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By: Andaiye Taylor, NewsCred Contributor –Content marketing has caught fire recently as an effective marketing strategy for B2B brands. Initially, it’s common for brands to focus exclusively on the content creation process.
It can be difficult to prove the ROI of content marketing, as it doesn't necessarily always lead directly to profit. With that in mind, though, a good content marketing strategy creates audience actions that in turn lead to conversions.
The lean content methodology is based upon heavily testing what works and what doesn't. It's safe to say that the items on this list are a great way to form the basic metrics that will eventually make up your measurement strategy.
From increased number of website visits and thought leadership to subscriptions and engagement, if your content strategy is producing any of these basic results, you're likely on the right track.
Are you sure you want to delete this scoop?
If your marketing content is leading to conversations you are in the right track. Lean content is still related to try and error experiments, but ROI from it is much clearer that the one of outbound tactics.
I have got my ideas through this post. Go get your own. A great read!
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
Content Repurposing – Updating or changing content into a different form than the original to serve a different audience or the same audience differently.
When I started to publish content, I felt frustrated that it didn't have the impact I wanted. I had spent hours, sometimes day on trying to get thoughts, data and examples together and when hitting publish, the post only lasted for a few minutes before being drowned in the social media flow.
Several techniques like the ones Lee Odden mentions here addressing just that and prevents your content from "melting like wet snow as soon as it hits the ground".
A couple of years ago at Ad:Tech in San Francisco, I was lucky enough to score an interview with one of the smartest content marketers on the planet. Rebecca Lieb is an analyst at the Altimeter Group and author of Content Marketing. I asked her, “What’s your number one tip for companies who are struggling to produce enough content?”
This is obviously an old post but one that I really wanted to share on this topic as an essential Lean Content technique: repurposing content.
Jason Miller does a great job at building on and summarizing Rebecca Lieb's great advice for content marketers who should think of their content as a thanksgiving turkey that you can "slice and dice this thing for weeks on end."
On our end, we've been experimenting with that technique a lot, sharing results on how this worked for us when using SlideShare as a way to repurpose some of our written content.
Enjoy the meal!
Dave Paradi, respected presentation coach and PowerPoint expert, explains how you should approach turning a written piece of content into a SlideShare deck.
Great tips on turning written blogposts into presentations on SlideShare. Not only does this help create a new piece of content, but it also makes your message more visual and shareable.
We've seen lots of success with SlideShare as a visual blog and highly recommend it!
This is a great piece on repurposing content. I love SlideShare for this purpose. Not only can it add a more interesting visual element to the blog post when you embed the presentation, but it puts your ideas on a new platform.
Want to improve your printed and online content? Chop these words -- mercilessly.
Keep it Lean and Real!!!
Be direct, be short, be specific #communication
Great little video. Need to check this out if you write anything serious at all.
How the Lean Startup can help us produce better content quicker and cheaper.
Here's a summary of a talk presented by Tom Hewitson at the London Agile Content meetup.
He does a great job relating the lean startup methodology to content strategy and I'm super excited to see the ideas spreading across the ocean!
Rapid creation, curation, collaboration... the goal is product content quick! Love it!
Lean is always better; except for Kobe Beef, but in business fat is so 90's! This article is a good share.
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. Working with a lean content methodology for almost an entire year has allowed me to discover many useful tools to ensure that your content comes with both the lowest cost and highest impact possible, and I’d like to share some of them with you.
What tools do you use to keep your marketing lean?
There are a lot of useful tools to help your content marketing efforts. Here's a selection that is specifically aligned with the principles of lean content.
woohoo more tools
Historically, the best visual content had to be created by highly skilled professionals with massively complex suites of tools. Thankfully, a new class of tools is emerging that offers a simpler, leaner approach to creating visual content.
Have you tried Canva.com? It looks pretty awesome.
Good Advice! For DIYers....
65% of companies consider content marketing to be too expensive. But at the same time, content marketing is a huge industry with incredible amounts of money being spent.
The first half of this article does a good job recognizing the need for content marketing. However, your content marketing strategy should include both creating and curating. This is where Lean Content marketing comes in. Don't waste time creating content that already exists. Curating relevant content and providing your insight is how you can save time and money while staying visible online.
It makes so much sense!
The content marketing figures caught my attention
“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).
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?
Content marketing is for all marketers; making it lean will help your readers get to the point easily and quickly ...
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.
