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@gdecugis
How to build and implement a
lean content strategy
1
Guillaume Decugis
Co-Founder & CEO
Scoop.it
@gdecugis 2
Hi I’m Guillaume
Guillaume Decugis
3x entrepreneur
Engineer-turned-marketer
Skier. Gamer. Rock singer.
Content...
@gdecugis 3
Content has become the fuel of marketing
Goals of content marketers
Content
Generate
leads
Nurture
prospects
E...
@gdecugis 4
But does content work?
“Content shock” (Mark Schaeffer)
“We’ve lost nearly half of our social referral traffic...
@gdecugis 5
But does content work?
“Content shock” (Mark Schaeffer)
“We’ve lost nearly half of our social referral traffic...
@gdecugis 6
Content is a struggle
Source: Content Marketing Institute / MarketingProfs
(Which is an optimistic way of sayi...
@gdecugis 7
Google and Social Networks want you 

to produce fresh quality content constantly
@gdecugis 8
But it’s hard because content 

is costly and time-consuming to produce
@gdecugis 9
Content distribution is complex
Organic reach is declining as social networks want you to pay to play
@gdecugis 10
Most content doesn’t generate engagement
@gdecugis 11
And so is understanding what works and what doesn’t
@gdecugis 12
Back to the basics
Content marketing
=
Publishing and distributing content that drives people to take action
@gdecugis 13
Lean content marketing = ROI
Produce enough relevant quality
content for your target audience
Content product...
@gdecugis 14
Lean content marketing = ROI
More / better content
Content production Content impact
More from your content
@gdecugis 15
Do you need more or better content? Both!
@gdecugis 16
Can you get quality and quantity? Yeah!
“Some “just okay” content that is published will
crush “awesome conte...
@gdecugis 17
How to create better content? Strategize.
“Answer your audience’s top 30 questions”
Barry Feldmann (@feldmanc...
@gdecugis 18
How to create better content? Research.
Find out what content get shared
the most on your keywords
Discover n...
@gdecugis 19
How to create more content?
@gdecugis 20
How to create more content?
(without spending more time / resources)
@gdecugis 21
3 ways to create more content when you don’t have
more time or resources
Content curation
Repurposing content...
@gdecugis 22
Content curation
@gdecugis 23
Content curation can be way more than social sharing:
curated posts
4-8x faster to create a curated blog
than...
@gdecugis 24
Content curation can be way more than social sharing:
curated email newsletters
Introduction
CTA
Curated news...
@gdecugis 25
Content curation benefits
SEO & website traffic:
Brings social traffic to your site (and not just
sources sites...
@gdecugis 26
Repurpose content over and over again
@gdecugis 27
Assemble or reformat content into a new format
@gdecugis 28
Encourage contribution and co-creation
@gdecugis 29
What we learned developing contributors to our blog
and ebooks
Identify authors / influencers:
Don’t start at...
@gdecugis 30
Example: how we created the lean content marketing
handbook
After 2 years of blogging on lean
content marketi...
@gdecugis 31
Example: repurpose blog posts into an ebook
After 2 years of blogging on lean
content marketing, we created a...
@gdecugis 32
Lean content marketing = ROI
More / better content
Content production Content impact
More from your content
@gdecugis 33
How to get more from your content?
@gdecugis 34
How to get more from your content?
(without pay for play)
@gdecugis 35
5 ways to get more from results your content
investment
Focus on your content hub
Don’t share content, promot...
@gdecugis 36
Yes it’s tempting to build on Medium, LinkedIn, etc… or
syndicate content to existing blogs
Publish to an exi...
@gdecugis 37
Remember when Facebook told us: “who needs a
website when they can have Facebook pages?”
@gdecugis 38
You can bootstrap on rented land but you need to build
on your own website
Publish to an existing audience
So...
@gdecugis 39
Focus on your content hub
@gdecugis 40
Don’t share content. Promote it.
Share each new piece of content multiple times on multiple channels
Source: ...
@gdecugis 41
Get your team to share your content
@gdecugis 42
Don’t just promote. Amplify!
@gdecugis 43
Don’t just promote. Amplify!
@gdecugis 44
Leverage content marketing automation
Content discovery (inspiration, curation)
Keyword research / discovery
...
@gdecugis 45
Lean content marketing = ROI
More / better content
Strategize (list your audience’s questions)
Research and i...
@gdecugis 46
Thank you!
Guillaume Decugis
Co-Founder & CEO
Scoop.it
More on lean content marketing on:
http://blog.scoop.it
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How to build and implement a lean content strategy

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70% of marketers don't have clarity on the efficiency of their content strategy. Why? Because content marketing requires the perfect execution of many time-consuming tasks that also require creativity, process management and many other skills.

