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Reach escape velocity through lean content marketing

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These are the slides of my talk at the Startup Product Summit last week in San Francisco. Some say "good products don't need marketing". But from researching the problem you plan to solve to building the initial community around your product and evangelizing your market, content is involved all the way. So how can startups and small product teams be efficient and impactful with their content strategy?

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Transcript of "Reach escape velocity through lean content marketing"

  1. 1. Reach Escape Velocity throughLean Content Marketing Guillaume Decugis Co-Founder & CEO, Scoop.it @gdecugis
  2. 2. A Myth in Silicon Valley:“good products don’t need marketing”
  3. 3. Advertising is not Marketing• Advertising can blur the lines when trying to assess product/market fit• It can help you scale but only if it is sustainableMarketing, however, is different
  4. 4. If Marketing didn’t matter, then why this?
  5. 5. “We don’t do Marketing because we’re a lean startup” “We see Lean Startup methodology being used inappropriately as an excuse to not take sales and marketing seriously” Marc Andreessen on GigaOm http://gigaom.com/2012/12/03/marc-andreessen-not-every-startup-should-be-a-lean-startup-or-embrace-the-pivot/
  6. 6. What can you market as a startup?• Product Launch• Product Update• Product New Release• Product …
  7. 7. Problem with that? Diminishing returns Scoop.it, Rolls Out Big New Redesign To Help Businesses & Pros Increase Their Visibility Online “Scoop.it is Tumblr without the blogging” Private Beta Launch “Anyone’s a magazine editor with Scoop.it” Public Launch
  8. 8. You must market more than product launches to reach escape velocity
  9. 9. Solution?
  10. 10. Content Marketing?“Content Marketing is the practice of publishingcontent relevant to your brand to gain greatervisibility in search results and in social channels” JD Lasica, Social Media Biz• Define your space• Educate• Engage• Be the resource people point to• Build brand loyalty
  11. 11. Framework for Lean Content Marketing• Content Marketing works…• …but can be time-consuming & costly• There are multiple ways to do it right: need to iterate & learn• Content doesn’t have to be fat/costly to be effective
  12. 12. 4 Lean Content Strategiesthat worked for us
  13. 13. Leverage SlideShare’s naturaldistribution to share your vision
  14. 14. Guest post to get distribution for your ideas
  15. 15. Answer Quora questions that relate to your fieldBlogging… but for an existing and savvyaudience
  16. 16. Content Curation• Great starting point• Leverage what you already do: read• Express your expertise…• … but also develop it• Helps you indentify original topics for content creation
  17. 17. Now go shoot for the Stars! Your Brand (in orbit or… on the moon) Your Blog Leveraged Content Creation (Quora, SlideShare, Guest Posts) Content Curation Product Launches
  18. 18. Join us!Talk / meet on Lean Content : http://meetup.com/leancontentRead on our blog : http://blog.scoop.it Thank you! Guillaume Decugis Co-Founder & CEO – Scoop.it @gdecugis
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