Download as PDF, PPTX
Uploaded byScoop.it
How to build and implement a lean content strategy
The document outlines the concept of lean content marketing, emphasizing the need for a strategy that produces both quality and quantity of content efficiently to drive engagement and ROI. It discusses the challenges of content creation and distribution in a landscape where organic reach is declining, and suggests methods such as content curation, repurposing, and co-creation to produce and promote content effectively. Additionally, it highlights the importance of focusing on your own content hub and leveraging automation for better visibility and impact.
More Related Content
Similar to How to build and implement a lean content strategy
How to build and implement a lean content strategy
- 1. @gdecugis How to buildand implement a lean content strategy 1 Guillaume Decugis Co-Founder & CEO Scoop.it
- 2. @gdecugis 2 Hi I’mGuillaume Guillaume Decugis 3x entrepreneur Engineer-turned-marketer Skier. Gamer. Rock singer. Content curation service Launched 2011 ~3M freemium users http://scoop.it Content marketing software Launched 2015 Small marketing teams http://business.scoop.it
- 3. @gdecugis 3 Content hasbecome the fuel of marketing Goals of content marketers Content Generate leads Nurture prospects Engage a community Brand awareness Traffic and SEO Source: Content Marketing Institute / MarketingProfs
- 4. @gdecugis 4 But doescontent work? “Content shock” (Mark Schaeffer) “We’ve lost nearly half of our social referral traffic in the last 12 months” (Buffer) “Crap: why the single biggest threat to content marketing is content marketing” (Velocity partners) “Social Media Publishing is dead” (Me!)
- 5. @gdecugis 5 But doescontent work? “Content shock” (Mark Schaeffer) “We’ve lost nearly half of our social referral traffic in the last 12 months” (Buffer) “Crap: why the single biggest threat to content marketing is content marketing” (Velocity partners) “Social Media Publishing is dead” (Me!) “It’s too easy to produce great engaging content that goes viral” (no one)
- 6. @gdecugis 6 Content isa struggle Source: Content Marketing Institute / MarketingProfs (Which is an optimistic way of saying 70% are not…)
- 7. @gdecugis 7 Google andSocial Networks want you to produce fresh quality content constantly
- 8. @gdecugis 8 But it’shard because content is costly and time-consuming to produce
- 9. @gdecugis 9 Content distributionis complex Organic reach is declining as social networks want you to pay to play
- 10. @gdecugis 10 Most contentdoesn’t generate engagement
- 11. @gdecugis 11 And sois understanding what works and what doesn’t
- 12. @gdecugis 12 Back tothe basics Content marketing = Publishing and distributing content that drives people to take action
- 13. @gdecugis 13 Lean contentmarketing = ROI Produce enough relevant quality content for your target audience Content production Content impact Distribute that content as efficiently as possible to obtain (and therefore measure) the desired impact
- 14. @gdecugis 14 Lean contentmarketing = ROI More / better content Content production Content impact More from your content
- 15. @gdecugis 15 Do youneed more or better content? Both!
- 16. @gdecugis 16 Can youget quality and quantity? Yeah! “Some “just okay” content that is published will crush “awesome content” that never gets published. “You have to produce average content to learn how to produce great content” Marcus Sheridan (@thesaleslion)
- 17. @gdecugis 17 How tocreate better content? Strategize. “Answer your audience’s top 30 questions” Barry Feldmann (@feldmancreative)
- 18. @gdecugis 18 How tocreate better content? Research. Find out what content get shared the most on your keywords Discover new keywords to use Ideate from existing content
- 19. @gdecugis 19 How tocreate more content?
- 20. @gdecugis 20 How tocreate more content? (without spending more time / resources)
- 21. @gdecugis 21 3 waysto create more content when you don’t have more time or resources Content curation Repurposing content Contributed content and co-creation
- 22.