To overcome these hurdles, Guillaume Decugis, our co-founder & CEO, shared with the TechSoup community the methodology we derived from collecting data from more than 3,000+ marketers. These actionable best practices will help you to not just create more and better content but also get more from the content you create and measure results.

These are the slides from his talk on August 24.

Published in: Marketing
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How to build and implement a lean content strategy

  1. 1. @gdecugis How to build and implement a lean content strategy 1 Guillaume Decugis Co-Founder & CEO Scoop.it
  2. 2. @gdecugis 2 Hi I’m Guillaume Guillaume Decugis 3x entrepreneur Engineer-turned-marketer Skier. Gamer. Rock singer. Content curation service Launched 2011 ~3M freemium users http://scoop.it Content marketing software Launched 2015 Small marketing teams http://business.scoop.it
  3. 3. @gdecugis 3 Content has become the fuel of marketing Goals of content marketers Content Generate leads Nurture prospects Engage a community Brand awareness Traffic and SEO Source: Content Marketing Institute / MarketingProfs
  4. 4. @gdecugis 4 But does content work? “Content shock” (Mark Schaeffer) “We’ve lost nearly half of our social referral traffic in the last 12 months” (Buffer) “Crap: why the single biggest threat to content marketing is content marketing” (Velocity partners) “Social Media Publishing is dead” (Me!)
  5. 5. @gdecugis 5 But does content work? “Content shock” (Mark Schaeffer) “We’ve lost nearly half of our social referral traffic in the last 12 months” (Buffer) “Crap: why the single biggest threat to content marketing is content marketing” (Velocity partners) “Social Media Publishing is dead” (Me!) “It’s too easy to produce great engaging content that goes viral” (no one)
  6. 6. @gdecugis 6 Content is a struggle Source: Content Marketing Institute / MarketingProfs (Which is an optimistic way of saying 70% are not…)
  7. 7. @gdecugis 7 Google and Social Networks want you 
 to produce fresh quality content constantly
  8. 8. @gdecugis 8 But it’s hard because content 
 is costly and time-consuming to produce
  9. 9. @gdecugis 9 Content distribution is complex Organic reach is declining as social networks want you to pay to play
  10. 10. @gdecugis 10 Most content doesn’t generate engagement
  11. 11. @gdecugis 11 And so is understanding what works and what doesn’t
  12. 12. @gdecugis 12 Back to the basics Content marketing = Publishing and distributing content that drives people to take action
  13. 13. @gdecugis 13 Lean content marketing = ROI Produce enough relevant quality content for your target audience Content production Content impact Distribute that content as efficiently as possible to obtain (and therefore measure) the desired impact
  14. 14. @gdecugis 14 Lean content marketing = ROI More / better content Content production Content impact More from your content
  15. 15. @gdecugis 15 Do you need more or better content? Both!
  16. 16. @gdecugis 16 Can you get quality and quantity? Yeah! “Some “just okay” content that is published will crush “awesome content” that never gets published. “You have to produce average content to learn how to produce great content” Marcus Sheridan (@thesaleslion)
  17. 17. @gdecugis 17 How to create better content? Strategize. “Answer your audience’s top 30 questions” Barry Feldmann (@feldmancreative)
  18. 18. @gdecugis 18 How to create better content? Research. Find out what content get shared the most on your keywords Discover new keywords to use Ideate from existing content
  19. 19. @gdecugis 19 How to create more content?
  20. 20. @gdecugis 20 How to create more content? (without spending more time / resources)
  21. 21. @gdecugis 21 3 ways to create more content when you don’t have more time or resources Content curation Repurposing content Contributed content and co-creation
  22. 22. @gdecugis 22 Content curation
  23. 23. @gdecugis 23 Content curation can be way more than social sharing: curated posts 4-8x faster to create a curated blog than an original blog Brings social traffic to your site (not just sources sites) Brings SEO value (Google “BruceClay - SEO-Friendly Content Curation”) Brings credibility to your editorial line
  24. 24. @gdecugis 24 Content curation can be way more than social sharing: curated email newsletters Introduction CTA Curated news articles (or mix of created and curated stories)
