Lean Content Marketing - Why it's the Future

  • Published on
    25-Dec-2014

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Content strategies

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  • 1. @gdecugis #LeanContent: Content Strategies for the rest of us Why lean is the future of content marketing Guillaume Decugis Co-Founder & CEO Scoop.it
  • 2. @gdecugis Youve heard it many times before: you need a content strategy
  • 3. But only great content makes an impact @gdecugis Google and social networks killed low quality content not to mention that it hurts your brand.
  • 4. @gdecugis Great content = cost Type of content Cost to produce Blog 2-4 man hours Infographic $2,000-$10,000 Video $5,000-$150,000 White paper 5-20 man days
  • 5. @gdecugis Great content = cost + time Type of content Cost to produce Time to produce Blog 2-4 man hours 1-3 days Infographic $2,000-$10,000 3-6 weeks Video $5,000-$150,000 4-12 weeks White paper 5-20 man days 3-8 weeks
  • 6. @gdecugis Some have deep pockets to solve this Do you?
  • 7. Cost / Time Impact @gdecugis Content strategy for the rest of us Low cost / fast / high impact Low cost but no impact Costly Wins Costly Flops
  • 8. @gdecugis Think: (lean) startups Low budget Fast and agile Change the world
  • 9. @gdecugis A framework: L.E.A.N. Content Leverage
  • 10. @gdecugis A framework: L.E.A.N. Content Leverage Experiment
  • 11. @gdecugis A framework: L.E.A.N. Content Leverage Experiment Automate
  • 12. @gdecugis A framework: L.E.A.N. Content Leverage Experiment Automate N measure
  • 13. Our background: the #leancontent meetups @gdecugis San Francisco/NYC Meetup series uservoice | task rabbit | linkedin | slideshare | buffer | moz | mozilla | facebook | beth kanter jeremy goldman | likeable media | vaynermedia Beth Kanter at Scoop.it HQ for Dec. 13 #leancontent meetup
  • 14. @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!
  • 15. @gdecugis Leverage your community Encourage contributions. Start a blog contribution program. Write round-up posts from testimonials.
  • 16. @gdecugis Leverage existing content Dont 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.
  • 17. @gdecugis 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
  • 18. @gdecugis Experiment: dont overthink Testing > Over-thinking
  • 19. Experiment: put quantity before quality. @gdecugis Only practice makes perfect. So because you need quality, you have to start with quantity.
  • 20. @gdecugis Automate repetitive tasks Content sourcing Cross-posting Scheduling Integrate all your content properties through your own content hub
  • 21. @gdecugis Automate authentically Keep it real. Keep humans in control.
  • 22. @gdecugis Measure Traffic. Engagement. Leads, CPL / CPA But make sure to define your objectives first.
  • 23. Cost / Time Impact @gdecugis Learn & repeat Low cost / fast / high impact Low cost but no impact Costly Wins Costly Flops
  • 24. @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? ally@scoop.it Help us curate #leancontent best practices: http:// leancontent.scoop.it/