Indiegogo’s New Hub for Entrepreneurs Is an Important Reminder to Us All

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Entrepreneur | Entrepreneur Staff | August 7, 2017

Indiegogo announced last week it’s getting into the content marketing game. The crowdfunding site has launched an education center and experts directory specifically catered to entrepreneurs. Of course, the company isn’t alone in these efforts, but still, there’s a savvy reason you should pay attention.

Indiegogo doesn’t just want entrepreneurs -- it wants entrepreneurs before they have a business to promote or a product to sell. The project is an important reminder that content marketing, done right, can develop trust with a customer base before its members realize they are even potential clients.

See: Indiegogo Founder Slava Rubin Talks Equity Crowdfunding on Reg CF Anniversary

According to marketing firm Conductor, customers are 131 percent "more likely to buy from a brand immediately after they consume early-stage, educational content." Its study also found users who read content trusted brands more. Companies that post at least 11 pieces of content a month also saw three times more traffic and four times more leads than those who didn't, according to Hubspot.

Indiegogo’s articles aren’t intended as just a branding effort, sharing company info or staff stories, like the blogs produced by Kickstarter and Crowdfunder, two of Indiegogo’s main competitors. Instead, the articles on Indiegogo’s education center are designed to lead to more informed users and therefore more successful campaigns, thus boosting the platform's bottom line.

"As more entrepreneur ideas are successful, more backers choose to be part of the Indiegogo community and more entrepreneurs choose Indiegogo as a platform because they see the the many ways Indiegogo can help them," Indiegogo CEO David Mandelbrot told Entrepreneur. "We have learned that entrepreneurs launch their projects with the best of intentions but often can use expertise or partners at key points in their journeys to succeed."

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The National Crowdfunding Association of Canada (NCFA Canada) is a cross-Canada non-profit actively engaged with both social and investment crowdfunding stakeholders across the country. NCFA Canada provides education, research, leadership, support, and networking opportunities to over 1600+ members and works closely with industry, government, academia, community and eco-system partners and affiliates to create a strong and vibrant crowdfunding industry in Canada. Learn more at www.ncfacanada.org.

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