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When branded content is done well, it's hard to argue against making room for it in your company's ad budget.
When you do it right, you'll end up saving money on advertising, SEO, and content marketing.
Are you sure you want to delete this scoop?
efficient use of content with the minimum
use of resources.
You've heard it before: you need a content strategy. But how can you make it impacting without huge budgets and resources?
After having initiated and run #leancontent meetups for more than a year with great speakers in San Francisco and New York City to explore that topic, we've put together the first framework for Lean Content by trying to regroup the key ideas that were discussed.
Please add to the conversation by submitting your ideas and join the #leancontent movement!
Le lean est partout / lean is everywhere
“Nobody cares about your products and services except you and the others in your organization,” writes David Meerman Scott, author of The New Rules for Marketing and PR. “What your buyers do care about are themselves. And they care a great deal about solving their problems (and are always on the lookout for a company that can help them do so). The good news for smart marketers is that this knowledge has the potential to make you many times more successful.”
A perfect definition of Content Marketing and why it works. Now to achieve that, an interesting lean content strategy is to leverage influencers in your space to contribute to your blog. Here's why and how.
What's your lean content definition? Not sure? Here are 23 definitions of lean content by content marketing experts to help guide you.
Interesting round-up by Heidi Cohen on what lean content means to various social media and content experts (including yours truly).
Interestingly, some define lean content as content that is short while others define it as we do by enlarging the idea of lean to the whole content process: practices, techniques and workflows to do more with less when it comes to publishing content.
Maximum impact within a given set of resources.
But behind the differences, it's awesome for us to see so many experts join the discussion (this movement as @Martin (Marty) Smith put it) and embrace lean content as a key concept for the future of content strategies.
Join us too!
And if you're in SF (or NYC), this can be meant literally as we have meetup groups: meetup.com/leancontent (and http://www.meetup.com/lean-content-NYC).
Thanks For The Movement MentionAppreciate Guillaume's note. I remember calling his first Lean Content posts a "Movement". I was thinking about how marketing was changing. One BIG changed was/is how important LOVE is now. You can't create love with a boring, business as usual approach. Brands are under attack. "Clean Slate" brands are invading and they have nothing to lose. Brands can't assume yesterday's love translates. Many brands continue to approach business as usual. Problem is they speak about themselves to themselves (more and more). Have relevant conversations or die!Lean Content starts relevant. Lean content grows more relevant WITH its consumption. The bond between brands and their advocates and "lovers" must grow over time. There is no "dead net neutral" in content marketing and the new SEO. You gain or lose. Every minute of every day your brand, content marketing and websites are gaining or losing traffic, advocates, support and conversion. 365/24/7 the game that never ends is HAPPENING and your relationship to it is improving or eroding (period full stop).The reason understanding and joining the Lean Content Movement is so important is well defined by these 22 IMers, so a #mustread.
hat tools do you Last week, Scoop.it released the official #leancontent framework. The lean content ideology addresses the issue of knowing a content strategy is necessary but not having enough money to send a man into space a la RedBull; content strategy for the rest of us, if you will. There are many components of developing a successful and impacting lean content strategy, including testing different types of content, repurposing content for various platforms, building a community contribution program, and curating existing content.
What tools do you use to keep your content strategy lean?
In conjunction with Social Media Week NYC, Scoop.it's Ally Greer spoke to attendees and content marketers about the #leancontent methodology and how to use curation to jumpstart a business.
On Wednesday, I hosted a Social Media Week to discuss the #leancontent framework and some tips on how to use curation to jumpstart a business / content marketing strategy.
For the first half of the talk, we went through the ideas behind information overload, lean content (leverage, experiment, automate, measure) and how finding ways to make an impact without spending loads of time and money can help further a brand and/or business.
Secondly, we went through the seven parts of a lean content curation strategy:
1. Content discovery: finding the right content to share with your audience.
2. Website hosting and integration: finding a place for your content to live online and be indexed in search.
3. Scheduling: spending a small amount of time setting up the rest of your day, then adopting the "set it and forget it" mentality.
4. Analytics: understanding your unique audience.
5. Team curation: involving the rest of your company in content creation and offloading resposibilities.
6. Distribution: making sure all of your audiences (on different platforms) see your content. Automate this process with tools like Scoop.it
7. Increased visibility: if you aren't posting, someone else will be.
Have questions about lean content marketing, curation, or the future of content marketing? Ask in the comments!
