Content Marketing the #LeanContent Way
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Leaner, Better, Faster: More impact with your content marketing the #leancontent way Presented by Arabella Santiago, Scoop.it @arabellatv | @scoopit | #leancontent
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(Originally delivered at http://marketingcampsf.org March 2013) There's no secret that content marketing takes time, effort and resources, but content is also essential to a solid and well-rounded marketing strategy. Learn about #leancontent and the companies and brands that are practicing efficient and effective ways to produce, curate and share great ideas that help build your brand's voice. This session will help you answer the following questions and have you apply #leancontent to help build your company's brand: - Why a lean approach to content strategy? - Why does great marketing encompass knowledge base building and sharing? - Which brands are using #leancontent to gain more visibility on the web? How are they doing that? - What are the best tools out there that can effectively discover, create, curate and share content? About the speaker: Arabella Santiago is the Marketing and Communications Director at Scoop.it. A journalist at heart, Arabella believes in the power of producing authentic content to develop, strengthen and market a brand. Currently, Arabella is the Director of Marketing and Communications at Scoop.it, a social media publishing platform that allows users to express themselves on topics that matter through idea discovery, content curation and social sharing. Prior to joining Scoop.it, she was the Executive Director of Techweek 2012 Chicago, the largest technology conference in the Midwest with over 5,000 participants. Arabella graduated with a degree in political science and English from Rutgers University. In her spare time, she enjoys cooking, writing and hiking beautiful Northern California.
Transcript of Content Marketing the #LeanContent Way
Leaner, Better, Faster:More impact with your content
marketing the #leancontent way
Presented by Arabella Santiago, Scoop.it@arabellatv | @scoopit | #leancontent
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“Every two days we create as much content as from the dawn of man up to the year 2003.”
- Eric Schmidt, Google, in 2010
The Content Explosion
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I ’m talking to you!
I ’m looking for you!
The Social Web is crowded.
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It’s hard to get heard!
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It’s hard to be found.
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You
Goal
The Challenge: Cutting through the clutter
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You
Visibility
The Path: Content Strategy
The Challenge: Cutting through the clutter
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How I got in front of you today:A round about content career path.
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I was born in the Philippines.
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Raised in New Jersey.
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My first job out of college was writing about dead people.
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Then I moved to California to work as a web editor for The O.C.
Register.
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But then I moved to LA and interviewed business visionaries...
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And worked for a celebrity as a web producer.
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Then I moved to San Francisco to build a company that creates live
video content for brands and organizations.
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I did not know this wascontent marketing.
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I was confused because I wanted to be a media.
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So, I got a job as a conference producer. In Chicago.
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The media was interviewing me. And it was fun.
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But my heart was and is still in San Francisco.
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So, I got a job with San Francisco startup, Scoop.it,
as a Marketing Director.
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(I’ve also interviewed this CEO before.
Content win for professional development!)
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But me, a marketer? I’m a journalist!
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“Brands must become media to earn relevance.”
- Brian Solis, Altimeter Group
But me, a marketer? I’m a journalist!
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Nowadays, brands must produce good content.
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But what IS good content?
Nowadays, brands must produce good content.
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Valuable to your audience
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Consistent with your message
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Dynamic: fresh and frequent
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Valuable to your audience
Consistent with your message
Dynamic: fresh and frequent
To summarize, good content is:
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Valuable to your audience
Consistent with your message
Dynamic: fresh and frequentVery diffi
cult t
o create it
all!
To summarize, good content is:
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And, we can’t all send a man to space to create good content...
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How can you create a content strategy impact with limited time
and resources?
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Become a lean, mean, content producing machine
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What is Lean Content?
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What is Lean Content?
Lean Startup Cycle
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Lean Startup Cycle Content Cycle
What is Lean Content?
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Some startup peeps practicing #leancontent
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What is Lean Content?
•Fast feedback loop: Build-Measure-Learn
•Scrappy: high impact with minimum resources
•Genuine: Created from core values with the human touch
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“Like lean startup culture, the marketing sector could learn a few things from smaller, nimble means of spreading the word about a great new product...Blasting out a brand message doesn’t work if the underlying claim or value proposition is bupkis.”
- As reported by J.D. Lasica, Social Media Biz
What is Lean Content?
