Why lean is the future of content marketing

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    11-Aug-2014

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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!

Transcript

#LeanContent: Content Strategies for the rest of us Why lean is the future of content marketing Guillaume Decugis Co-Founder & CEO Scoop.it @gdecugis Youve 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 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. @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: dont 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? ally@scoop.it Help us curate #leancontent best practices: http://leancontent.scoop.it/ @gdecugis