More validation as to why I am using curation. Thanks Scoop.it #curation#contentmanagement+
Cтратегия скупого курирования:
1. Найти правильный контент, чтобы поделиться с аудиторией.
2. Запустить сайт + интегрировать в соц.сети - обеспечить прямой эфир + индексацию в поиске.
3. Планировать быстро: "настроил и забыл".
4. Аналитика: понимать свою уникальную аудиторию.
5. Команда курирования: с участием остальной части вашей компании в области создания контента и публикации оного.
6. Распространение: убедиться, что вся ваша аудитории (на разных платформах) видит ваш контент..Автоматизировать процессы с инструментами, как Scoop.it
7. Увеличивать видимость: публиковать и публиковать.
Would you like to speed up your content creation process, while concurrently making it more relevant to your audience?
While Google still loves long-form magazine style content, it is certainly better to create short form content than nothing at all.
However, instead of considering short-form content a compromise, recognize it for what it is. This is a win-win for your business and its on-the-go audience that often only has time for a snack.
It’s no coincidence that the fastest growing social media channels are those that deliver the bite-sized content that active people crave. For businesses, we’re talking about Instagram, Pinterest, and Vine.
Short form or Lean Content can have additional benefits for your business when done correctly.
From the article
Additional Benefits of Short Form Content
Do a little each day and it can take you a long way-
As a platform that helps people, businesses or organizations with their content strategy, it’s always been natural for us to use content ourselves in our communication. For a lot of companies – including Scoop.it – communicating through content means having several distribution channels – including email – and today we’d like to share a few things we’ve learned using email newsletters as a content marketing distribution mechanism.
Email is one of these distribution channels which can consume a lot of time and have unpredictable results. At Scoop.it we wanted to experiment with it and adjust our efforts to it in the spirit of lean content. So here's what we learned.
If email is not an essential part of your content marketing mix, you're missing out. Here's why and how we found we could use as part of ours at Scoop.it.
Wow! Votre infolettre ne vous donne pas les résultats escomptés? Lisez sans faute cette chronique.
Learn how to create an engaging blog series with these useful tips!
A great way to spread out your content over a few weeks is to create a blog series! This will force you to fully think and plan out your idea, as well as to publish at least once a week. :-)
Further, it's a great opportunity to link back to previous posts on your blog as well as to leave the readers wanting more and increase the changes of their return.
Useful piece for first-timers. Content is a form of re-framing. Take an idea, nail it to the wall, then walk around it looking at it from different directions and angles.
Time is a great 'frame' for any topic - what was this topic like before, what is it like now, what do you think it will be like in the future.
Imagine the topic as it might appear to different people in different roles. This can be how you imagine it from their perspective.
The other great idea is to ask 3 or 4 other people what they think and share that also. They can be people in other roles in your company, partners or providers or channels or suppliers. Most 'experts' are happy to invest 5-10 minutes sharing their thoughts.
Content for me is playing with perspectives.
Organizar un serial de posts basado en un tema ayuda a mantener al auditorio enganchado y a revisar blogs pasados. Muy útil para generar retorno.
Keeping content fresh, exciting and bringing back visitors is a challenge for all businesses. Startups, government bodies and Fortune 500 companies all struggle
Building lean content strategy involves more than just the content you post to your website or blog. You must also think of your distribution channels, using social media and sites like Scoop.it can help to increase the amount of readers and in turn sharing you get for your content.
Alcuni consigli su come utilizzare al meglio il #contentmarketing per gestire la promozione della propria azienda online.
#1 'Write your headlines last" thought provoking
hospital content is key to patient engagement and wellneess
Plenty of media professionals like to get down on BuzzFeed for providing what they see as "lowest common denominator" types of content. And with post titles like, "'Men in Black' is the Only Movie That Truly Understands Your Hangover Right Now," I don't think anybody's arguing that the site's a frontrunner for any major journalistic integrity awards.
But the site receives an average of 40 million unique visitors a month. Yes, that many. That should be enough to make all website owners stand up and take notice. Something in the site's formula is resonating with online visitors across nearly all demographics.
What kind of lessons about blogging can you derive from this "listicle" driven media powerhouse? Here are five:
An interesting article that can help your lean content strategy and maximizing your content for traffic building.
here's a good list for all you bloggers out there
Great tips in this article and definitely something to think about when developing blog content strategy.
