes. For consumer brands, think buying guides, product demonstrations and advice on getting better results. These can also become useful SEO assets.

2. Show your process. Share how your product is made, why you made certain decisions or how you solve a problem. People connect with the thinking and people behind a business, not just polished marketing messages.

3. Create content with other people. Interview industry experts, collaborate with complementary brands or invite potential customers to share their experiences. We've used expert interviews extensively at Entrepreneurs HQ. One virtual summit featuring 35 influencers generated over 22,000 leads because we created something valuable for their audiences while introducing them to our brand.

4. Share small, specific results. You don't need a huge success story. A customer question you've answered, an improvement you've made or a useful lesson from testing your product can make compelling content. Just be transparent about what the results actually show.

I'd also give every piece of content a clear purpose.

If you're trying to build awareness, track relevant traffic and reach. For community building, look at meaningful comments, replies and returning participants. For sales, measure email signups, qualified leads and customers.

The mistake I'd avoid is publishing lots of content simply to look active.

Ten useful pieces of content that attract the right people are worth far more than 100 posts that generate views but no real interest in your business."

People will follow a founder who is honest about building something

Stephen Tam, Founder at AU Beauty Bazaar

"When you're just starting out, publish the content only you can write: what you're learning, in public. Nobody needs another polished brand post from a business with 50 followers, but people will follow a founder who is honest about building something.

Ideas you can use this week:

• One lesson per post on LinkedIn. I share specific ecommerce lessons plus personal posts with a company slant. For both consumer and B2B brands, it builds a founder profile that suppliers, partners, media and customers can find and trust.

• Turn customer questions into content. Your inbox, DMs and chat logs are a free content plan. Answer each common question properly as a guide or FAQ page. That's also the content AI assistants pull from: comparing Jul–Sep 2025 with Jul–Sep 2026, our visits from AI assistants rose from 246 to 431 and orders from them from 5 to 23, while organic search revenue grew 85%.

• Let customers and creators talk. We work with UGC creators because real people using the product beats any ad copy we could write.

• For B2B, write up one real problem you solved for one customer type (we supply clinics, pharmacies and supermarkets), framed around their problem rather than your product.

Measure one number per goal: for community, comments and DMs rather than likes; for stakeholders, inbound replies and introductions; for sales, orders and revenue by source. Google impressions can rise while clicks stay flat (ours rose 24% with flat clicks), so track revenue, not just reach."

The best early content is useful before it is impressive.

Bill Kiani, Founder at Genie 007

"At one point, my dashboard showed seven users, one paying customer and £5 a month. That is where most founders are when they start publishing, and it's exactly what I'd write about. Early on, your real numbers and real problems are more interesting than polished brand content.

What has worked for us with no ad budget is one guide per real problem. For Genie 007 that meant separate guides for answering emails faster, writing meeting notes, students, lawyers and people whose hands hurt when they type. Each one answers a question someone is already searching for.

A few ideas founders can use this week, for consumer or B2B brands:

1. Write up one honest number and what it taught you. It builds trust with users and partners at the same time.

2. List the three questions customers ask most and publish one page per question.

3. Share one small product decision and why you made it. We switched off an icon that popped up on every text box after a user told us it made it hard to focus. Stories like that show you listen.

4. Turn your best support or sales replies into short how-to guides.

To measure it, keep it simple: note which page each signup or reply came from, and which posts people mention back to you. If a piece gets no searches, replies or signups after a few weeks, move on to the next problem.

The best early content is useful before it is impressive."

Make your own page the clearest one on what your company is

Raul Menoyo, Founder at Citora

"I run Citora, a small agency in Spain that works on how B2B companies show up in AI answers, so I've had the odd experience of watching my own early content get quoted back at me.

What I'd tell a founder starting out, B2B or consumer:

1. Publish one page of numbers you can defend. Short, sources linked. Journalists, buyers and AI assistants all reuse numbers, and a page like that keeps getting cited long after the launch post is forgotten.

2. Write the plain page that says what your company is and who it's for. Boring and specific. Most of what AI tools say about a company comes from other people's sites (close to 90% in what we measure), so if your own page isn't the clearest one, they piece you together from whatever is lying around.

3. Keep old content honest. In July I asked Perplexity what Citora was and it described two pricing plans we had already retired, because an old page still listed them. Fixing that page mattered more than anything new I could have written that week.

How to measure: every few weeks, ask ChatGPT and Perplexity the questions your buyer would ask and count how often you're mentioned. Ranking and being recommended by AI have become two different games, and the second one moves slowly. Expect weeks where nothing changes."

Show the math your customers struggle with.

Gregory Stathopoulos, Founder at SuanSupply

"Start with content that is useful on its own, not content about yourself. Three ideas a new consumer or B2B brand can publish this week:

1. One worked example with a real number. Show the math your customers struggle with. Our post on eBay's currency conversion fee shows that a Canadian seller paid in CAD now pays $9.03, or 18.1%, in eBay fees on a $50 sale, versus $6.70, or 13.4%, on Etsy. One clear number is easy to share and quote.

2. A tracker you keep current: a dated list of price, fee or rule changes in your niche. Say when you last updated it.

3. A short answer to the question customers ask most, with the answer in the first two lines.

Measure each piece by saves, replies, email signups and links from other sites, not only views."

Build a genuinely useful resource

Jim Cook, Founder at Embervane

"When you are just starting out, I think the best content to publish is the stuff that answers the questions your ideal customer is already asking before they know enough to buy anything. I would much rather build one genuinely useful beginner resource than publish twenty thin articles announcing that my company exists.

For example, with Embervane, I’ve taken that approach pretty literally: the website has become a growing portal of free music-production education, including a 22-part music production roadmap, supporting resources, and deeper articles that give someone a logical place to start and somewhere to go next.

Then I use formats like YouTube to teach those same ideas in a different way. Someone may discover a video because they are trying to understand MIDI, mixing, or how to start making music on a computer, then find the deeper written material when they want to keep learning.

My advice is to build the useful thing first and let the marketing grow around it. In an age of AI regurgitation, this is a way to make sure your distinct voice stands out. Your earliest content should make somebody think, “Well, that actually helped me,” not, “Well, that was a waste of my time and didn’t solve my problem."

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