LEAN CONTENT

#SCMW2015

#SCMW2015 @marcfuseki

#SCMW2015 @marcfuseki

Ca c’était avant

#SCMW2015 @marcfuseki

La Discussion c’est maintenant

#SCMW2015 @marcfuseki

La Valeur Sociale

#SCMW2015 @marcfuseki

Les Multitudes

#SCMW2015 @marcfuseki

#SCMW2015 @marcfuseki

Customer Journey

#SCMW2015 @marcfuseki

Customer Journey

Touch Points to qualified lead: 7 to 13

Buying decisions before visiting site: 60%

… and the journey is non-linear and personal

#SCMW2015 @marcfuseki

Le

contenu

est le roi

Content is King!

#SCMW2015 @marcfuseki

#SCMW2015 @marcfuseki

#SCMW2015 @marcfuseki

#SCMW2015 @marcfuseki

The Lean Content Marketer Check List

#SCMW2015 @marcfuseki

The Lean Content Marketer Check List

Curate

Repurpose

Master time

Work with influencers

Outsource

Break the Silos

Brand Advocacy

Automate

#SCMW2015 @marcfuseki

Curate

#SCMW2015 @marcfuseki

Curate

Benefits:

Knowledge

Credibility

ROI

#SCMW2015 @marcfuseki

Repurpose

#SCMW2015 @marcfuseki

Repurpose

1 Idea

=

Blog posts

Videos

Listicles

SlideShare

Infographics

White Paper

…

#SCMW2015 @marcfuseki

Master Time

#SCMW2015 @marcfuseki

Master Time

Be consistent

Distribute several times

Optimize time per channel

Manage hot and ever-green content

#SCMW2015 @marcfuseki

Work with Influencers

#SCMW2015 @marcfuseki

Outsource

#SCMW2015 @marcfuseki

Outsource

Agencies

Your Community

Free Lancers

Market Places

#SCMW2015 @marcfuseki

Team Play

#SCMW2015 @marcfuseki

Internal Experts are sources of content

(i.e.: not only the comm / marketing

teams)

Team Play

1: Break the Silos

#SCMW2015 @marcfuseki

Collaborators are Amplifiers

Collaborators are Thought Leaders

Team Play

2: Develop Brand Advocacy

#SCMW2015 @marcfuseki

Automate

#SCMW2015 @marcfuseki

Automate

At least, organize…

Content sourcing

Objectives and KPI

Planning of publishing

Team members’ roles

#SCMW2015 @marcfuseki

Scoop.it Content Director: The Content Marketing

Solution

#SCMW2015 @marcfuseki

So… What’s Your Lean Content Marketing Score ?

Curate [ ? ]

Repurpose [ ? ]

Recycle [ ? ]

Work with influencers [ ? ]

Outsource [ ? ]

Break the Silos [ ? ]

Brand Advocacy [ ? ]

Automate [ ? ]

#SCMW2015 @marcfuseki

The Lean Content Marketer is

King!

Thank You

MERCI