The goal of social media should be to increase the number of different ways your brand is connected to every single person that cares about you. This is a touchpoint corral.
In this post Jay talks about how distribution needs to play a key part in your content marketing strategy.
He uses his own blog which has received 864,000 unique visitors in the last 365 days, but even his most popular post is only been viewed 49,000 times or 5.6% of his total annual audience.
As you are building your lean content marketing strategy do not overlook your distribution channels. Determine where your audience hangs out, is it on Facebook, YouTube, LinkedIn, Twitter, or should you be posting on Pinterest? In many cases your audience itself will be on a number of channels, and you will need to tailor your content to each channel. eg Using storytelling images on Pinterest
I love marketing if not only for the jargon and names we give things - Touchpoint Corral - we all should simplify and keep conversations and messages jargon free - but us marketers are the worst when speaking with each other for TWAs and buzz words!
I'm always looking for ways to use Web 2.0 tools better.
Blogging is a pain point for many startups and small teams because it takes a lot of time and effort. This presentation shows how Scoop.it and lean content can help a startup get noticed, build thought leadership and engage communities without having to blog.
This is what I need.
Lehen zatia ondo dago sarean egoteko arrazoiak ematen dituelako, baina bigarrenenean sccop.it-en marketing egiten du.
very helpful for micropreneurs who have way enough to do already (like the rest of us)
Below is virtually every useful tid bit I’ve learned about content marketing and producing shareable content.
Although a list of 97 things is hardly lean, these little tidbits could make a difference in your content strategy.
Content Marketing Tips for Launching a New Product by Guy Kawasaki
Interesting insight from Guy, building content for a new product using content curation. Guy is known for pushing his lean content to the masses.
I would say it doesn't have to take a year to build a quality content platform for SM before launch. With good planning and a calendar it could be done it 6 months.
I agree with his point about "earning the right to pitch your product" in groups and forums.
Brian Yanish's comments:
This video covers many tips to help not only Startups, but any business that wants to develop a lean content strategy.
1. Identify The Customer
2. Run Experiment
3. Build a Minimum Viable Product
4. Be Versatile
Entrepreneurs and small and medium business owners are primed to provide useful information to their customers in a deeper and more engaging way.
Jim Joseph is launching a new series on Entrepreneur.com investigating the content marketing techniques of the bigger brands of the world and applying them to smaller businesses.
Smells like #leancontent to me!
Content marketing is a noisy world now. You must create EPIC content marketing to win. Here are 5 EASY Steps to begin your EPIC content journey.
This post by @Martin (Marty) Smith takes into consideration a lot of the ideas of lean content, as he has crafted some content marketing tips based upon the ideas of Eric Reis's Lean Startup.
My favorite tip, one that Marty talks about often, is COPE, or create once publish everywhere, which is a huge part of the lean content methodology. One thing that I'd add to make this description a little more detailed is not only to publish the same content everywhere, but to adapt it to the place to which you're going to post it. This diversifies the content and not only allows higher distribution but adds value in multiple ways!
Also, thanks for the Scoop.it mention, Marty!
#SocialMediaTools #DIYSEO #Nine0Media
Business owners and marketers are under such time pressure. How can they have an effective web presence and keep the business going at the same time? This guide provides helpful tips to keep the content flowing when time is short
A well-thought writing process
Microblogging is a great way to generate content on a short term scale and stay visible to your audience,
I am a Twitter fan and have sent out more than 20,000 Tweets to date.To get more followers you want to microblog good content and mention others as well as use relevant #hashtags to track the conversations.What I have learned most recently by curating , creating, and sharing content is that there will be many people who understand that to scale this social participation requires sending out lots of Tweets and I am totally happy with the un-follows as much as the follows because those who want my help and like what I am about and have to offer will be there with me and those who don't can find the groups they want to be part of or none at all. I know what it's like in the real world to have fans from being a television producer and building an audience from scratch. My microblogging is authentic and I don't buy followers. It's impossible to recognize and promote hundreds of people without sending out lots of Tweets, especially if you want to give them Klout or Kred. I am dedicated to moving the needle of online influence and this means lots of participating online especially with microblogging such as Twitter. I welcome more followers on Twitter at Successipes and in knowing more about what you are doing that is awesome so I can share it with the world. Your online friend and "Princess of Curation," Lori Wilk
Are you trying to gain visitors to your site? Here are some ideas.