- 23. @gdecugis 23 Content curationcan be way more than social sharing: curated posts 4-8x faster to create a curated blog than an original blog Brings social traffic to your site (not just sources sites) Brings SEO value (Google “BruceClay - SEO-Friendly Content Curation”) Brings credibility to your editorial line
- 24. @gdecugis 24 Content curationcan be way more than social sharing: curated email newsletters Introduction CTA Curated news articles (or mix of created and curated stories)
- 25. @gdecugis 25 Content curationbenefits SEO & website traffic: Brings social traffic to your site (and not just sources sites) Brings SEO value (Google “BruceClay - SEO- Friendly Content Curation”) Credibility: Avoid being “me-centric” Third-party content 4-7x more trusted
- 26. @gdecugis 26 Repurpose contentover and over again
- 27. @gdecugis 27 Assemble orreformat content into a new format
- 28. @gdecugis 28 Encourage contributionand co-creation
- 29. @gdecugis 29 What welearned developing contributors to our blog and ebooks Identify authors / influencers: Don’t start at the top of the list: target people who need to build their brand and build your way up Give before you get: Curate their content Add value to their content through comments Refer them clients Start with an easy ask: Quote for a blog post Build up to more extensive contributions Make it easy / the format they want Keep them posted on your own promotion efforts Market your blog to encourage inbound requests
- 30. @gdecugis 30 Example: howwe created the lean content marketing handbook After 2 years of blogging on lean content marketing, we created a guide. We repurposed a dozen blog posts. Some of which we didn’t even write but contributors did. And asked influencers for comments / original quotes. Added just a minimum of original content. 90-page produced in less time than our previous ebook of 12 pages.
- 31. @gdecugis 31 Example: repurposeblog posts into an ebook After 2 years of blogging on lean content marketing, we created a guide. We repurposed a dozen blog posts. Some of which we didn’t even write but contributors did. And asked influencers for comments / original quotes. Added just a minimum of original content. 90-page produced in less time than our previous ebook of 12 pages.
- 32. @gdecugis 32 Lean contentmarketing = ROI More / better content Content production Content impact More from your content
- 33. @gdecugis 33 How toget more from your content?
- 34. @gdecugis 34 How toget more from your content? (without pay for play)
- 35. @gdecugis 35 5 waysto get more from results your content investment Focus on your content hub Don’t share content, promote it Get your team to share your content Don’t just promote, amplify! Content marketing automation
- 36. @gdecugis 36 Yes it’stempting to build on Medium, LinkedIn, etc… or syndicate content to existing blogs Publish to an existing audience Social discovery mechanisms No set-up / maintenance
- 37. @gdecugis 37 Remember whenFacebook told us: “who needs a website when they can have Facebook pages?”
- 38. @gdecugis 38 You canbootstrap on rented land but you need to build on your own website Publish to an existing audience Social discovery mechanisms No set-up / maintenance But No brand recognition for you No call to action / little conversion No SEO Dependency on their model (‘pay for play”)
- 39. @gdecugis 39 Focus onyour content hub
- 40. @gdecugis 40 Don’t sharecontent. Promote it. Share each new piece of content multiple times on multiple channels Source: http://marketingland.com/tweet-repeat-power-sharing-sharing-83050 “At my agency, we’ve set up multiple shares on all of our content for a long time now, and we almost always find that we get much more lifetime traffic for the content.” Mark Traphagen - @marktraphagen Sr Director of Online Marketing, Stone Temple
- 41. @gdecugis 41 Get yourteam to share your content
- 42. @gdecugis 42 Don’t justpromote. Amplify!
- 43. @gdecugis 43 Don’t justpromote. Amplify!
- 44. @gdecugis 44 Leverage contentmarketing automation Content discovery (inspiration, curation) Keyword research / discovery Real-time content audits Social media sharing promotion (scheduling, programming) Email newsletter creation Performance measurement / analytics Successful content identification / amplification
- 45. @gdecugis 45 Lean contentmarketing = ROI More / better content Strategize (list your audience’s questions) Research and ideate Curate content Repurpose content Co-create with contributors Content production Content impact More from your content Focus on your content hub Don’t share content, promote it Get your team to share your content Don’t just promote, amplify! Content marketing automation
- 46. @gdecugis 46 Thank you! GuillaumeDecugis Co-Founder & CEO Scoop.it More on lean content marketing on: http://blog.scoop.it