Start up marketing is a complicated science.
If you are a startup and you DON'T have a content strategy you are in trouble. Content about your team, your widget and your progress is what brings in ATTENTION and attention is proxy for advoacy, traffic and money. This article helps explain how startups can create an inbound content marketing strategy.
I was just at a Startup Conference this week and met many great, inspiring entrepreneurs. Many mobile entrepreneurs seem to believe they don't need a content strategy or Google at all. I think such thinking is a dangerous mistake. Google, a content website and/or a blog are critical to explainging your widget and in creating the tribe needed to support it. Yes I've read the stories about mobile entreprenuers never creating a website and believe those are the exceptions that make the rule.