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Why lean is the future of content marketing
The document discusses the importance of developing a lean content marketing strategy that focuses on creating impactful content while managing costs and time. It outlines a framework called L.E.A.N. which emphasizes leveraging existing audiences, content, and community, alongside experimentation and automation. The document also highlights the necessity of measuring effectiveness to continuously improve content strategies.
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Why lean is the future of content marketing
- 1. @gdecugis #LeanContent: Content Strategies forthe rest of us Why lean is the future of content marketing Guillaume Decugis Co-Founder & CEO – Scoop.it
- 2. @gdecugis You’ve heard itmany times before: you need a content strategy
- 3. @gdecugis But only greatcontent makes an impact Google and social networks killed low quality content… … not to mention that it hurts your brand.
- 4. @gdecugis Great content =cost + time Type of content Cost to produce Time to produce Blog 2-4 man hours 1-3 days Infographic $2,000-$10,000 3-6 weeks Video $5,000-$150,000 4-12 weeks White paper 5-20 man days 3-8 weeks
- 5. @gdecugis Some have deeppockets to solve this Do you?
- 6. @gdecugis Content strategy forSMBs Low cost but no impact Low cost / fast / high impact Costly Flops Costly Wins Cost / Time Impact
- 7. @gdecugis Think: (lean) startups Lowbudget Fast and agile Change the world
- 8. @gdecugis A framework: L.E.A.N.Content Leverage
- 9. @gdecugis A framework: L.E.A.N.Content Leverage Experiment
- 10. @gdecugis A framework: L.E.A.N.Content Leverage Experiment Automate
- 11. @gdecugis A framework: L.E.A.N.Content Leverage Experiment Automate N’ measure
- 12. @gdecugis Leverage existing audiences 60Mmonthly uniques, excellent SEO Blog knowing people asked the question Get your blog posts bundle with others’ for greater discoverability And many more!
- 13. @gdecugis Leverage your community Encouragecontributions. Start a blog contribution program. Write round-up posts from testimonials.
- 14. @gdecugis Leverage existing content Don’tjust 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.
- 15. @gdecugis 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
- 16. @gdecugis Experiment: don’t overthink Testing> Over-thinking
- 17. @gdecugis Experiment: put quantitybefore quality. Only practice makes perfect. So because you need quality, you have to start with quantity.
- 18. @gdecugis Automate repetitive tasks Contentsourcing Cross-posting Scheduling Integrate all your content properties through your own content hub
- 19. @gdecugis Automate authentically Keep itreal. Keep humans in control.
- 20. @gdecugis Measure Traffic. Engagement. Leads, CPL/ CPA… But make sure to define your objectives first.
- 21. @gdecugis Learn & repeat Lowcost but no impact Low cost / fast / high impact Costly Flops Costly Wins Cost / Time Impact