Definitely for the growth phrase. And could be before product-market fit, depending on many factors. If you know a particular niche and you know you are going t

Definitely for the growth phrase. And could be before product-market fit, depending on many factors. If you know a particular niche and you know you are going to serve that niche, then I’d start content marketing early. If you might switch niches (for example your background is not in a niche you’re trying and your technology could serve other niches), then I wouldn’t go all in on content marketing with that niche until you know you’re sticking with it. The content you’re publishing doesn’t need to relate directly to your product. Of course, you want to show expertise in that area. But so long as the content is useful for your niche, you can go more broad with it. For example, you might do an interview with someone who produces another technology for your niche. Generally people do create a page for the brand; but this can be just a repository for content. Personal accounts are – of course – more personable; but also they have much more organic reach on some networks – notably Linkedin. If you post something from your personal account and the same thing on your company page, more people will see the personal post (assuming zero sponsored post spend).