Published on February 28, 2014
#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. @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 @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 @gdecugis
Some have deep pockets to solve this Do you? @gdecugis
Impact Content strategy for the rest of us Low cost / fast / high impact Costly Wins Low cost but no impact Costly Flops Cost / Time @gdecugis
Think: (lean) startups Low budget Fast and agile Change the world @gdecugis
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
Our background: the #leancontentmeetups San Francisco/NYC Meetup series uservoice | task rabbit | linkedin | slideshare | buffer | moz | mozilla | facebook | bethkanter jeremygoldman | likeable media | vaynermedia Beth Kanter at Scoop.it HQ for Dec. 13 #leancontentmeetup @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! @gdecugis
Leverage your community Encourage contributions. Start a blog contribution program. Write round-up posts from testimonials. @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. @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 @gdecugis
Experiment: don’t overthink Testing > Over-thinking @gdecugis
Experiment: put quantity before quality. Only practice makes perfect. So because you need quality, you have to start with quantity. @gdecugis
Automate repetitive tasks Content sourcing Cross-posting Scheduling Integrate all your content properties through your own content hub @gdecugis
Automate authentically Keep it real. Keep humans in control. @gdecugis
Measure Traffic. Engagement. Leads, CPL / CPA… But make sure to define your objectives first. @gdecugis
Impact Learn & repeat Low cost / fast / high impact Costly Wins Low cost but no impact Costly Flops Cost / Time @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@example.com Help us curate #leancontent best practices: http://leancontent.scoop.it/ @gdecugis
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