Those who don't engage at the top of the funnel won't be able to afford advertising to the bottom of the funnel.
I Can't think of a single founder who blogged high quality original content consistently for more than two years that didn't turn his audience and readership into a successful company.
There is a massive misconception about blogging and content marketing in general that gets ignored by people. Creating content that can't be found anywhere else, content that represents the true voice of the CEO or founder and their vision is top of the funnel marketing that makes advertising and regular marketing MUCH MUCH More effective.
Content is the long game, and builds on itself one reader at a time. Eventually it breaks through and than every piece of content you produce gets massive exposure. Exposure at a much more affordable price than any other strategy that exists in the universe today.
Tomorrows leading companies will be the ones that realize they must become the media company for their niche. They must be the go to place for the best information in their industry.
Startup CEO's that don't blog are missing out on the big picture and should really learn to prioritize the value they can create.
Just look at Moz.com and Hubspot. Two great companies poised for massive growth that built their audience by blogging, one reader at a time.