Leaner, Better, Faster
Content Acquisition & Distribution Strategy
22
“Every two days we create as much content
as from the dawn of man up to the year 2003.”
- Eric Schmidt, Google, in 2010...
The Social Web is crowded.
44
Its hard to get heard!
55
It’s hard to be found.
6
We
Goal
The Challenge: Cutting through the
clutter
7
We
Visibilit
y
The Path:
Content Strategy
The Challenge: Cutting through the
clutter
88
But what IS good content?
Henceforth, we must produce good
content.
 Valuable to the audience
 Consistency with the messaging
 Dynamic: fresh and frequent
Good Content basically isGood Co...
 Valuable to your audience
 Consistent with your message
 Dynamic: fresh and frequent
Very difficult to create it all!
...
1111
And, we can’t send a man to space to
create good content...
1212
How can we create a
content strategy impact
with limited time and
resources?
Become a lean,
mean, content
producing m...
1313
What is Lean Content?
1414
What is Lean Content?
Lean Startup Cycle
1515
Lean Content Startup Cycle Content Cycle
What is Lean Content?
1616
Some startup peeps practicing
LeanContentLeo Widrich, Co-
founder, Buffer:
• Show your passion
and culture in your
co...
1717
What is Lean Content?
•Fast feedback loop: Build-Measure-Learn
•Scrappy: high impact with minimum
resources
•Genuine:...
5 steps to float like a butterfly...
...and sting like a bee through
Lean Content
1919
A high impact
content strategy is
an integral part of
our core business.
Not just our
marketing.
Step 1:
Take the “ma...
2020
Red/Yellow: Opportunity for
personal branding
Blue/Red: Opportunity for
workforce development
Company
Core Values
Cus...
“Someone who continually finds, groups, organizes and
shares the best and most relevant content on a specific
issue online...
What you consume
What content do you already read? What do you share on Twitter and other
social networks? What do you ema...
Organize our sources.2.
Content Curation Strategy
3 Identify a content hub.
From: Our Platforms to the rest of the social web!
Content Curation Strategy
3.
Starting from what is already being done1
Organizing our sources2
4 Filtering with purpose.
Identifying our content hubs3
...
Adding our point of view.5
Content Curation Strategy
Starting from what is already being done1
Organizing our sources2
Fil...
Content Curation Strategy
Measuring the impact6
Adding our point of view
Starting from what is already being done1
Organiz...
Content Curation Strategy
Measuring the impact
Adding our point of view
Starting from what is already being done1
Organizi...
29
29
Test Ideas on appropriate
Social curation platforms
•Entertainment
content
•Pinboard
•Professional
content
•Custom t...
3030
Step 4:
Execute content strategy quickly and
fluidly without losing focus.
Create an editorial calendar
3131
Repurpose content and SHARE
32
Email is not dead!
3333
Step 5:
Use content to care for communities of
interest.
Empower the community...
•Host events that
bring together yo...
3434
Empower the community, and they
will be our cheerleaders!
Thank You – Karthik Ramanujam
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Digital Content - LEAN Content Strategies

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An In Dept Coverage of LEAN CONTENT, The right way to Content Acquisition and Distribution On The Digital Platform.

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Digital Content - LEAN Content Strategies

