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Digital Content - LEAN Content Strategies
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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.

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 Digital Content - LEAN Content Strategies Presentation Transcript

  • 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 Content Explosion
  • 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 Content basically is
  •  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
  • 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 machine
  • 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 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.
  • 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
  • 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 “marketing” out of our content marketing strategy
  • 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
  • “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
  • 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.
  • 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 Content Curation Strategy
  • 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
  • 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
  • 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 Test Ideas on appropriate Social curation platforms •Entertainment content •Pinboard •Professional content •Custom topic page •Video content •Channel •Social media chatter •Embeddable story
  • 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 your communities of interest •Partner with other brands that help spread our message
  • 3434 Empower the community, and they will be our cheerleaders! Thank You – Karthik Ramanujam