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Leaner, Better, Faster:More impact with your content marketing        the #leancontent way     Presented by Arabella Santi...
The Content Explosion“Every two days we create as muchcontent as from the dawn of man upto the year 2003.”            - Er...
The Social Web is crowded. I’m talking to      you!                           I’m looking                             for ...
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:             C...
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              ...
My first job out of college was writing          about dead people.                           @arabellatv | #leancontent1 ...
Then I moved to California to work as a   web editor for The O.C. Register.                           @arabellatv | #leanc...
But then I moved to LA and interviewed        business visionaries...                          @arabellatv | #leancontent3...
And worked for a celebrity as a web            producer.                        @arabellatv | #leancontent4               ...
Then I moved to San Francisco to build acompany that creates live video content     for brands and organizations.         ...
I did not know this was   content marketing.                   @arabellatv | #leancontent6                                ...
I was confused because I wanted         to be a media.                      @arabellatv | #leancontent7                   ...
So, I got a job as aconference producer. In Chicago.                       @arabellatv | #leancontent8                    ...
The media was interviewing me.       And it was fun.                      @arabellatv | #leancontent9                     ...
But my heart was and is still     in San Francisco.                      @arabellatv | #leancontent0                      ...
So, I got a job withSan Francisco startup, Scoop.it,   as a Marketing Director.                       @arabellatv | #leanc...
(I’ve also interviewed this CEO before.      Content win for professional              development!)                      ...
But me, a marketer? I’m a journalist!                          @arabellatv | #leancontent3                                ...
But me, a marketer? I’m a journalist!“Brands must become media to earn relevance.”                      - Brian Solis, Alt...
Nowadays, brands mustproduce good content.                  @arabellatv | #leancontent5                                   ...
Nowadays, brands mustproduce good content.  But what IS good content?                    @arabellatv | #leancontent6      ...
Valuable to your audience                   @arabellatv | #leancontent7                                            2      ...
Consistent with your message                     @arabellatv | #leancontent8                                              ...
Dynamic: fresh and frequent                    @arabellatv | #leancontent9                                             2  ...
To summarize, good content is: Valuable to your audience Consistent with your message Dynamic: fresh and frequent      ...
To summarize, good content is: Valuable to your audience                                    all!                         ...
And, we can’t all send a man to space to        create good content...                           @arabellatv | #leanconten...
How can you create a content strategyimpact with limited time and resources?                          @arabellatv | #leanc...
Become a lean,mean, contentproducingmachine    @arabellatv | #leancontent4                             3                  ...
What is Lean Content?                 @arabellatv | #leancontent5                                          3              ...
What is Lean Content?Lean Startup Cycle                        @arabellatv | #leancontent6                                ...
What is Lean Content?Lean Startup Cycle   Content Cycle                         @arabellatv | #leancontent7               ...
Some startup peeps practicing        #leancontent                     @arabellatv | #leancontent8                         ...
What is Lean Content?• Fast feedback loop: Build-Measure-Learn• Scrappy: high impact with minimum  resources• Genuine: Cre...
What is Lean Content?“Like lean startup culture, the marketing sectorcould learn a few things from smaller, nimblemeans of...
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 | #leancon...
A high impactcontent strategy is an integral part of your  core business. Not just your marketing.                        ...
#leancontent tips from startup peeps...             Leo Widrich, Co-founder, Buffer:             • Show your passion and c...
Step 2:    Find the Engagement Sweet Spot by identifying at your core values and culture                              @ara...
Engagement Sweet Spot:Company Core   Values                 @arabellatv | #leancontent7                                   ...
Engagement Sweet Spot                 CustomerCompany Core   and Community   Values         Interests                    @...
Engagement Sweet Spot                       CustomerCompany Core         and Community   Values               Interests   ...
Engagement Sweet Spot                                     Customer           Company Core            and Community        ...
Engagement Sweet Spot:                                     Customer           Company Core            and Community       ...
Engagement Sweet Spot:Yellow/Blue: Opportunity           for strong sales messaging.                                      ...
Engagement Sweet Spot:Develop content around this.                         Customer  Company Core         and Community   ...
#leancontent tips from startup peeps...            Evan Hamilton, Head of Content            and Community, UserVoice     ...
Step 3:  Use content curation to get you lean                            @arabellatv | #leancontent5                      ...
Content Curator“Someone who continually finds, groups, organizes andshares the best and most relevant content on a spec...
Content Curation Strategy1. Start with what you already do.  What you consume  What you consume  What content do you alrea...
Content Curation Strategy2. Organize your sources.                            @arabellatv | #leancontent
Content Curation Strategy3.3 Identify a content hub.      From              to   the rest of the social web!              ...
Content Curation Strategy1 Start from what you already do.2 Organize your sources.3 Identify your content hub.4 Filter wit...
Content Curation Strategy1 Start from what you already do.2 Organize your sources.3 Identify your content hub.4 Filter wit...
Content Curation Strategy1 Start from what you already do.2 Organize your sources.3 Identify your content hub.4 Filter wit...
Content Curation Strategy1 Start from what you already do.2 Organize your sources.3 Identify your content hub.4 Filter wit...
#leancontent tips from startup peeps...             Ashley Tate, Content Lead,             SEOmoz             • When you’r...
Test ideas on appropriate   curation platforms•Entertainment   •Professional content          content•Pinboard        •Cus...
Step 4: Execute your content strategy quickly and fluidly without losing your focus.                            @arabellat...
#leancontent tips from startup peeps...             K. Tighe, Head of Content,             TaskRabbit             • Think ...
Create an editorial calendar.                                68
Repurpose content and SHARE                    @arabellatv | #leancontent9                                             6  ...
Email is not dead!                     70
Step 5:  Use content to care for your  communities of interest.                             @arabellatv | #leancontent1   ...
Empower your community...•Host events thatbring together yourcommunities ofinterest•Partner with otherbrands that helpspre...
Empower your community, and they will    become your cheerleaders!                         @arabellatv | #leancontent3    ...
Thank you!Please connect with me:     Arabella Santiago          Marketing and     Communications Director,            Sco...
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What is Lean Content?Lean Startup Content Marketing the #LeanContent Way

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  • A great presentation with excellent selection of thoughtful and relevant images
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  • Great SlideShare deck, just embedded it on my site, you can see it here http://90dayentrepreneur.com/2013/06/14/leaner-better-faster-more-impact-with-your-content-marketing-slideshare/ enjoy.
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  • Great presentation. Very Informative.
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  • A nice post.
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