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Presentation by Kelsye Nelson and Misty Weaver at Lean Startup Seattle December 2, 2013 Content Strategy and Marketing for the Lean Startup: An exercise in editorial calendar, using templates and creating / repurposing content for multiple channels.
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Starting Up Startup Content StrategyKelsye Nelson @kelsyeMisty Weaver @meaningmeasureLean Startup Seattle http://www.meetup.com/Lean-Startup-Seattle/
@LeanStartupSEA #LeanStartupSEA
@kelsye @meaningmeasure
Who we are Kelsye Nelson Co-founder of Writer.ly
Misty Weaver Content Strategist Lecturer, UW iSchool
@LeanStartupSEA #LeanStartupSEA @kelsye @meaningmeasure
Who are you?
“Useful, usable content is a process, not a product. It needs people who are responsible for ongoing, editorial oversight. Set standards to inform changes and inspire growth.”
– From Content Strategy for the Web by Kristina Halvorson
Getting started with Content Strategy
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@kelsye @meaningmeasure
Content Strategy
Credible Clear Consistent
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Business goals Audience pains and passions Systems and Channels
Content Strategy is contextual
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Tactic: Content Marketing
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Social media is a great way to listen Audience pain and passions What channels they use What terms they use
Who are you creating for?
The Hummingbird Effect
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Process for listening Rhythm for writing System for keeping on schedule
Today’s Goals: Build a Practice
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Process
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Editorial Calendar
• Brainstorm• Create• Edit/
Optimize• Publish
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Templating
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Your Turn: Exercise What titles can you generate? How would you write a short summary (snippet)? What short headlines would you create for social
media channels? Are there topics, keywords or hashtags you’d
apply?
@LeanStartupSEA #LeanStartupSEA
@kelsye @meaningmeasure
Follow up - http://bit.ly/LeanCMLocal ResourcesContent Strategy Seattle Meetup - http://www.meetup.com/Content-Strategy-Seattle/Writer.ly - https://www.writer.ly/homeDistilled - http://www.distilled.net/blog/Portent - http://www.portent.com/blog/
Books and Marketing Blogs Content Strategy for the Web - http://contentstrategy.com/Content Marketing Institute - http://contentmarketinginstitute.com/HubSpot - http://blog.hubspot.com/
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@kelsye @meaningmeasure
