The document discusses a Lean Startup Seattle meetup hosted by Kelsye Nelson and Misty Weaver about content strategy. It provides tips on listening to audiences using social media to understand their pains and interests. It also discusses processes for brainstorming, creating, editing, and publishing content on a consistent schedule to meet business goals and address audience needs. The meetup covers best practices for developing titles, summaries, headlines and applying topics/hashtags for social media.

1. Kelsye Nelson @kelsye
Misty Weaver @meaningmeasure
Lean Startup Seattle
http://www.meetup.com/Lean-Startup-Seattle/
@LeanStartupSEA
#LeanStartupSEA
@kelsye
@meaningmeasure

2. Kelsye Nelson
 Co-founder of Writer.ly


@LeanStartupSEA #LeanStartupSEA
@kelsye
Misty Weaver
 Content Strategist
 Lecturer, UW iSchool

@meaningmeasure

4. “Useful, usable content is a
process, not a product. It needs
people who are responsible for
ongoing, editorial oversight.
Set standards to inform
changes and inspire growth.”
– From Content Strategy for the Web by Kristina
Halvorson
@LeanStartupSEA
#LeanStartupSEA
@kelsye
@meaningmeasure

5. Credible
 Clear
 Consistent

@LeanStartupSEA
#LeanStartupSEA
@kelsye
@meaningmeasure

6. Business goals
 Audience pains and passions
 Systems and Channels

@LeanStartupSEA
#LeanStartupSEA
@kelsye
@meaningmeasure

7. @LeanStartupSEA
#LeanStartupSEA
@kelsye
@meaningmeasure

8. 
Social media is a great way to listen
Audience pain and passions
 What channels they use
 What terms they use

The Hummingbird Effect
@LeanStartupSEA
#LeanStartupSEA
@kelsye
@meaningmeasure

9. Process for listening
 Rhythm for writing
 System for keeping on schedule

@LeanStartupSEA
#LeanStartupSEA
@kelsye
@meaningmeasure

10. @LeanStartupSEA
#LeanStartupSEA
@kelsye
@meaningmeasure

11. • Brainstorm
• Create
• Edit/Optimiz
e
• Publish
@LeanStartupSEA
#LeanStartupSEA
@kelsye
@meaningmeasure

12. @LeanStartupSEA
#LeanStartupSEA
@kelsye
@meaningmeasure

13. What titles can you generate?
 How would you write a short summary (snippet)?
 What short headlines would you create for social
media channels?
 Are there topics, keywords or hashtags you’d
apply?

@LeanStartupSEA
#LeanStartupSEA
@kelsye
@meaningmeasure

14. Local Resources
Content Strategy Seattle Meetup - http://www.meetup.com/Content-Strategy-Seattle/
Writer.ly - https://www.writer.ly/home
Distilled - http://www.distilled.net/blog/
Portent - http://www.portent.com/blog/
Books and Marketing Blogs
Content Strategy for the Web - http://contentstrategy.com/
Content Marketing Institute - http://contentmarketinginstitute.com/
HubSpot - http://blog.hubspot.com/
@LeanStartupSEA
#LeanStartupSEA
@kelsye
@meaningmeasure