Spacetech Popularization: Why It Is Important For Your Business Too
Blogs have come to play a key role in the marketing and brand image of companies. In this article, we share our experiences on the role of blogging and how to start your own blog.
Issue 119. Subscribers 48,862.
Our blog has already gathered almost 50,000 subscribers, and we are sincerely grateful for your trust and interest. In two years, we have published 119 in-depth articles and gained valuable experience in developing major media and PR projects. Our co-founders Alexandra, Denis, Marat, and Ivan have been running their Spacetech and deeptech media for years, and we’d like to share with you our experience. Now we see that the role of media for DeepTech companies is growing. That's why we decided to share our blogging experience. In this article, we will talk about the benefits of space blogs and offer practical tips on how to organize the work.
If you want to launch or improve your space blog, email us marat@spaceambition.org! We’d be happy to help!
Our Mission
Our mission at Space Ambition is to bring the space future closer to humanity. But so far we see a barrier between startups, engineers, new technologies and investors, venture capitals, and even governments. With the help of our blog, we try to give up-to-date information about space to decision-makers and become a bridge between business and technology. Our blog is a key instrument in this task. But blogs are a key tool not only for us.
Use Cases of Spacetech popularization
Social media has come to play a key role in PR and marketing. We have already written an article about PR in space and crisis management, where social networks also play a huge role. We see space giants investing huge resources in SMM.
A couple of examples of successful SMMs for reference.
NASA has a large number of social media pages and several blogs, such as several individual blogs including NASA Science Blog and NASA's Artemis Blog. NASA explains complex science topics in simple language, sharing the latest discoveries and mission updates. Importantly, they create content for different audience levels, from high school students to professionals. That's why NASA content is popular and quotable.
SpaceX covers each of its space events in detail on social media. The company shares launch details and technical aspects of the missions, including what went wrong, for example, in a Starship explosion. Interestingly, SpaceX also targets both general audiences and technical experts with highly specialized articles. SpaceX blog forms a strong image of the company, makes the space industry closer to the audience, and the announcements attract the attention of investors and media.
RocketLab also has a corporate blog and social media. The company shares technical aspects of its developments and publishes cases of successful launches and partnerships. But more importantly, they explain technological trends and talk about the smallsat market. Rocket Lab builds an image of a leader in the small satellite segment and attracts the attention of investors and B2B partners.
What About Popular Science?
Popular science is a separate and interesting world. In recent years, there has been a rapid increase in the popularity of science content, so nowadays science bloggers have successful and stable businesses.
Popular science content helps to:
Challenge stereotypes: science stops seeming like something unattainable and boring. Well-presented material arouses interest even in those who have never thought about space.
Explain complex things: using metaphors, analogies, and visuals, popular science bloggers manage to explain complex physical and astronomical concepts in a way that even a child can grasp.
Inspire learning: stories of space discoveries, and personal experiences of scientists and astronauts become motivation for young minds and future professionals.
Many you know Neil deGrasse Tyson, Carl Sagan, Stephen Hawking, Kip Thorne, and Michio Kaku - they all make science more accessible and understandable and inspire millions of people to do new things.
But even small blogs have great opportunities and resources. Now space bloggers have an opportunity to visit rocket launches, space conferences and space enterprises. Well, of course, bloggers launch their own info products, and sell books and merch. If you love space and want to contribute to it - starting a blog is a great first step!
How Blogging Supports Business Growth
Blogs emerged in the late 1990s as personal online journals and have since evolved into powerful business marketing tools. As of 2023, there are more than 600 million blogs on the Internet, but only a small fraction of them are regularly updated.
Today, a blog is an integral part of a marketing strategy. It serves as one of the best ways to keep your audience engaged and informed about the latest achievements, product announcements, and upcoming plans. Let's take a look at the main benefits of blogging:
1. Increases traffic and improves SEO. Every blog article is a new page that search engines index. The more quality content you have, the higher your chances of ranking at the top of a Google search. Companies with active blogs get 97% more external links (HubSpot, 2023), which improves SEO and attracts traffic. In addition, properly tuned keywords allow you to create so-called “evergreen content” - articles that continue to attract organic traffic from search engines for months or even years.
2. Generates leads and customers. A blog isn't just text, it's a customer engagement tool. A good article answers the audience's questions, helps to solve a problem, and motivates them to action: leave a request, subscribe, and download useful material. The more useful materials, the higher the conversion from readers to buyers.
3. Increases visibility and strengthens expertise. Regular analytical articles, case studies, and research make your brand credible. If you tackle complex topics in simple language, your audience starts to perceive you as an expert. This is especially important in areas where trust means a lot: technology, space, finance, and medicine. Expert blogs are often quoted, referenced, and their authors are invited to conferences and in the media.
4. Helps build relationships with your audience. A blog is not only traffic but also a platform for communication with customers. Comments, discussions, and newsletters create an engagement effect. People feel that they can get answers, discuss important questions, and share their opinions. This forms a community around the brand, which in the long run is more valuable than any advertising.
If you have your own business, content is a long-term play. It's something you invest in without expecting immediate results and its payback is pretty difficult to calculate.
A post can have twenty-two thousand unique page views and not one of them converts into a client. On one hand, that's a failure of lead generation. But on the other hand, the people who read it will remember it. Maybe in a couple of weeks or months, they'll read another publication, and then next year when they need a product just like yours, they'll say “yes!”.
If done right, a blog can be a great tool for raising awareness of your product in your market, directing relevant and interested traffic to your website, and positioning your company as a valuable source of information. The last benefit is essential. If your audience respects and values your knowledge, they will be more inclined to trust your product as well. This is the type of long-term strategic thinking that elevates a startup above its competitors.