One of the Lean Content best practices we’ve seen several speakers at our meetups recommend is to leverage existing audiences on top of your own to increase the reach and the impact of your content. While your blog may or may not yet have a strong audience, there’s always more people to reach. By placing your content on publishing platforms which offer interesting discovery mechanisms or having blogs that are read in your industry re-publish it, you could in theory multiply your own reach by not doing much more.
There are of course some Pros and Cons to do that and we also wanted to measure how valuable such a strategy could be. While there's certainly an impact and we confirmed re-publishing to be an awesome lean content strategy, our conclusion is more nuanced: depending on your content strategy objectives, you might want to embrace this strategy 100% or consider alternatives.
I love data! Math applied to Social Media posts - even better!
A successful content marketing strategy is one that's not only built to handle current industry needs and challenges, but can also scale to meet the demands brought about by successful growth. Here...
Content Marketing works. But how do you scale it?
Very often, we see marketers struggle after getting initial successes. Producing more content is hard and this post gives interesting ideas on how to leverage contributors, existing audiences and curated content to help achieve your goals.
it's your #context to your #content plan wisely
Excelentes consejos para planificar y escalar el marketing de contenidos
Some good information.
As a professional who is using written content to market your products or services, you probably have many articles, special reports, and white papers. How can…
Following up on the piece Ally curated recently, here's the hands-on practical presentation with step-by-step tips that are easily actionable.
Well, repurposing works and is one of the most effective lean content technique as we've documented here.
Slideshare is a great way to present, tell your story, create information. Here is the 'how-to'! Great stuff.
We all gained a great communications channel when LinkedIn bought Slideshare. Once you get past update posting on LinkedIn, and posting other peoples' pictures of other peoples' quotes - posting your own actual content is a great goal (and one of my New Year resolutions)
This is a good, practical article on how to re-purpose current content into a usable format for promotion via SlideShare
i need an easy peasy way to convert written to other format
Creating and cultivating content regularly can be overwhelming, but having a clear content strategy helps you to be a signal instead of noise on the web.
Great tips in here from HubSpot CMO Mike Volpe.
From identifying specific people that you want to reach with your content to creating content based upon frequently asked questions and personal experiences, there are many content strategies that might take some time to adapt at first, but will make the future of your content marketing significantly easier.
Check out the post for some more tops on creating a complete, successful content strategy.
Love the advice about personas
YOUR #roadmap thanks @Scoop.it
We advocate persona-fication--persona development--to better identify and understand your audience. Here's a great article on content strategy that speaks to the value of personas. Students sometimes struggle with understanding why a 'made-up person' is going to be of any value, particularly since we all have inherent cognitive biases that color our judgment.
There is no doubt that bias will influence persona development. But everyone has developed a persona whether they admit it or not--it's living in their brain as the assumption of who they are marketing too. Too often the lack of articulation increases the bias, not decreases it. Benefits of creating a persona publicly is to compare them with others in the team AND the audience, in other words to expose your bias. Qualitative researchers keep a journal during data collection and analysis for this very reason--the journal chronicles the researcher's perspective to bring potential biases to light. It is exactly when the marketing team has little in common with the audience who uses a product that creating a persona has value for two reasons: 1) you test the persona in the market against real people and 2) you can (although not all do) externalize yourself from the persona--step aside and have a dialogue, much in the gestalt therapy fashion,. When done with proper guidance (i.e. someone who is trained in this kind of stuff), these approaches can provide new and often startling perspectives.
Personas don't always work. Nothing is foolproof. The 'right' persona doesn't guarantee that your product is any good or that your messaging is very salient or sticky. There are other skills required besides persona development. Going through a persona development exercise, however, is likely to have gotten you closer than you would have otherwise.
Last week, Mary Meeker of Kleiner Perkins Caufield Byers presented her Internet Trends report for 2014 at the Code Conference in California. Since we're fans of tl;dr analyses & content curation, though, here are some of the most important points from the first half of the report.
Each and every stat that came out of this report is extremely interesting, to say the least. Meeker and KPCB have spent every year for the last 13 years analyzing Internet, social, mobile and digital trends and shaping the way marketers and businesses make decisions.
In the first half of her report, Meeker addresses a few important subjects, and I've taken some stats from the ones that are the most relevant to content marketing & the future of publishing. The three most notable sections here include mobile content consumption, information distribution, and community building.
In the world of mobile, Meeker finds that the most up-and-coming trend is tablets. While they do have the most room for growth, that doesn't always mean that they will be growing at the fastest pace; however they are. Ensuring that all content is mobile optimized is extremely important for marketers. It might seem like this isn't news at all, but the fact that 20% of content is being consumed at mobile and only 4% of ad budgets are allocated there demonstrates that it still isn't being taken seriously enough.
