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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

Why lean is the future of content marketing

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You've heard it before: you need a content strategy. But how can you make it impacting without huge budgets and resources? At Scoop.it, we started meetup groups in San Francisco and then in NYC to discuss best practices around that precise topic. Following more than a year of great sessions with speakers from uservoice, task rabbit, linkedin, slideshare, buffer, moz, mozilla, facebook, likeable media, vaynermedia as well as thought leaders like beth kanter or jeremy goldman, we've put together the first framework for Lean Content. Lean content is not just content marketing "for the rest of us" but the smart and efficient way to have an impact with strong focus. Join us!

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Page 1: Why lean is the future of content marketing

@gdecugis

#LeanContent: Content Strategies

for the rest of us

Why lean is the future of content marketingGuillaume Decugis Co-Founder & CEO – Scoop.it

Page 2: Why lean is the future of content marketing

@gdecugis

You’ve heard it many times before: you need a content strategy

Page 3: Why lean is the future of content marketing

@gdecugis

But only great content makes an impact

Google and social networks killed low quality content…

… not to mention that it hurts your brand.

Page 4: Why lean is the future of content marketing

@gdecugis

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

Page 5: Why lean is the future of content marketing

@gdecugis

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

Page 6: Why lean is the future of content marketing

@gdecugis

Some have deep pockets to solve this

Do you?

Page 7: Why lean is the future of content marketing

@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

Page 8: Why lean is the future of content marketing

@gdecugis

Think: (lean) startups

Low budgetFast and agile

Change the world

Page 9: Why lean is the future of content marketing

@gdecugis

A framework: L.E.A.N. Content

Leverage

Page 10: Why lean is the future of content marketing

@gdecugis

A framework: L.E.A.N. Content

Leverage

Experiment

Page 11: Why lean is the future of content marketing

@gdecugis

A framework: L.E.A.N. Content

Leverage

Experiment

Automate

Page 12: Why lean is the future of content marketing

@gdecugis

A framework: L.E.A.N. Content

Leverage

Experiment

Automate

N’ measure

Page 13: Why lean is the future of content marketing

@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

Page 14: Why lean is the future of content marketing

@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!

Page 15: Why lean is the future of content marketing

@gdecugis

Leverage your community

Encourage contributions. Start a blog contribution program. Write round-up posts from

testimonials.

Page 16: Why lean is the future of content marketing

@gdecugis

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.

Page 17: Why lean is the future of content marketing

@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

Page 18: Why lean is the future of content marketing

@gdecugis

Experiment: don’t overthink

Testing > Over-thinking

Page 19: Why lean is the future of content marketing

@gdecugis

Experiment: put quantity before quality.

Only practice makes perfect.So because you need quality, you have to start with

quantity.

Page 20: Why lean is the future of content marketing

@gdecugis

Automate repetitive tasks

Content sourcingCross-postingSchedulingIntegrate all your content properties through your own content hub

Page 21: Why lean is the future of content marketing

@gdecugis

Automate authentically

Keep it real. Keep humans in control.

Page 22: Why lean is the future of content marketing

@gdecugis

Measure

Traffic. Engagement. Leads, CPL / CPA…

But make sure to define your objectives first.

Page 23: Why lean is the future of content marketing

@gdecugis

Learn & repeat

Low cost but no impact

Low cost / fast / high impact

Costly Flops

Costly Wins

Cost / Time

Impa

ct

Page 24: Why lean is the future of content marketing

@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/