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LEAN CONTENT
#SCMW2015
#SCMW2015 @marcfuseki
#SCMW2015 @marcfuseki
Ca c’était avant
#SCMW2015 @marcfuseki
La Discussion c’est maintenant
#SCMW2015 @marcfuseki
La Valeur Sociale
#SCMW2015 @marcfuseki
Les Multitudes
#SCMW2015 @marcfuseki
#SCMW2015 @marcfuseki
Customer Journey
#SCMW2015 @marcfuseki
Customer Journey
Touch Points to qualified lead: 7 to 13
Buying decisions before visiting site: 60%
… and the journey is non-linear and personal
#SCMW2015 @marcfuseki
Le
contenu
est le roi
Content is King!
#SCMW2015 @marcfuseki
#SCMW2015 @marcfuseki
#SCMW2015 @marcfuseki
#SCMW2015 @marcfuseki
The Lean Content Marketer Check List
#SCMW2015 @marcfuseki
The Lean Content Marketer Check List
Curate
Repurpose
Master time
Work with influencers
Outsource
Break the Silos
Brand Advocacy
Automate
#SCMW2015 @marcfuseki
Curate
#SCMW2015 @marcfuseki
Curate
Benefits:
Knowledge
Credibility
ROI
#SCMW2015 @marcfuseki
Repurpose
#SCMW2015 @marcfuseki
Repurpose
1 Idea
=
Blog posts
Videos
Listicles
SlideShare
Infographics
White Paper
…
#SCMW2015 @marcfuseki
Master Time
#SCMW2015 @marcfuseki
Master Time
Be consistent
Distribute several times
Optimize time per channel
Manage hot and ever-green content
#SCMW2015 @marcfuseki
Work with Influencers
#SCMW2015 @marcfuseki
Outsource
#SCMW2015 @marcfuseki
Outsource
Agencies
Your Community
Free Lancers
Market Places
#SCMW2015 @marcfuseki
Team Play
#SCMW2015 @marcfuseki
Internal Experts are sources of content
(i.e.: not only the comm / marketing
teams)
Team Play
1: Break the Silos
#SCMW2015 @marcfuseki
Collaborators are Amplifiers
Collaborators are Thought Leaders
Team Play
2: Develop Brand Advocacy
#SCMW2015 @marcfuseki
Automate
#SCMW2015 @marcfuseki
Automate
At least, organize…
Content sourcing
Objectives and KPI
Planning of publishing
Team members’ roles
#SCMW2015 @marcfuseki
Scoop.it Content Director: The Content Marketing
Solution
#SCMW2015 @marcfuseki
So… What’s Your Lean Content Marketing Score ?
Curate [ ? ]
Repurpose [ ? ]
Recycle [ ? ]
Work with influencers [ ? ]
Outsource [ ? ]
Break the Silos [ ? ]
Brand Advocacy [ ? ]
Automate [ ? ]
#SCMW2015 @marcfuseki
The Lean Content Marketer is
King!
Thank You
MERCI

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