Понравилась презентация – покажи это...
#LeanContent: Content Strategiesfor the rest of us Why lean is the future of content marketing Guillaume Decugis Co-Founder & CEO – Scoop.it
You’ve heard it many times before: you need a content strategy
But only great content makes an impact Google and social networks killed low quality content… … not to mention that it hurts your brand.
Great content = cost
Great content = cost + time
Some have deep pockets to solve this Do you?
Content strategy for the rest of us Low cost but no impact Low cost / fast / high impact Costly Flops Costly Wins Cost / Time Impact
Think: (lean) startups Low budget Fast and agile Change the world
A framework: L.E.A.N. Content Leverage
A framework: L.E.A.N. Content Leverage Experiment
A framework: L.E.A.N. Content Leverage Experiment Automate
A framework: L.E.A.N. Content Leverage Experiment Automate N’ measure
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
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!
Leverage your community Encourage contributions. Start a blog contribution program. Write round-up posts from testimonials.
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.
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
Experiment: don’t overthink Testing > Over-thinking
Experiment: put quantity before quality. Only practice makes perfect. So because you need quality, you have to start with quantity.
Automate repetitive tasks Content sourcing Cross-posting Scheduling Integrate all your content properties through your own content hub
Automate authentically Keep it real. Keep humans in control.
Measure Traffic. Engagement. Leads, CPL / CPA… But make sure to define your objectives first.
Learn & repeat Low cost but no impact Low cost / fast / high impact Costly Flops Costly Wins Cost / Time Impact
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? firstname.lastname@example.org Help us curate #leancontent best practices: http://leancontent.scoop.it/