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

@gdecugis

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

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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

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Some have deep pockets to solve this

Do you?

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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

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Think: (lean) startups

Low budgetFast and agile

Change the world

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

Leverage

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

Leverage

Experiment

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

Leverage

Experiment

Automate

@gdecugis

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

Leverage

Experiment

Automate

N’ measure

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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

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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 sourcingCross-postingSchedulingIntegrate 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? ally@scoop.it

Help us curate #leancontent best practices: http://leancontent.scoop.it/