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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!
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#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
@gdecugis
But only great content makes an impact
Google and social networks killed low quality content…
… not to mention that it hurts your brand.
@gdecugis
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
@gdecugis
Think: (lean) startups
Low budgetFast and agile
Change the world
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A framework: L.E.A.N. Content
Leverage
@gdecugis
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
@gdecugis
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
@gdecugis
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? [email protected]
Help us curate #leancontent best practices: http://leancontent.scoop.it/
