Centering the User in Your Lean Content Strategy
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We all know producing quality, user-centered content is essential to SEO success -- but when an organization is low on time, budget, and resources, it can be a challenge. Learn how to implement an effective lean content strategy that will reach the right eyes.
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Editor's Notes
- Context on my experience with lean content strategy At a smaller agency with SEO focus. Billable hours and client work prioritized. Had to balance my workload, management responsibilities, agency’s marketing. Also had to evangelize content marketing for agency itself. Required pitching to C-Suite for buy-in. Perception was that content marketing was easy to “activate” like turning on a light switch. Engaged in lean strategy without really knowing it. Consultancy -- form level partnerships with marketing & communications teams. Wore many hats & focus was on company rebrand & establishing practices. Agile methodology was the norm so I learned actual strategies.
- Borrows principles from lean software development/lean manufacturing Focus is on eliminating waste to provide value to the customer. Enables you to produce quality work when low on resources
- Eliminate waste --Wasted time spend on processes that could be automated --Wasted output - out of scope, changing requirements --Wasted time due to process issues - task switching, ineffective communication, bureaucracy Build Quality in w/ feedback Create Knowledge - feedback, training, communication & collaboration Defer commitment - be flexible enough to address emerging needs. Be smart about budgeting time for tasks and consult producers. Deliver fast - don’t overthink production; breakdown deliverables into reasonable chunks Respect people - producers, clients, users Optimize the whole - analyze the entire content marketing lifecycle to make improvements continuously.