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Content strategies
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@gdecugis
#LeanContent: Content Strategies
for the rest of us
Why lean is the future of content marketing Guillaume Decugis Co-Founder & CEO – Scoop.it
@gdecugis
You’ve heard it many times before: you need a content strategy
@gdecugis
But only great content makes an impact
Google and social networks killed low quality content…
… not to mention that it hurts your brand.
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Great content = cost
Type of content Cost to produceBlog 2-4 man hoursInfographic $2,000-$10,000Video $5,000-$150,000White paper 5-20 man days
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Great content = cost + time
Type of content Cost to produce Time to produceBlog 2-4 man hours 1-3 daysInfographic $2,000-$10,000 3-6 weeksVideo $5,000-$150,000 4-12 weeksWhite paper 5-20 man days 3-8 weeks
@gdecugis
Some have deep pockets to solve this
Do you?
@gdecugis
Content strategy for the rest of us
Low cost but no impact
Low cost / fast / high impact
Costly Flops
Costly Wins
Cost / Time
Impa
ct
@gdecugis
Think: (lean) startups
Low budget Fast and agile
Change the world
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A framework: L.E.A.N. Content
Leverage
@gdecugis
A framework: L.E.A.N. Content
Leverage
Experiment
@gdecugis
A framework: L.E.A.N. Content
Leverage
Experiment
Automate
@gdecugis
A framework: L.E.A.N. Content
Leverage
Experiment
Automate
N’ measure
@gdecugis
San Francisco/NYC Meetup series
uservoice | task rabbit | linkedin | slideshare | buffer | moz | mozilla | facebook | beth kanter
jeremy goldman | likeable media | vaynermedia
Our background: the #leancontent meetups
Beth Kanter at Scoop.it HQ for Dec. 13 #leancontent meetup
@gdecugis
Leverage existing audiences
60M monthly uniques, excellent SEO
Blog knowing people asked the question
Get your blog posts bundle with others’ for greater discoverability
And many more!
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Leverage your community
Encourage contributions. Start a blog contribution program. Write round-up posts from
testimonials.
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Leverage existing content
Don’t just create. Curate. 85% of professionals who used content curation in 2013 said it
helped them save time to maintain their online presence*.*Scoop.it 2014 survey on the impact of Content Curation for US professionals. 1450 respondents.
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Leverage existing content
Repurpose. Remix. Turn a blog post into a SlideShare, a SlideShare into an infographic, an
event into a blog post, etc...© Red Bull Media House
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Experiment: don’t overthink
Testing > Over-thinking
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Experiment: put quantity before quality.
Only practice makes perfect. So because you need quality, you have to start with quantity.
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Automate repetitive tasks
Content sourcing Cross-posting Scheduling Integrate all your content properties through your own content hub
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Automate authentically
Keep it real. Keep humans in control.
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Measure
Traffic. Engagement. Leads, CPL / CPA…
But make sure to define your objectives first.
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Learn & repeat
Low cost but no impact
Low cost / fast / high impact
Costly Flops
Costly Wins
Cost / Time
Impa
ct
@gdecugis
Join #leancontent
Meetup groups: San Francisco: http://meetup.com/leancontent NYC: http://www.meetup.com/Lean-Content-NYC/ Want to be a speaker? Volunteer for new cities? [email protected]
Help us curate #leancontent best practices: http://leancontent.scoop.it/
