She’s also a serial founder, angel investor, and Forbes 30 Under 30 honoree. Diving into her multi-faceted background and domain expertise, Karine walks us through:
- How a full-service agency thinks through content for itself vs. for clients
- When and how companies should approach long-form content
- Tactical tips for defining and aligning with your customer
“Content helps set the stage for both clients and partnerships by helping us stay top of mind and building brand awareness around our story and ethos.”
What Sets Slope Apart?
Tactically, Slope sits between brand and marketing — with offerings across 1) Brand - brand strategy + identity, 2) Digital - Web design/dev, UI/UX, and 3) Marketing - paid acquisition and content creation.
Karine highlights two core qualities that have shaped Slope into what it is today.
1. All of Slope’s founders were venture-backed founders themselves
Slope began because Karine and the OG team felt startups lack good partners — whether those are agencies or service providers — who truly understand what it means to be a founder.
This led to the value prop, ethos, and tagline of being an agency “by founders for founders.”
2. Brand design and marketing under one roof
Traditionally, most agencies are either branding agencies only or performance marketing agencies. As such, having both functions under one roof was crucial to the Slope team.
They emphasize that brands today must be built with both great branding and design plus great distribution as core components.
“Marketing isn’t just about performance anymore. Founders simultaneously have to think about how to build a brand, but also consistently showcase their brand and adhere to brand guidelines + values.”
Great Agency Content Can Attract Your Ideal Client
In the past, Slope mainly considered content a medium for raising brand awareness as well as an educational resource for potential clients.
They’d preemptively answer questions about their abilities across brand, design, or even TikTok.
Today, Karine has recently revamped and solidified this strategy to focus on staying top of mind and getting in front of potential clients, whether pre-launch or fresh off a recent fundraise.
Most of their content to date has comprised of personal profiles or short-form interviews, plus more educational pieces aimed at creating thought leadership.
As she explains, clients often just don’t know what to expect from Slope. Most startup founders are focused on the product or engineering and lack basic design and marketing know-how.
In that sense, Slope can’t just run on “meme content” to help them stay top of mind. Their content needs to actually demonstrate what the Slope brand is and what the agency represents.
This is especially crucial as they aim to attract clients who are the ideal fit.
For instance, Slope knows a company looking for a new logo in two days with a new brand identity and site to match in one week simply will not align well with their process.
“When we’re trying to define our brand, positioning, and ideal clientele, simply writing about the broad strokes of design and marketing is not super helpful.”