lean content and lean startup seattle

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Starting Up Startup Content Strategy Kelsye Nelson @kelsye Misty Weaver @meaningmeasure Lean Startup Seattle http://www.meetup.com/Lean-Startup-Seattle/ @LeanStartupSEA #LeanStartupSEA @kelsye @meaningmeasure

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Presentation by Kelsye Nelson and Misty Weaver at Lean Startup Seattle December 2, 2013 Content Strategy and Marketing for the Lean Startup: An exercise in editorial calendar, using templates and creating / repurposing content for multiple channels.

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Page 1: Lean Content and Lean Startup Seattle

Starting Up Startup Content StrategyKelsye Nelson @kelsyeMisty Weaver @meaningmeasureLean Startup Seattle http://www.meetup.com/Lean-Startup-Seattle/

@LeanStartupSEA #LeanStartupSEA

@kelsye @meaningmeasure

Page 2: Lean Content and Lean Startup Seattle

Who we are Kelsye Nelson Co-founder of Writer.ly

Misty Weaver Content Strategist Lecturer, UW iSchool

@LeanStartupSEA #LeanStartupSEA @kelsye @meaningmeasure

Page 3: Lean Content and Lean Startup Seattle

Who are you?

Page 4: Lean Content and Lean Startup Seattle

“Useful, usable content is a process, not a product. It needs people who are responsible for ongoing, editorial oversight. Set standards to inform changes and inspire growth.”

– From Content Strategy for the Web by Kristina Halvorson

Getting started with Content Strategy

@LeanStartupSEA #LeanStartupSEA

@kelsye @meaningmeasure

Page 5: Lean Content and Lean Startup Seattle

Content Strategy

Credible Clear Consistent

@LeanStartupSEA #LeanStartupSEA

@kelsye @meaningmeasure

Page 6: Lean Content and Lean Startup Seattle

Business goals Audience pains and passions Systems and Channels

Content Strategy is contextual

@LeanStartupSEA #LeanStartupSEA

@kelsye @meaningmeasure

Page 7: Lean Content and Lean Startup Seattle

Tactic: Content Marketing

@LeanStartupSEA #LeanStartupSEA

@kelsye @meaningmeasure

Page 8: Lean Content and Lean Startup Seattle

Social media is a great way to listen Audience pain and passions What channels they use What terms they use

Who are you creating for?

The Hummingbird Effect

@LeanStartupSEA #LeanStartupSEA

@kelsye @meaningmeasure

Page 9: Lean Content and Lean Startup Seattle

Process for listening Rhythm for writing System for keeping on schedule

Today’s Goals: Build a Practice

@LeanStartupSEA #LeanStartupSEA

@kelsye @meaningmeasure

Page 10: Lean Content and Lean Startup Seattle

Process

@LeanStartupSEA #LeanStartupSEA

@kelsye @meaningmeasure

Page 11: Lean Content and Lean Startup Seattle

Editorial Calendar

• Brainstorm• Create• Edit/

Optimize• Publish

@LeanStartupSEA #LeanStartupSEA

@kelsye @meaningmeasure

Page 12: Lean Content and Lean Startup Seattle

Templating

@LeanStartupSEA #LeanStartupSEA

@kelsye @meaningmeasure

Page 13: Lean Content and Lean Startup Seattle

Your Turn: Exercise What titles can you generate? How would you write a short summary (snippet)? What short headlines would you create for social

media channels? Are there topics, keywords or hashtags you’d

apply?

@LeanStartupSEA #LeanStartupSEA

@kelsye @meaningmeasure

Page 14: Lean Content and Lean Startup Seattle

Follow up - http://bit.ly/LeanCMLocal ResourcesContent Strategy Seattle Meetup - http://www.meetup.com/Content-Strategy-Seattle/Writer.ly - https://www.writer.ly/homeDistilled - http://www.distilled.net/blog/Portent - http://www.portent.com/blog/

Books and Marketing Blogs Content Strategy for the Web - http://contentstrategy.com/Content Marketing Institute - http://contentmarketinginstitute.com/HubSpot - http://blog.hubspot.com/

@LeanStartupSEA #LeanStartupSEA

@kelsye @meaningmeasure