(Originally delivered at http://marketingcampsf.org March 2013) There's no secret that content marketing takes time, effort and resources, but content is also essential to a solid and well-rounded marketing strategy. Learn about #leancontent and the companies and brands that are practicing efficient and effective ways to produce, curate and share great ideas that help build your brand's voice. This session will help you answer the following questions and have you apply #leancontent to help build your company's brand: - Why a lean approach to content strategy? - Why does great marketing encompass knowledge base building and sharing? - Which brands are using #leancontent to gain more visibility on the web? How are they doing that? - What are the best tools out there that can effectively discover, create, curate and share content? About the speaker: Arabella Santiago is the Marketing and Communications Director at Scoop.it. A journalist at heart, Arabella believes in the power of producing authentic content to develop, strengthen and market a brand. Currently, Arabella is the Director of Marketing and Communications at Scoop.it, a social media publishing platform that allows users to express themselves on topics that matter through idea discovery, content curation and social sharing. Prior to joining Scoop.it, she was the Executive Director of Techweek 2012 Chicago, the largest technology conference in the Midwest with over 5,000 participants. Arabella graduated with a degree in political science and English from Rutgers University. In her spare time, she enjoys cooking, writing and hiking beautiful Northern California.

1. Leaner, Better, Faster:
More impact with your content marketing
the #leancontent way
Presented by Arabella Santiago, Scoop.it
@arabellatv | @scoopit | #leancontent

2. The Content Explosion
“Every two days we create as much
content as from the dawn of man up
to the year 2003.”
- Eric Schmidt, Google, in 2010
@arabellatv | #leancontent2

3. The Social Web is crowded.
I’m talking to
you!
I’m looking
for you!
@arabellatv | #leancontent

4. It’s hard to get heard!
@arabellatv | #leancontent4

5. It’s hard to be found.
@arabellatv | #leancontent5

6. The Challenge: Cutting through the clutter
Goal
You
6

7. The Challenge: Cutting through the clutter
Visibility
The Path:
Content Strategy
You
7

8. How I got in front of you today:
A round about content career path.
@arabellatv | #leancontent8

9. I was born in the Philippines.
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10. Raised in New Jersey.
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10

11. My first job out of college was writing
about dead people.
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12. Then I moved to California to work as a
web editor for The O.C. Register.
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13. But then I moved to LA and interviewed
business visionaries...
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14. And worked for a celebrity as a web
producer.
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15. Then I moved to San Francisco to build a
company that creates live video content
for brands and organizations.
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16. I did not know this was
content marketing.
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17. I was confused because I wanted
to be a media.
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18. So, I got a job as a
conference producer. In Chicago.
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19. The media was interviewing me.
And it was fun.
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20. But my heart was and is still
in San Francisco.
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21. So, I got a job with
San Francisco startup, Scoop.it,
as a Marketing Director.
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22. (I’ve also interviewed this CEO before.
Content win for professional
development!)
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23. But me, a marketer? I’m a journalist!
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24. But me, a marketer? I’m a journalist!
“Brands must become media to earn relevance.”
- Brian Solis, Altimeter Group
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25. Nowadays, brands must
produce good content.
@arabellatv | #leancontent5
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26. Nowadays, brands must
produce good content.
But what IS good content?
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27. Valuable to your audience
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28. Consistent with your message
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29. Dynamic: fresh and frequent
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30. To summarize, good content is:
 Valuable to your audience
 Consistent with your message
 Dynamic: fresh and frequent
@arabellatv | #leancontent

31. To summarize, good content is:
 Valuable to your audience
all!
it
ate
re
 Consistent with your message
c
lt to
u
ff ic
ifresh and frequent
 Dynamic: d
ery
V
@arabellatv | #leancontent

32. And, we can’t all send a man to space to
create good content...
@arabellatv | #leancontent2
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33. How can you create a content strategy
impact with limited time and resources?
@arabellatv | #leancontent3
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34. Become a lean,
mean, content
producing
machine
@arabellatv | #leancontent4
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35. What is Lean Content?
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36. What is Lean Content?
Lean Startup Cycle
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37. What is Lean Content?
Lean Startup Cycle Content Cycle
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38. Some startup peeps practicing
#leancontent
@arabellatv | #leancontent8
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39. 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
@arabellatv | #leancontent9
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40. What is Lean Content?
“Like lean startup culture, the marketing sector
could learn a few things from smaller, nimble
means of spreading the word about a great new
product...Blasting out a brand message doesn’t
work if the underlying claim or value proposition
is bupkis.”
- As reported by J.D. Lasica, Social Media
Biz
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41. 5 steps to float like a butterfly...
@arabellatv | #leancontent

