Why lean is the future of content marketing

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@gdecugis #LeanContent: Content Strategies for the rest of us Why lean is the future of content marketing Guillaume Decugis Co-Founder & CEO – Scoop.it

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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 of Why lean is the future of content marketing

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@gdecugis

#LeanContent: Content Strategies

for the rest of us

Why lean is the future of content marketingGuillaume Decugis Co-Founder & CEO – Scoop.it

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@gdecugis

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

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@gdecugis

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

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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

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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 protected]

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