The “trending topics” section on Twitter has always been a fascinating example of virality to me. Sometimes, you get the weirdest combination of stuff (Pandora, women, and Christmas?)
While it isn't advisable to "hijack" popular hashtags just beacuse they are trendig, there is absolutely nothing wrong with "riding the wave" and reacting to what's currently going on in the world.
Being reactive is a huge part of being lean - having someone who is able to think on their feet and produce something quickly but still of quality is a great asset and an important part of a lean content strategy.
If you can find a way to relate current trends to your editorial line/brand messaging while still providing value, go for it!
According to many of the articles I've read , one way to increase traffic to your blog is to incorporate immediately writing about trending topics. The best way to test this out is to do for a month and see what happens. This article talks about the virality of trending topics.
2014 is said to be the year of the trend.
When Rand Fishkin joked that everyone is caught in the middle of a content arms race, we knew that he wasn’t kidding.
Some great tips for content curation.
Content curation makes it easier and faster to get more content out to your audience than trying to write it all. You can do in seconds what would take you hours to make yourself and have high-quality content to share with your audience.
Thorough and clear explanation of what Content Curation is all about.
la curación de contenidos es imprescindible con los cambios de algoritmo de google
Small and mid-size businesses (SMBs) massively use social media as a digital marketing tactic. But at Scoop.it we wanted to understand: how do they use social media? What are their key opportunities?
While some people say content is king, more and more are also saying distribution is queen (and some say she actually wears the pants). The study of more than 3,000 US SMBs that we led at Scoop.it made us realize how much ignored some distribution opportunities are for businesses that don't have huge budgets and need to be focused.
When you already struggle to maintain and update a Facebook page and a Twitter account, how can you have time for LinkedIn, Google+ etc...?
A lot of people will recommend to carefully think your strategy and decide which social network is good for you. This is great advice but how can you know for sure before trying it out?
I think there's another approach to this. A #leancontent approach which consists of simplifying the ROI equation by making the investment minimal. By integration on content curation in your content mix and by using cross-posting techniques (such as what we just enabled in Scoop.it with LinkedIn Company Pages), you can effectively test whether such or such social network destination works out.
And who knows? You might discover you not only have to be everywhere but also that you can be.
People are 50% more likely to purchase from a company they interact with on LinkedIn. While Facebook pages have been the priority to a lot of companies, LinkedIn is a great way to generate demand and leads through content - especially for B2B marketers.
This is a study on what's missing to SMBs to achieve that and how to fix the content problems they have in an efficient way.
It is also important that you don’t discount the value of content curation in this situation. You can take valuable content and test it out with your audience without too much effort at all. That doesn’t mean that you don’t have to come up with original content as well. You can share a combination of the two.
It's great to see the idea of Lean Content spread over the Web in general and to content marketers in particular.
Carolyn Cohn lists a number of practices and techniques to iterate on your content strategy and make it lean. Going through cycles of iteration helps identify the valuable stuff, the pain points and the ROI. Among this techniques, she mentions content curation as a good way to get started and we couldn't agree more: before making an investment to create massive amount of content on a certain area, a pragmatic design-to-cost approach can be to curate content and see what resonates with your target audience.
We're a big fan of the idea of lean content for any type of content strategies - including of course content marketing. The idea that you have to plan and budget everything for 6 or 12 months, come out with a hit/miss perfect solution without any possibility of ongoing improvement is just dated in a worls of rapid changes and social media. Among these lean content techniques, content curation plays an important roles - in particular when taregting a new audience or covering a new topic as Carolyn Cohn mentions in this post.
In this round up, we are presenting for you some useful cheatsheets and infographics for social media marketers especially. These infographics and cheatsheets will help you learn more about trends in social media and how you can give your brand an increased exposure and let your message spread all over the world. Enjoy...
My favorite cheat sheet infographic shows image dimensions for social network profiles.
I love useful cheat sheets!
Really nice info graphic showing how internet marketing works as a tactic of branding
Most of us need lots of help so these tools are appreciated.With new social media platforms launching all the time, it's hard to stay on top of all of your online participation.
How To Execute A Content Marketing Plan With A Small Budget http://t.co/jQ01DfOQfn via @SteamFeedcom
Winning social media content:
a must do when you have no moolah
Good advice for small business clients!