Digital Marketing for Startups/Growth Companies

Where to start and what to do with digital marketing is a common question for startups. How to effectively acquire and convert customers is critical for most businesses. I came across this article on TechCruch and found it interesting: 

https://techcrunch.com/2019/04/13/how-do-startups-actually-get-their-content-marketing-to-work/

One counterintuitive takeaway from this artcile is that startup/growth companies should focus less on their Google Analytics data but more on their readers' full customer journey--Where are the readers in the funnel? Blogs and email newsletters (without discounts) sometimes don't directly convert readers to customers but might nudge them into the next phase in the customer journey. 

The same author also wrote a handbook here: https://www.julian.com/guide/growth/intro.