We like to think of blogging as gardening. The more you tend them, water them, and feed them, the more they yield in the long run.
How To Start Your Own Blog?
Step 1 - Сhoose your blog idea and niche.
If you have your own company, you will most likely be doing something in your field. If you're an expert and you're starting a blog, your task is to figure out what you want to write about.
What are your goals?
Decide what's more important to you: building brand awareness, attracting traffic, generating leads, or showcasing an expert opinion. The goal influences the choice of format and publishing channel.
Our experience: it was important for our Space Ambition team to write about space trends as a business, to show that space is more accessible than it seems. On the one hand, we write for venture capitalists, entrepreneurs, decision-makers, and top managers of companies, and on the other hand - for everyone interested in space who wants to understand the field in depth.
Step 2 - Decide on the format and venue.
To do this, you should ask yourself a few questions:
Who is your target audience?
What interests, age, professional characteristics, and preferences do your readers have? This will help you choose a format (text, video, podcasts) and determine where to look for your audience.
What content format will best communicate your message?
Consider how much detail you need to cover a topic: long analytical articles, short news stories, or maybe visuals. Each format has its advantages depending on the type of content and audience expectations.
What platforms are your audience on?
Research where your target audience spends time - social media, specialized forums, professional venues, or perhaps your own website. This will help you choose the best channel for publishing.
What technical and resource capabilities do you have?
What kind of team do you have? How much time are you willing to allocate to your blog? Do you have videographers? It's important to reconcile goals and resources.
Do a competitive analysis. What success stories in your niche can you study?
Look at how competitors or industry leaders operate. What formats and platforms do they use, and how effective is it for their audience?
Our experience. We realized that we needed large and in-depth expert articles. We realized that our target audience is unlikely to be on popular social networks. That said, they all definitely read emails. Substack as a mailing list suited us perfectly - it was a way of reaching our audience and allowing us to write long-form articles.
Step 3 - Content Plan. The most essential thing to structure work is the system.
Of course, you want to write about your product first and foremost. But it's important to look at the bigger picture. Let's look at the content funnel.
Content can be categorized into 4 blocks:
1 - Immersion in the ecosystem of your field, expert articles describing your service area (increasing education and awareness of the audience)
2 - Content about the features and problems of the market, especially the ones you solve (creating interest and need to solve)
3 - Content about how to make a decision to choose your service (active decision-making phase)
4 - Technical immersion in your service and how it is better (invitation to act)
The people at the top of the funnel don't even know they need your product. To push them down the funnel, you need to think holistically about the ecosystem your product plays a role in and start exploring that ecosystem on your blog.
For example, you have a company that creates parts for satellites. Within each of the blocks, there can be posts on a particular topic. For example:
1 - Description of the satellite market for the state of 2025.
2 - The trend to miniaturize satellites.
3 - How to build a nanosatellite and choose a supplier.
4 - The components’ features and their advantages.
Another recommendation is to build a system!
Write out a content plan ahead of time for at least 2 weeks in advance. This will help you not to think every time about what to write about. Ideally, divide content between several writers.
Our experience. We at Space Ambition plan content for a month in advance, there are 6 of us and it helps us write in-depth articles, each person dives deep into the topic about once a month. Moreover, we know that our subscribers are busy people, with space being their favorite thing to do. That's why we purposely release articles on Fridays, so you can enjoy space at the end of the workweek.
Step 4 - Promotion Strategy.
Creating quality content is only half of success. Your blog must be found and read by the target audience. For this purpose, you need a well-thought-out promotion strategy. Let's consider the main approaches:
We have already talked about SEO promotion. Optimization of articles for search queries helps to attract organic traffic.
Mailing and email marketing. If your audience reads mail, an effective tool will be email newsletters with announcements of new articles. Regular communication helps to keep subscribers' attention.
Promote articles in professional communities, topic groups, and on platforms like LinkedIn, X (Twitter), or Reddit. Talk to your audience, and engage them in discussions. From our experience the audience that reads space news and analysis articles lives on Twitter and LinkedIn, so Space Ambition runs both of these media.
Collaborating with opinion leaders, partner projects, or other media will help expand your reach. This is super important and helpful. Guest posting, cross-posting - it all works great. We at Space Ambition do Spotlights with opinion leaders (read here) and invite guest authors for in-depth analysis (here is an example about the Moon).
And then, of course, there's advertising. If you need to attract attention quickly, use targeted advertising on social networks, search advertising (Google Ads), or advertising integrations with bloggers and thematic resources.
Space Shuttle launch. Source: Pixabay
Want To Launch Your Own Blog?
As we said, one of Space Ambition's missions is to make space more accessible to everyone. That's why we decided to launch a space blogging initiative.
In 4 weeks, we will launch your space blog into a new orbit together.
Who is this suitable for:
If you've always dreamed of starting your blog;
If you have your own business or startup and you want to improve its public image through blogging;
If you already have a blog and want to improve it.
Let's bring the age of space discovery closer together! If you are interested – text me at marat@spaceambition.org
Popularization of Spacetech is not just content, but an opportunity to bring science and technology closer to people. Together we open space to a wider audience, show its accessibility and significance, and inspire discoveries.
Everyone who writes about space contributes to the future - whether it's popularizing science, supporting startups, or discussing cutting-edge technologies. The more people understand how the field works, the faster we'll bring the era of mass spaceflight closer.
If you want to be part of this movement, create useful content, and develop your blog, join our community. Together we will make space even closer!