  25. 25. @gdecugis 25 Content curation benefits SEO & website traffic: Brings social traffic to your site (and not just sources sites) Brings SEO value (Google “BruceClay - SEO- Friendly Content Curation”) Credibility: Avoid being “me-centric” Third-party content 4-7x more trusted
  26. 26. @gdecugis 26 Repurpose content over and over again
  27. 27. @gdecugis 27 Assemble or reformat content into a new format
  28. 28. @gdecugis 28 Encourage contribution and co-creation
  29. 29. @gdecugis 29 What we learned developing contributors to our blog and ebooks Identify authors / influencers: Don’t start at the top of the list: target people who need to build their brand and build your way up Give before you get: Curate their content Add value to their content through comments Refer them clients Start with an easy ask: Quote for a blog post Build up to more extensive contributions Make it easy / the format they want Keep them posted on your own promotion efforts Market your blog to encourage inbound requests
  30. 30. @gdecugis 30 Example: how we created the lean content marketing handbook After 2 years of blogging on lean content marketing, we created a guide. We repurposed a dozen blog posts. Some of which we didn’t even write but contributors did. And asked influencers for comments / original quotes. Added just a minimum of original content. 90-page produced in less time than our previous ebook of 12 pages.
  31. 31. @gdecugis 31 Example: repurpose blog posts into an ebook After 2 years of blogging on lean content marketing, we created a guide. We repurposed a dozen blog posts. Some of which we didn’t even write but contributors did. And asked influencers for comments / original quotes. Added just a minimum of original content. 90-page produced in less time than our previous ebook of 12 pages.
  32. 32. @gdecugis 32 Lean content marketing = ROI More / better content Content production Content impact More from your content
  33. 33. @gdecugis 33 How to get more from your content?
  34. 34. @gdecugis 34 How to get more from your content? (without pay for play)
  35. 35. @gdecugis 35 5 ways to get more from results your content investment Focus on your content hub Don’t share content, promote it Get your team to share your content Don’t just promote, amplify! Content marketing automation
  36. 36. @gdecugis 36 Yes it’s tempting to build on Medium, LinkedIn, etc… or syndicate content to existing blogs Publish to an existing audience Social discovery mechanisms No set-up / maintenance
  37. 37. @gdecugis 37 Remember when Facebook told us: “who needs a website when they can have Facebook pages?”
  38. 38. @gdecugis 38 You can bootstrap on rented land but you need to build on your own website Publish to an existing audience Social discovery mechanisms No set-up / maintenance But No brand recognition for you No call to action / little conversion No SEO Dependency on their model (‘pay for play”)
  39. 39. @gdecugis 39 Focus on your content hub
  40. 40. @gdecugis 40 Don’t share content. Promote it. Share each new piece of content multiple times on multiple channels Source: http://marketingland.com/tweet-repeat-power-sharing-sharing-83050 “At my agency, we’ve set up multiple shares on all of our content for a long time now, and we almost always find that we get much more lifetime traffic for the content.” Mark Traphagen - @marktraphagen Sr Director of Online Marketing, Stone Temple
  41. 41. @gdecugis 41 Get your team to share your content
  42. 42. @gdecugis 42 Don’t just promote. Amplify!
  43. 43. @gdecugis 43 Don’t just promote. Amplify!
  44. 44. @gdecugis 44 Leverage content marketing automation Content discovery (inspiration, curation) Keyword research / discovery Real-time content audits Social media sharing promotion (scheduling, programming) Email newsletter creation Performance measurement / analytics Successful content identification / amplification
  45. 45. @gdecugis 45 Lean content marketing = ROI More / better content Strategize (list your audience’s questions) Research and ideate Curate content Repurpose content Co-create with contributors Content production Content impact More from your content Focus on your content hub Don’t share content, promote it Get your team to share your content Don’t just promote, amplify! Content marketing automation
  46. 46. @gdecugis 46 Thank you! Guillaume Decugis Co-Founder & CEO Scoop.it More on lean content marketing on: http://blog.scoop.it

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