The document presents a framework called L.E.A.N. Content for creating an effective content strategy with limited resources. L.E.A.N. stands for Leverage existing audiences and content, Experiment without overthinking, Automate repetitive tasks, and Measure performance and objectives. It advocates leveraging existing audiences and content sources, experimenting through quantity over quality, automating tasks like scheduling, and measuring metrics like traffic and engagement to learn and improve the strategy over time. The framework is inspired by lean startups and aims to maximize impact while minimizing costs and time invested in content creation.

1. LeanContent:
Content Strategies
for the rest of us
Why lean is
the future of content marketing

2. Digital Media [R]evolution
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SMS + MMS
IM
Email
Fax
Direct Mail
Telephone
22001122
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Radio
Print
Display
Website
Search
Online
Advertising
Paid Search
Landing Pages
Microsites
Online Video
Affiliate
Marketing
Webinars
Blogs
RSS
Podcasts
Wikis
Social Networks
Mobile Web
Location Based
Ads
Social Media
Ads
IM
Email
Fax
Direct
Mail
Telephon
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TV
Radio
Print
Display
Website
Search
Online
Advertising
IM
Email
Fax
Direct Mail
Telephone
11999999
TV
Radio
Print
Display
Website
Search
Online
Advertising
Paid Search
Landing
Pages
Microsites
Online Video
Webinars
Affiliate
Marketing
Mobile Email
SMS
IM
Email
Fax
Direct Mail
Telephone
22000000ss
TV
Radio
Print
Display
Website
Search
Online
Advertising
Paid Search
Landing Pages
Microsites
Online Video
Affiliate
Marketing
Webinars
Blogs
RSS
Podcasts
Wikis
Social Networks
Mobile Web
Fax
Direct Mail
Telephone
<<11999900
TV
Radio
Print
Display
Mobile Email
SMS + MMS
IM
Email
Fax
Direct Mail
Telephone
22001133
TV
Radio
Print
Display
Website
Search
Online
Advertising
Paid Search
Landing Pages
Microsites
Online Video
Affiliate
Marketing
Webinars
Blogs
RSS
Podcasts
Wikis
Social Networks
Mobile Web
Location Based
Ads
Social Media
Ads
content

3. You’ve heard it many times before:
you need a content strategy

4. But only great content makes an
impact
Google and
social networks killed
low quality content…
… not to mention that it hurts
your brand.

5. Great content = cost
Type of content Cost to produce
Blog 2-4 man hours
Infographic $2,000-$10,000
Video $5,000-$150,000
White paper 5-20 man days

6. Great content = cost + time
Type of content Cost to produce Time to produce
Blog 2-4 man hours 1-3 days
Infographic $2,000-$10,000 3-6 weeks
Video $5,000-$150,000 4-12 weeks
White paper 5-20 man days 3-8 weeks

7. Some have deep pockets to solve this
Do you?

8. Content strategy for the rest of us
Impact
Low cost / fast / high
Costly Wins
impact
Low cost but no impact
Costly Flops
Cost / Time

9. Think: (lean) startups
Low budget
Fast and agile
Change the world

10. A framework: L.E.A.N. Content
Leverage

11. A framework: L.E.A.N. Content
Leverage
Experiment

12. A framework: L.E.A.N. Content
Leverage
Experiment
Automate

13. A framework: L.E.A.N. Content
Leverage
Experiment
Automate
N’ measure

14. Leverage existing audiences
60M monthly uniques, excellent SEO
Blog knowing people asked the
question
Get your blog posts bundle with others’
for greater discoverability
And many more!

15. Leverage your community
Encourage contributions.
Start a blog contribution program. Write round-up posts from testimonials.

16. Leverage existing content
Don’t just create. Curate.
85% of professionals who used content curation in 2013 said it helped them
save time to maintain their online presence*.
Scoop.it 2014 survey on the impact of Content Curation for US professionals. 1450 respondents.

17. Leverage existing content
Repurpose. Remix.
Turn a white paper into a blog post, a presentation deck into an
infographic, an event into a social post, etc...
© Red Bull Media House

18. Experiment: don’t over-think
Testing > Over-thinking

19. Experiment: put quantity before
quality.
Only practice makes perfect.
So because you need quality, you have to start with quantity.

20. Automate repetitive tasks
Content sourcing
Cross-posting
Scheduling
Integrate all your content properties
through your own content hub

21. Automate authentically
Keep it real.
Keep humans in control.

22. Measure
Traffic. Engagement.
Leads, CPL / CPA…
But make sure to define your objectives first.

23. Learn & repeat
Impact
Low cost / fast / high
Costly Wins
impact
Low cost but no impact
Costly Flops
Cost / Time