Content Marketing the #LeanContent Way
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Content Marketing the #LeanContent Way

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

(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 Content Marketing the #LeanContent Way Presentation Transcript

  • 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 muchcontent as from the dawn of man upto 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 acompany 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 aconference 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 withSan 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 mustproduce good content. @arabellatv | #leancontent5 2 25
  • Nowadays, brands mustproduce 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 strategyimpact with limited time and resources? @arabellatv | #leancontent3 3 33
  • Become a lean,mean, contentproducingmachine @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 sectorcould learn a few things from smaller, nimblemeans of spreading the word about a great newproduct...Blasting out a brand message doesn’twork if the underlying claim or value propositionis 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 impactcontent 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 CustomerCompany Core and Community Values Interests @arabellatv | #leancontent8 4 48
  • Engagement Sweet Spot CustomerCompany 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 forworkforce development @arabellatv | #leancontent0 5 50
  • Engagement Sweet Spot: Customer Company Core and Community Values Interests Internal Team Interests Opportunity for Opportunity forworkforce 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 InterestsBlue/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 andshares the best and most relevant content on a specificissue online.” - Rohit Bhargava, Ogilvy“Curators turn information into knowledge:we give context to content.” - Guillaume Decugis, Scoop.it @arabellatv | #leancontent
  • Content Curation Strategy1. 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 Strategy2. Organize your sources. @arabellatv | #leancontent
  • Content Curation Strategy3.3 Identify a content hub. From to the rest of the social web! @arabellatv | #leancontent
  • Content Curation Strategy1 Start from what you already do.2 Organize your sources.3 Identify your content hub.4 Filter with purpose. @arabellatv | #leancontent
  • Content Curation Strategy1 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 Strategy1 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 Strategy1 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 thatbring together yourcommunities ofinterest•Partner with otherbrands that helpspread 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