42. ...and sting like a bee through
#leancontent
@arabellatv | #leancontent

43. Step 1:
Take the “marketing” out of your
content marketing strategy
@arabellatv | #leancontent3
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44. A high impact
content strategy is an
integral part of your
core business. Not
just your marketing.
@arabellatv | #leancontent4
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45. #leancontent tips from startup peeps...
Leo Widrich, Co-founder, Buffer:
• Show your passion and culture in
your content
• Traditional marketing doesn’t
always work in the startup world
@arabellatv | #leancontent5
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46. Step 2:
Find the Engagement Sweet Spot by
identifying at your core values and culture
@arabellatv | #leancontent6
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47. Engagement Sweet Spot:
Company Core
Values
@arabellatv | #leancontent7
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48. Engagement Sweet Spot
Customer
Company Core and Community
Values Interests
@arabellatv | #leancontent8
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49. Engagement Sweet Spot
Customer
Company Core and Community
Values Interests
Internal Team
Interests
@arabellatv | #leancontent9
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49

50. Engagement Sweet Spot
Customer
Company Core and Community
Values Interests
Internal Team
Interests
Opportunity for
workforce development
@arabellatv | #leancontent0
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51. Engagement Sweet Spot:
Customer
Company Core and Community
Values Interests
Internal Team
Interests
Opportunity for Opportunity for
workforce development personal branding
@arabellatv | #leancontent1
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52. Engagement Sweet Spot:
Yellow/Blue: Opportunity
for
strong sales messaging.
Customer
Company Core and Community
Values Interests
Internal Team
Interests
Blue/Red: Opportunity for Red/Yellow: Opportunity for
workforce development personal branding
@arabellatv | #leancontent2
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53. Engagement Sweet Spot:
Develop content around this.
Customer
Company Core and Community
Values Interests
Internal Team
Interests
@arabellatv | #leancontent3
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54. #leancontent tips from startup peeps...
Evan Hamilton, Head of Content
and Community, UserVoice
• 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.
@arabellatv | #leancontent4
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55. Step 3:
Use content curation to get you lean
@arabellatv | #leancontent5
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56. Content Curator
“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
@arabellatv | #leancontent

57. Content Curation Strategy
1. Start with what you already do.
What you consume
What you consume
What content do you already read? What do you share on Twitter and other
What content do you already read? What do you share on Twitter and other
social networks? What do you email?
social networks? What do you email?
Type of content
Type of content
Articles, blog posts, events, videos, presentations, etc.
Articles, blog posts, events, videos, presentations, etc.
Curation format
Curation format
Magazine, story, pin board, multimedia channel, etc.
Magazine, story, pin board, multimedia channel, etc.
@arabellatv | #leancontent

58. Content Curation Strategy
2. Organize your sources.
@arabellatv | #leancontent

59. Content Curation Strategy
3.
3 Identify a content hub.
From to the rest of the social web!
@arabellatv | #leancontent

60. Content Curation Strategy
1 Start from what you already do.
2 Organize your sources.
3 Identify your content hub.
4 Filter with purpose.
@arabellatv | #leancontent

61. Content Curation Strategy
1 Start from what you already do.
2 Organize your sources.
3 Identify your content hub.
4 Filter with purpose.
5 Add your point of view.
@arabellatv | #leancontent

62. Content Curation Strategy
1 Start from what you already do.
2 Organize your sources.
3 Identify your content hub.
4 Filter with purpose.
5 Add your point of view.
6 Measure your impact.
@arabellatv | #leancontent

63. Content Curation Strategy
1 Start from what you already do.
2 Organize your sources.
3 Identify your content hub.
4 Filter with purpose.
5 Add your point of view.
6 Measure your impact.
7 Build your communities of interest.
@arabellatv | #leancontent

64. #leancontent tips from startup peeps...
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
@arabellatv | #leancontent4
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65. Test ideas on appropriate
curation platforms
•Entertainment •Professional
content content
•Pinboard •Custom topic
page
•Social media
•Video content chatter
•Channel •Embeddable
story
65
@arabellatv | #leancontent
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66. Step 4:
Execute your content strategy quickly
and fluidly without losing your focus.
@arabellatv | #leancontent6
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67. #leancontent tips from startup peeps...
K. Tighe, Head of Content,
TaskRabbit
• Think about how to repurpose each
piece of content before you build
• Each piece of content should
support that big idea in some way.
@arabellatv | #leancontent7
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68. Create an editorial calendar.
68

69. Repurpose content and SHARE
@arabellatv | #leancontent9
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70. Email is not dead!
70

71. Step 5:
Use content to care for your
communities of interest.
@arabellatv | #leancontent1
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72. Empower your community...
•Host events that
bring together your
communities of
interest
•Partner with other
brands that help
spread your message
@arabellatv | #leancontent2
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73. Empower your community, and they will
become your cheerleaders!
@arabellatv | #leancontent3
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74. Thank you!
Please connect with me:
Arabella Santiago
Marketing and
Communications Director,
Scoop.it
arabella@scoop.it
www.scoop.it
@scoopit @arabellatv
#leancontent
@arabellatv | #leancontent