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




     Presented by Arabella Santiago, Scoop.it
        @arabellatv | @scoopit | #leancontent
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
The Social Web is crowded.


 I’m talking to
      you!




                           I’m looking
                             for you!




                    @arabellatv | #leancontent
It’s hard to get heard!




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




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




       You




                                        6
The Challenge: Cutting through the clutter
                                Visibility




               The Path:
             Content Strategy




       You




                                             7
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
                                          10
My first job out of college was writing
          about dead people.




                           @arabellatv | #leancontent1
                                                    1
                                                    11
Then I moved to California to work as a
   web editor for The O.C. Register.




                           @arabellatv | #leancontent2
                                                    1
                                                    12
But then I moved to LA and interviewed
        business visionaries...




                          @arabellatv | #leancontent3
                                                   1
                                                   13
And worked for a celebrity as a web
            producer.




                        @arabellatv | #leancontent4
                                                 1
                                                 14
Then I moved to San Francisco to build a
company that creates live video content
     for brands and organizations.




                           @arabellatv | #leancontent5
                                                    1
                                                    15
I did not know this was
   content marketing.




                   @arabellatv | #leancontent6
                                            1
                                            16
I was confused because I wanted
         to be a media.




                      @arabellatv | #leancontent7
                                               1
                                               17
So, I got a job as a
conference producer. In Chicago.




                       @arabellatv | #leancontent8
                                                1
                                                18
The media was interviewing me.
       And it was fun.




                      @arabellatv | #leancontent9
                                               1
                                               19
But my heart was and is still
     in San Francisco.




                      @arabellatv | #leancontent0
                                               2
                                               20
So, I got a job with
San Francisco startup, Scoop.it,
   as a Marketing Director.




                       @arabellatv | #leancontent1
                                                2
                                                21
(I’ve also interviewed this CEO before.
      Content win for professional
              development!)




                           @arabellatv | #leancontent2
                                                    2
                                                    22
But me, a marketer? I’m a journalist!




                          @arabellatv | #leancontent3
                                                   2
                                                   23
But me, a marketer? I’m a journalist!
“Brands must become media to earn relevance.”
                      - Brian Solis, Altimeter Group




                                   @arabellatv | #leancontent4
                                                            2
                                                            24
Nowadays, brands must
produce good content.




                  @arabellatv | #leancontent5
                                           2
                                           25
Nowadays, brands must
produce good content.
  But what IS good content?




                    @arabellatv | #leancontent6
                                             2
                                             26
Valuable to your audience




                   @arabellatv | #leancontent7
                                            2
                                            27
Consistent with your message




                     @arabellatv | #leancontent8
                                              2
                                              28
Dynamic: fresh and frequent




                    @arabellatv | #leancontent9
                                             2
                                             29
To summarize, good content is:

 Valuable to your audience

 Consistent with your message

 Dynamic: fresh and frequent



                         @arabellatv | #leancontent
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
And, we can’t all send a man to space to
        create good content...




                           @arabellatv | #leancontent2
                                                    3
                                                    32
How can you create a content strategy
impact with limited time and resources?




                          @arabellatv | #leancontent3
                                                   3
                                                   33
Become a lean,
mean, content
producing
machine




    @arabellatv | #leancontent4
                             3
                             34
What is Lean Content?




                 @arabellatv | #leancontent5
                                          3
                                          35
What is Lean Content?

Lean Startup Cycle




                        @arabellatv | #leancontent6
                                                 3
                                                 36
What is Lean Content?

Lean Startup Cycle   Content Cycle




                         @arabellatv | #leancontent7
                                                  3
                                                  37
Some startup peeps practicing
        #leancontent




                     @arabellatv | #leancontent8
                                              3
                                              38
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
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
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 | #leancontent3
                                                   4
                                                   43
A high impact
content strategy is an
 integral part of your
  core business. Not
 just your marketing.




                         @arabellatv | #leancontent4
                                                  4
                                                  44
#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
Step 2:
    Find the Engagement Sweet Spot by
 identifying at your core values and culture




                              @arabellatv | #leancontent6
                                                       4
                                                       46
Engagement Sweet Spot:



Company Core
   Values




                 @arabellatv | #leancontent7
                                          4
                                          47
Engagement Sweet Spot


                 Customer
Company Core   and Community
   Values         Interests




                    @arabellatv | #leancontent8
                                             4
                                             48
Engagement Sweet Spot


                       Customer
Company Core         and Community
   Values               Interests




          Internal Team
             Interests




                          @arabellatv | #leancontent9
                                                   4
                                                   49
Engagement Sweet Spot


                                     Customer
           Company Core            and Community
              Values                  Interests




                        Internal Team
                           Interests
   Opportunity for
workforce development
                                        @arabellatv | #leancontent0
                                                                 5
                                                                 50
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
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
Engagement Sweet Spot:
Develop content around this.

                         Customer
  Company Core         and Community
     Values               Interests




            Internal Team
               Interests




                            @arabellatv | #leancontent3
                                                     5
                                                     53
#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
Step 3:
  Use content curation to get you lean




                            @arabellatv | #leancontent5
                                                     5
                                                     55
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
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
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!




                                      @arabellatv | #leancontent
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
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
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
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
#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
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
Step 4:
 Execute your content strategy quickly
 and fluidly without losing your focus.




                            @arabellatv | #leancontent6
                                                     6
                                                     66
#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
Create an editorial calendar.




                                68
Repurpose content and SHARE




                    @arabellatv | #leancontent9
                                             6
                                             69
Email is not dead!




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




                             @arabellatv | #leancontent1
                                                      7
                                                      71
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
Empower your community, and they will
    become your cheerleaders!




                         @arabellatv | #leancontent3
                                                  7
                                                  73
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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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