As far as promotion and distribution, the most important finding states that content that's shared on Facebook receives half of its referral traffic within the first 9 hours. This means that half of the people are going to click on your Facebook link have already clicked it within 9 hours. For Twitter, it's even less: 6.5 hours. Here we have a solid demonstration of the fact that social content needs somewhere to live besides just in Facebook and Twitter timelines. After a few hours, it disappears into the feeds and referral traffic to your site plummets. Simply sharing links on social media will become decreasingly effective as this trend continues, opening the door for sites like Scoop.it which give your social content a place to live and allow it to be rediscovered by a whole new community (over 1 million strong) as well as through search.
It's also worth noting that Meeker lists community as one-third of what she has dubbed the "Internet Trifecta." with the ever expanding number of consumers online, there is more of a natural human desire to connect with others through content. Marketers who provide context to the content they are creating and sharing are the ones who are able to increase connectivity within their communities of interest and grow stronger, more stable evangelism programs which lead, in turn, to brand loyalty.
So, how does this all translate into what content marketers can do to keep up? Here are three simple tips.
1. Don't publish that blogpost or send that newsletter until you make sure it will look good on mobile devices. This is no longer an option.
2. Use content curation tools to create a hub for your social content. Just throwing it into the Internet without context or a place to live isn't going to cut it anymore.
3. Empower your readers and customers with content through which they can connect. Create brand content that's easily accessible, findable, understandable and shareable to form relationships and assist in the buying cycle.
Change is happening and content must provide value and stand out from the noise but more importantly be timely!
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Renowned marketing author, Seth Godin, once said -
“[Content marketing] – is all the marketing that’s left. Teaching your customers and giving your customers the resources to believe you is new marketing.”
This is very true especially today when most consumers will simply ignore the mass advertisements that interrupt them every single day.
If you are reading this, you are doing IT, the IT is consuming content. The problem with being on this side of the content (the consuming side) is that some else is getting to move the reader in a direction that will benefit them, be it a pageview, newsletter sign-up or even a sale.
This article is a good example of Lean Content, it's not lengthy on wording, it uses "other people's content" (OPC) and images to make a point.
We can even look at this Scoop.it post I just had you read as part of my Lean Content strategy.
By making this Scoop.it post my Lean Content strategy is to get you wondering who is Brian Yanish and what does his company MarketingHits.com do.
A few weeks ago, content marketing expert Michael Brenner posted on his blog a list of signs that a business is not ready for content marketing. He brings up an interesting point in that many businesses believe they need to launch a content marketing strategy simply because everyone else is doing it, even though they may not be properly equipped to do so.
If your business can relate to any (or many) of these situations, it’s likely you might need some preparation before launching a content marketing strategy. I’ve gone through Michael’s list and provided some tips on how to combat some of the signs your business might not be ready for content marketing.
If you're concerned that you're not ready yet for content marketing, here's a great list of answers crafted by @Ally Greer to the most frequent concerns you could have on launching a content marketing strategy.
And yes, they work even if you thought you didn't have resources or budget.
Before we even launched our public version, we recognized that a lot of content curators were also occasional or regular bloggers and started to offer ways to integrate with Wordpress - the leading blogging platform. Since then, we've seen a lot of our users leverage this integration as well as more and more of our Enterprise clients wanting to combine content curation through Scoop.it and the CMS capabilities of Wordpress for their sites. So we've multiplied the ways you could integrate with a Wordpress site or blog and here's a recap of how to make this work.
One of the ways to make your blogging leaner is to leverage content curation to complement the original content you create. Here's how to use Scoop.it with Wordpress to optimize that.
Avez-vous intégré votre veille dans votre blog ? Vous devriez !
Is there anyone anyone who doesn't have a Wordpress blog?
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.
#guy #kawasaki alway great info
This is exactly what I recommend to my clients. Start building your social media presence in the space in which you are launching a new product as soon as you decide it's a go. You'll be ahead of the game when it's time to launch.
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!
Content Marketing has grown up fast and [url=/u/129000 x-already-notified=1]Martin (Marty) Smith[/url] gives some great advice in this post. One of these is what he calls COPE for Create Once Publish Everywhere which I think is a great #leancontent rule:
1. Because everytime you can remix your own content, you should: this is not being boring, this is acknowledging that the world is vast and that people are busy so they might not be reading your tweet just because you shared something.
2. Content curation or creation only works if it's coupled with strong distribution.
3. SEO and social shares are tightly correlated.
#SocialMediaTools #DIYSEO #Nine0Media