  1. 1. Leaner, Better, Faster Content Acquisition & Distribution Strategy
  2. 2. 22 “Every two days we create as much content as from the dawn of man up to the year 2003.” - Eric Schmidt, Google, in 2010 The Content Explosion
  3. 3. The Social Web is crowded.
  4. 4. 44 Its hard to get heard!
  5. 5. 55 It’s hard to be found.
  6. 6. 6 We Goal The Challenge: Cutting through the clutter
  7. 7. 7 We Visibilit y The Path: Content Strategy The Challenge: Cutting through the clutter
  8. 8. 88 But what IS good content? Henceforth, we must produce good content.
  9. 9.  Valuable to the audience  Consistency with the messaging  Dynamic: fresh and frequent Good Content basically isGood Content basically is
  10. 10.  Valuable to your audience  Consistent with your message  Dynamic: fresh and frequent Very difficult to create it all! Expensive Time Consuming Dearth Of Resources Good Content basically is
  11. 11. 1111 And, we can’t send a man to space to create good content...
  12. 12. 1212 How can we create a content strategy impact with limited time and resources? Become a lean, mean, content producing machine
  13. 13. 1313 What is Lean Content?
  14. 14. 1414 What is Lean Content? Lean Startup Cycle
  15. 15. 1515 Lean Content Startup Cycle Content Cycle What is Lean Content?
  16. 16. 1616 Some startup peeps practicing LeanContentLeo Widrich, Co- founder, Buffer: • Show your passion and culture in your content • Traditional marketing doesn't’ always work in the startup world Evan Hamilton, Head of Content and Community, User Voice • 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. 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 K. Tighe, Head of Content, Task Rabbit • Think about how to repurpose each piece of content before you build • Each piece of content should support that big idea in some way.
  17. 17. 1717 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
  18. 18. 5 steps to float like a butterfly... ...and sting like a bee through Lean Content
  19. 19. 1919 A high impact content strategy is an integral part of our core business. Not just our marketing. Step 1: Take the “marketing” out of our content marketing strategy
  20. 20. 2020 Red/Yellow: Opportunity for personal branding Blue/Red: Opportunity for workforce development Company Core Values Customer & Community Interests Internal Team Interests Engagement Sweet Spot Opportunity to Develop content Step 2: Find the Engagement Sweet Spot by identifying our core values and culture
  21. 21. “Someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.” - Rohit Bhargava, Ogilvy “Curators turn information into knowledge: we give context to content.” - Guillaume Decugis, Scoop.it Content Curator Step 3: Use content curation to get you lean
  22. 22. What you consume What content do you already read? What do you share on Twitter and other social networks? What do you email? What you consume What content do you already read? What do you share on Twitter and other social networks? What do you email? Type of content Articles, photos, blog posts, events, videos, presentations, games, numbers, etc. Type of content Articles, photos, blog posts, events, videos, presentations, games, numbers, etc. Curation format Magazine, App’s, story, pin board, multimedia channel etc. Curation format Magazine, App’s, story, pin board, multimedia channel etc. Start with what has already been done. Content Curation Strategy 1.
  23. 23. Organize our sources.2. Content Curation Strategy
  24. 24. 3 Identify a content hub. From: Our Platforms to the rest of the social web! Content Curation Strategy 3.
  25. 25. Starting from what is already being done1 Organizing our sources2 4 Filtering with purpose. Identifying our content hubs3 Content Curation Strategy
  26. 26. Adding our point of view.5 Content Curation Strategy Starting from what is already being done1 Organizing our sources2 Filtering with purpose Identifying our content hubs3
  27. 27. Content Curation Strategy Measuring the impact6 Adding our point of view Starting from what is already being done1 Organizing our sources2 Filtering with purpose Identifying our content hubs3
  28. 28. Content Curation Strategy Measuring the impact Adding our point of view Starting from what is already being done1 Organizing our sources2 Filtering with purpose Identifying our content hubs3 7 Building our communities of interest.
  29. 29. 29 29 Test Ideas on appropriate Social curation platforms •Entertainment content •Pinboard •Professional content •Custom topic page •Video content •Channel •Social media chatter •Embeddable story
  30. 30. 3030 Step 4: Execute content strategy quickly and fluidly without losing focus. Create an editorial calendar
  31. 31. 3131 Repurpose content and SHARE
  32. 32. 32 Email is not dead!
  33. 33. 3333 Step 5: Use content to care for communities of interest. Empower the community... •Host events that bring together your communities of interest •Partner with other brands that help spread our message
  34. 34. 3434 Empower the community, and they will be our cheerleaders! Thank You – Karthik Ramanujam

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