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5 steps to float like a butterfly...
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...and sting like a bee through #leancontent
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Take the “marketing” out of your content marketing strategy
Step 1:
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A high impact content strategy
is an integral part of your core
business. Not just your marketing.
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Leo Widrich, Co-founder, Buffer:• Show your passion and culture in your content• Traditional marketing doesn’t always work in the startup world
#leancontent tips from startup peeps...
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Find the Engagement Sweet Spot by identifying at your core values and
culture
Step 2:
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Engagement Sweet Spot:
Company Core Values
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Engagement Sweet Spot
Company Core Values
Customer and Community
Interests
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Engagement Sweet Spot
Company Core Values
Customer and Community
Interests
Internal Team Interests
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Engagement Sweet Spot
Company Core Values
Customer and Community
Interests
Internal Team Interests
Opportunity for workforce development
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Opportunity forpersonal branding
Opportunity for workforce development
Company Core Values
Customer and Community
Interests
Internal Team Interests
Engagement Sweet Spot:
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Red/Yellow: Opportunity for
personal branding
Blue/Red: Opportunity for
workforce development
Company Core Values
Customer and Community
Interests
Internal Team Interests
Engagement Sweet Spot:Yellow/Blue: Opportunity for
strong sales messaging.
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Engagement Sweet Spot:Develop content around this.
Company Core Values
Customer and Community
Interests
Internal Team Interests
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Evan Hamilton, Head of Content and Community, UserVoice• Build trust and loyalty by providing extra value with your content.• Shameless self promotion is one of the easiest ways to lose the trust of your audience.
#leancontent tips from startup peeps...
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Use content curation to get you lean
Step 3:
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“Someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.”
- Rohit Bhargava, Ogilvy
“Curators turn information into knowledge: we give context to content.”
- Guillaume Decugis, Scoop.it
Content Curator
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What you consumeWhat content do you already read? What do you share on Twitter and other social networks? What do you email?
What you consumeWhat content do you already read? What do you share on Twitter and other social networks? What do you email?
Type of contentArticles, blog posts, events, videos, presentations, etc.Type of contentArticles, blog posts, events, videos, presentations, etc.
Curation formatMagazine, story, pin board, multimedia channel, etc.Curation formatMagazine, story, pin board, multimedia channel, etc.
Start with what you already do.
Content Curation Strategy1.
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Organize your sources.2.
Content Curation Strategy
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3 Identify a content hub.
From to the rest of the social web!
Content Curation Strategy
3.
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Start from what you already do.1
Organize your sources.2
4 Filter with purpose.
Identify your content hub.3
Content Curation Strategy
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4 Filter with purpose.
Add your point of view.5
Content Curation Strategy
Start from what you already do.1
Organize your sources.2
Identify your content hub.3
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Content Curation Strategy
Add your point of view.5
Measure your impact.6
4 Filter with purpose.
Start from what you already do.1
Organize your sources.2
Identify your content hub.3
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Content Curation Strategy
Add your point of view.5
Measure your impact.6
4 Filter with purpose.
Start from what you already do.1
Organize your sources.2
Identify your content hub.3
7 Build your communities of interest.
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Ashley Tate, Content Lead, SEOmoz• When you’re running lean, the best way to find content is to look at what already exists• Measure and keep what works
#leancontent tips from startup peeps...
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Test ideas on appropriate curation platforms
•Entertainment content
•Pinboard
•Professional content
•Custom topic page
•Video content
•Channel
•Social media chatter
•Embeddable story
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Execute your content strategy quickly and fluidly without losing your focus.
Step 4:
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K. Tighe, Head of Content, TaskRabbit• Think about how to repurpose each piece of content before you build• Each piece of content should support that big idea in some way.
#leancontent tips from startup peeps...
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Create an editorial calendar.
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Repurpose content and SHARE
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Email is not dead!
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Use content to care for your communities of interest.
Step 5:
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•Host events that bring together your communities of interest
•Partner with other brands that help spread your message
Empower your community...
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Empower your community, and they will become your
cheerleaders!
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Arabella SantiagoMarketing and
Communications Director, Scoop.it
@scoopit @arabellatv#leancontent
Thank you! Please connect with me:
