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Leaner, Better, Faster:
More impact with your content marketing
        the #leancontent way




     Presented by Arabell...
The Content Explosion

“Every two days we create as much
content as from the dawn of man up
to the year 2003.”
           ...
The Social Web is crowded.


 I’m talking to
      you!




                           I’m looking
                       ...
It’s hard to get heard!




                   @arabellatv | #leancontent4
It’s hard to be found.




                   @arabellatv | #leancontent5
The Challenge: Cutting through the clutter
                      Goal




       You




                                 ...
The Challenge: Cutting through the clutter
                                Visibility




               The Path:
       ...
How I got in front of you today:
A round about content career path.




                        @arabellatv | #leancontent8
I was born in the Philippines.




                      @arabellatv | #leancontent9
Raised in New Jersey.




                 @arabellatv | #leancontent0
                                          1
       ...
My first job out of college was writing
          about dead people.




                           @arabellatv | #leancon...
Then I moved to California to work as a
   web editor for The O.C. Register.




                           @arabellatv | ...
But then I moved to LA and interviewed
        business visionaries...




                          @arabellatv | #leanco...
And worked for a celebrity as a web
            producer.




                        @arabellatv | #leancontent4
        ...
Then I moved to San Francisco to build a
company that creates live video content
     for brands and organizations.




  ...
I did not know this was
   content marketing.




                   @arabellatv | #leancontent6
                         ...
I was confused because I wanted
         to be a media.




                      @arabellatv | #leancontent7
            ...
So, I got a job as a
conference producer. In Chicago.




                       @arabellatv | #leancontent8
             ...
The media was interviewing me.
       And it was fun.




                      @arabellatv | #leancontent9
              ...
But my heart was and is still
     in San Francisco.




                      @arabellatv | #leancontent0
               ...
So, I got a job with
San Francisco startup, Scoop.it,
   as a Marketing Director.




                       @arabellatv |...
(I’ve also interviewed this CEO before.
      Content win for professional
              development!)




               ...
But me, a marketer? I’m a journalist!




                          @arabellatv | #leancontent3
                          ...
But me, a marketer? I’m a journalist!
“Brands must become media to earn relevance.”
                      - Brian Solis, A...
Nowadays, brands must
produce good content.




                  @arabellatv | #leancontent5
                            ...
Nowadays, brands must
produce good content.
  But what IS good content?




                    @arabellatv | #leancontent...
Valuable to your audience




                   @arabellatv | #leancontent7
                                            2...
Consistent with your message




                     @arabellatv | #leancontent8
                                        ...
Dynamic: fresh and frequent




                    @arabellatv | #leancontent9
                                          ...
To summarize, good content is:

 Valuable to your audience

 Consistent with your message

 Dynamic: fresh and frequent...
To summarize, good content is:

 Valuable to your audience
                                    all!
                     ...
And, we can’t all send a man to space to
        create good content...




                           @arabellatv | #lean...
How can you create a content strategy
impact with limited time and resources?




                          @arabellatv | ...
Become a lean,
mean, content
producing
machine




    @arabellatv | #leancontent4
                             3
        ...
What is Lean Content?




                 @arabellatv | #leancontent5
                                          3
       ...
What is Lean Content?

Lean Startup Cycle




                        @arabellatv | #leancontent6
                        ...
What is Lean Content?

Lean Startup Cycle   Content Cycle




                         @arabellatv | #leancontent7
       ...
Some startup peeps practicing
        #leancontent




                     @arabellatv | #leancontent8
                  ...
What is Lean Content?

• Fast feedback loop: Build-Measure-Learn

• Scrappy: high impact with minimum
  resources

• Genui...
What is Lean Content?

“Like lean startup culture, the marketing sector
could learn a few things from smaller, nimble
mean...
5 steps to float like a butterfly...




                          @arabellatv | #leancontent
...and sting like a bee through
          #leancontent




                       @arabellatv | #leancontent
Step 1:
   Take the “marketing” out of your
      content marketing strategy




                          @arabellatv | #...
A high impact
content strategy is an
 integral part of your
  core business. Not
 just your marketing.




               ...
#leancontent tips from startup peeps...



             Leo Widrich, Co-founder, Buffer:
             • Show your passion ...
Step 2:
    Find the Engagement Sweet Spot by
 identifying at your core values and culture




                           ...
Engagement Sweet Spot:



Company Core
   Values




                 @arabellatv | #leancontent7
                        ...
Engagement Sweet Spot


                 Customer
Company Core   and Community
   Values         Interests




           ...
Engagement Sweet Spot


                       Customer
Company Core         and Community
   Values               Interes...
Engagement Sweet Spot


                                     Customer
           Company Core            and Community
   ...
Engagement Sweet Spot:


                                     Customer
           Company Core            and Community
  ...
Engagement Sweet Spot:
Yellow/Blue: Opportunity
           for
 strong sales messaging.
                                  ...
Engagement Sweet Spot:
Develop content around this.

                         Customer
  Company Core         and Communit...
#leancontent tips from startup peeps...


            Evan Hamilton, Head of Content
            and Community, UserVoice
...
Step 3:
  Use content curation to get you lean




                            @arabellatv | #leancontent5
               ...
Content Curator
“Someone who continually finds, groups, organizes and
shares the best and most relevant content on a sp...
Content Curation Strategy
1. Start with what you already do.
  What you consume
  What you consume
  What content do you a...
Content Curation Strategy
2. Organize your sources.




                            @arabellatv | #leancontent
Content Curation Strategy
3.
3 Identify a content hub.
      From              to   the rest of the social web!




      ...
Content Curation Strategy
1 Start from what you already do.
2 Organize your sources.

3 Identify your content hub.

4 Filt...
Content Curation Strategy
1 Start from what you already do.
2 Organize your sources.

3 Identify your content hub.
4 Filte...
Content Curation Strategy
1 Start from what you already do.
2 Organize your sources.

3 Identify your content hub.
4 Filte...
Content Curation Strategy
1 Start from what you already do.

2 Organize your sources.

3 Identify your content hub.

4 Fil...
#leancontent tips from startup peeps...



             Ashley Tate, Content Lead,
             SEOmoz
             • When...
Test ideas on appropriate
   curation platforms

•Entertainment   •Professional
 content          content
•Pinboard       ...
Step 4:
 Execute your content strategy quickly
 and fluidly without losing your focus.




                            @ar...
#leancontent tips from startup peeps...


             K. Tighe, Head of Content,
             TaskRabbit
             • T...
Create an editorial calendar.




                                68
Repurpose content and SHARE




                    @arabellatv | #leancontent9
                                          ...
Email is not dead!




                     70
Step 5:
  Use content to care for your
  communities of interest.




                             @arabellatv | #leancont...
Empower your community...

•Host events that
bring together your
communities of
interest

•Partner with other
brands that ...
Empower your community, and they will
    become your cheerleaders!




                         @arabellatv | #leanconten...
Thank you!
Please connect with me:
     Arabella Santiago
          Marketing and
     Communications Director,
          ...
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Content Marketing the #LeanContent Way

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(Originally delivered at http://marketingcampsf.org March 2013)

There's no secret that content marketing takes time, effort and resources, but content is also essential to a solid and well-rounded marketing strategy. Learn about #leancontent and the companies and brands that are practicing efficient and effective ways to produce, curate and share great ideas that help build your brand's voice.

This session will help you answer the following questions and have you apply #leancontent to help build your company's brand:

- Why a lean approach to content strategy?
- Why does great marketing encompass knowledge base building and sharing?
- Which brands are using #leancontent to gain more visibility on the web? How are they doing that?
- What are the best tools out there that can effectively discover, create, curate and share content?

About the speaker:

Arabella Santiago is the Marketing and Communications Director at Scoop.it. A journalist at heart, Arabella believes in the power of producing authentic content to develop, strengthen and market a brand. Currently, Arabella is the Director of Marketing and Communications at Scoop.it, a social media publishing platform that allows users to express themselves on topics that matter through idea discovery, content curation and social sharing. Prior to joining Scoop.it, she was the Executive Director of Techweek 2012 Chicago, the largest technology conference in the Midwest with over 5,000 participants. Arabella graduated with a degree in political science and English from Rutgers University. In her spare time, she enjoys cooking, writing and hiking beautiful Northern California.

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Content Marketing the #LeanContent Way

  1. Leaner, Better, Faster: More impact with your content marketing the #leancontent way Presented by Arabella Santiago, Scoop.it @arabellatv | @scoopit | #leancontent
  2. The Content Explosion “Every two days we create as much content as from the dawn of man up to the year 2003.” - Eric Schmidt, Google, in 2010 @arabellatv | #leancontent2
  3. The Social Web is crowded. I’m talking to you! I’m looking for you! @arabellatv | #leancontent
  4. It’s hard to get heard! @arabellatv | #leancontent4
  5. It’s hard to be found. @arabellatv | #leancontent5
  6. The Challenge: Cutting through the clutter Goal You 6
  7. The Challenge: Cutting through the clutter Visibility The Path: Content Strategy You 7
  8. How I got in front of you today: A round about content career path. @arabellatv | #leancontent8
  9. I was born in the Philippines. @arabellatv | #leancontent9
  10. Raised in New Jersey. @arabellatv | #leancontent0 1 10
  11. My first job out of college was writing about dead people. @arabellatv | #leancontent1 1 11
  12. Then I moved to California to work as a web editor for The O.C. Register. @arabellatv | #leancontent2 1 12
  13. But then I moved to LA and interviewed business visionaries... @arabellatv | #leancontent3 1 13
  14. And worked for a celebrity as a web producer. @arabellatv | #leancontent4 1 14
  15. Then I moved to San Francisco to build a company that creates live video content for brands and organizations. @arabellatv | #leancontent5 1 15
  16. I did not know this was content marketing. @arabellatv | #leancontent6 1 16
  17. I was confused because I wanted to be a media. @arabellatv | #leancontent7 1 17
  18. So, I got a job as a conference producer. In Chicago. @arabellatv | #leancontent8 1 18
  19. The media was interviewing me. And it was fun. @arabellatv | #leancontent9 1 19
  20. But my heart was and is still in San Francisco. @arabellatv | #leancontent0 2 20
  21. So, I got a job with San Francisco startup, Scoop.it, as a Marketing Director. @arabellatv | #leancontent1 2 21
  22. (I’ve also interviewed this CEO before. Content win for professional development!) @arabellatv | #leancontent2 2 22
  23. But me, a marketer? I’m a journalist! @arabellatv | #leancontent3 2 23
  24. But me, a marketer? I’m a journalist! “Brands must become media to earn relevance.” - Brian Solis, Altimeter Group @arabellatv | #leancontent4 2 24
  25. Nowadays, brands must produce good content. @arabellatv | #leancontent5 2 25
  26. Nowadays, brands must produce good content. But what IS good content? @arabellatv | #leancontent6 2 26
  27. Valuable to your audience @arabellatv | #leancontent7 2 27
  28. Consistent with your message @arabellatv | #leancontent8 2 28
  29. Dynamic: fresh and frequent @arabellatv | #leancontent9 2 29
  30. To summarize, good content is:  Valuable to your audience  Consistent with your message  Dynamic: fresh and frequent @arabellatv | #leancontent
  31. To summarize, good content is:  Valuable to your audience all! it ate re  Consistent with your message c lt to u ff ic ifresh and frequent  Dynamic: d ery V @arabellatv | #leancontent
  32. And, we can’t all send a man to space to create good content... @arabellatv | #leancontent2 3 32
  33. How can you create a content strategy impact with limited time and resources? @arabellatv | #leancontent3 3 33
  34. Become a lean, mean, content producing machine @arabellatv | #leancontent4 3 34
  35. What is Lean Content? @arabellatv | #leancontent5 3 35
  36. What is Lean Content? Lean Startup Cycle @arabellatv | #leancontent6 3 36
  37. What is Lean Content? Lean Startup Cycle Content Cycle @arabellatv | #leancontent7 3 37
  38. Some startup peeps practicing #leancontent @arabellatv | #leancontent8 3 38
  39. What is Lean Content? • Fast feedback loop: Build-Measure-Learn • Scrappy: high impact with minimum resources • Genuine: Created from core values with the human touch @arabellatv | #leancontent9 3 39
  40. What is Lean Content? “Like lean startup culture, the marketing sector could learn a few things from smaller, nimble means of spreading the word about a great new product...Blasting out a brand message doesn’t work if the underlying claim or value proposition is bupkis.” - As reported by J.D. Lasica, Social Media Biz @arabellatv | #leancontent0 4 40
  41. 5 steps to float like a butterfly... @arabellatv | #leancontent
  42. ...and sting like a bee through #leancontent @arabellatv | #leancontent
  43. Step 1: Take the “marketing” out of your content marketing strategy @arabellatv | #leancontent3 4 43
  44. A high impact content strategy is an integral part of your core business. Not just your marketing. @arabellatv | #leancontent4 4 44
  45. #leancontent tips from startup peeps... Leo Widrich, Co-founder, Buffer: • Show your passion and culture in your content • Traditional marketing doesn’t always work in the startup world @arabellatv | #leancontent5 4 45
  46. Step 2: Find the Engagement Sweet Spot by identifying at your core values and culture @arabellatv | #leancontent6 4 46
  47. Engagement Sweet Spot: Company Core Values @arabellatv | #leancontent7 4 47
  48. Engagement Sweet Spot Customer Company Core and Community Values Interests @arabellatv | #leancontent8 4 48
  49. Engagement Sweet Spot Customer Company Core and Community Values Interests Internal Team Interests @arabellatv | #leancontent9 4 49
  50. Engagement Sweet Spot Customer Company Core and Community Values Interests Internal Team Interests Opportunity for workforce development @arabellatv | #leancontent0 5 50
  51. Engagement Sweet Spot: Customer Company Core and Community Values Interests Internal Team Interests Opportunity for Opportunity for workforce development personal branding @arabellatv | #leancontent1 5 51
  52. Engagement Sweet Spot: Yellow/Blue: Opportunity for strong sales messaging. Customer Company Core and Community Values Interests Internal Team Interests Blue/Red: Opportunity for Red/Yellow: Opportunity for workforce development personal branding @arabellatv | #leancontent2 5 52
  53. Engagement Sweet Spot: Develop content around this. Customer Company Core and Community Values Interests Internal Team Interests @arabellatv | #leancontent3 5 53
  54. #leancontent tips from startup peeps... Evan Hamilton, Head of Content and Community, UserVoice • Build trust and loyalty by providing extra value with your content. • Shameless self promotion is one of the easiest ways to lose the trust of your audience. @arabellatv | #leancontent4 5 54
  55. Step 3: Use content curation to get you lean @arabellatv | #leancontent5 5 55
  56. Content Curator “Someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.” - Rohit Bhargava, Ogilvy “Curators turn information into knowledge: we give context to content.” - Guillaume Decugis, Scoop.it @arabellatv | #leancontent
  57. Content Curation Strategy 1. Start with what you already do. What you consume What you consume What content do you already read? What do you share on Twitter and other What content do you already read? What do you share on Twitter and other social networks? What do you email? social networks? What do you email? Type of content Type of content Articles, blog posts, events, videos, presentations, etc. Articles, blog posts, events, videos, presentations, etc. Curation format Curation format Magazine, story, pin board, multimedia channel, etc. Magazine, story, pin board, multimedia channel, etc. @arabellatv | #leancontent
  58. Content Curation Strategy 2. Organize your sources. @arabellatv | #leancontent
  59. Content Curation Strategy 3. 3 Identify a content hub. From to the rest of the social web! @arabellatv | #leancontent
  60. Content Curation Strategy 1 Start from what you already do. 2 Organize your sources. 3 Identify your content hub. 4 Filter with purpose. @arabellatv | #leancontent
  61. Content Curation Strategy 1 Start from what you already do. 2 Organize your sources. 3 Identify your content hub. 4 Filter with purpose. 5 Add your point of view. @arabellatv | #leancontent
  62. Content Curation Strategy 1 Start from what you already do. 2 Organize your sources. 3 Identify your content hub. 4 Filter with purpose. 5 Add your point of view. 6 Measure your impact. @arabellatv | #leancontent
  63. Content Curation Strategy 1 Start from what you already do. 2 Organize your sources. 3 Identify your content hub. 4 Filter with purpose. 5 Add your point of view. 6 Measure your impact. 7 Build your communities of interest. @arabellatv | #leancontent
  64. #leancontent tips from startup peeps... Ashley Tate, Content Lead, SEOmoz • When you’re running lean, the best way to find content is to look at what already exists • Measure and keep what works @arabellatv | #leancontent4 6 64
  65. Test ideas on appropriate curation platforms •Entertainment •Professional content content •Pinboard •Custom topic page •Social media •Video content chatter •Channel •Embeddable story 65 @arabellatv | #leancontent 65
  66. Step 4: Execute your content strategy quickly and fluidly without losing your focus. @arabellatv | #leancontent6 6 66
  67. #leancontent tips from startup peeps... K. Tighe, Head of Content, TaskRabbit • Think about how to repurpose each piece of content before you build • Each piece of content should support that big idea in some way. @arabellatv | #leancontent7 6 67
  68. Create an editorial calendar. 68
  69. Repurpose content and SHARE @arabellatv | #leancontent9 6 69
  70. Email is not dead! 70
  71. Step 5: Use content to care for your communities of interest. @arabellatv | #leancontent1 7 71
  72. Empower your community... •Host events that bring together your communities of interest •Partner with other brands that help spread your message @arabellatv | #leancontent2 7 72
  73. Empower your community, and they will become your cheerleaders! @arabellatv | #leancontent3 7 73
  74. Thank you! Please connect with me: Arabella Santiago Marketing and Communications Director, Scoop.it arabella@scoop.it www.scoop.it @scoopit @arabellatv #leancontent @arabellatv | #leancontent
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(Originally delivered at http://marketingcampsf.org March 2013) There's no secret that content marketing takes time, effort and resources, but content is also essential to a solid and well-rounded marketing strategy. Learn about #leancontent and the companies and brands that are practicing efficient and effective ways to produce, curate and share great ideas that help build your brand's voice. This session will help you answer the following questions and have you apply #leancontent to help build your company's brand: - Why a lean approach to content strategy? - Why does great marketing encompass knowledge base building and sharing? - Which brands are using #leancontent to gain more visibility on the web? How are they doing that? - What are the best tools out there that can effectively discover, create, curate and share content? About the speaker: Arabella Santiago is the Marketing and Communications Director at Scoop.it. A journalist at heart, Arabella believes in the power of producing authentic content to develop, strengthen and market a brand. Currently, Arabella is the Director of Marketing and Communications at Scoop.it, a social media publishing platform that allows users to express themselves on topics that matter through idea discovery, content curation and social sharing. Prior to joining Scoop.it, she was the Executive Director of Techweek 2012 Chicago, the largest technology conference in the Midwest with over 5,000 participants. Arabella graduated with a degree in political science and English from Rutgers University. In her spare time, she enjoys cooking, writing and hiking beautiful Northern California.

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