Apply the Lean Startup mindset (by Eric Ries) to your content marketing practices. In other words: validate your content before you hit publish.

1. WWW.LEANAVENUE.COM

2. What does lean
really mean?
How do I produce
effective content?
What is
lean content about?

4. Just-in-time production
Smaller batches
Leveraging employees' creativity
Inventory Control
Reduction of waste

5. Entrepreneurship is management
Build-Measure-Learn
Entrepreneurs are everywhere
Innovation Accounting
Validated Learning
BY ERIC RIES

6. Entrepreneurship is management
Build-Measure-Learn
Entrepreneurs are everywhere
Innovation Accounting
Validated Learning
BY ERIC RIES

7. Vanity Metrics: website visitors
registered users

9. Minimum Viable
Product (MVP)
AARRR
(In)validate
hyoptheses

11. Customer
Archetype
Buyer's
Journey

12. Personas Qualified Quantified
CAC - Revenue = ROI

14. blog articles - social media posts - referrals
optin forms - emails - high value content
nurturing - newsletters - feedback forms
proposals - pricing tables - invoices
fowardables - gifts

15. Curation Repurposing Recycling Creation

16. Social Media Paid Channels Influencers Partnerships

17. AARRR KPIs Cohorts A/B Testing

19. Minimum Viable
Content (MVC)
AARRR
(In)validate
hypotheses

20. Alongside data,
you need human feedback
in order to validate your hypotheses.
Lean Content =
Continuously improving content
validated by human feedback

21. Tested the content in workshops.
Wrote the first version as an ebook.
Validated the table of contents on his blog.
Wrote & re-wrote the book.

24. Personas: Xtensio
Metrics: Kissmetrics, Mixpanel
Content Curation: Pocket, Feedly, Scoopit
Blogging: Medium, LinkedIn Pulse
Alerts: Talkwalker Alerts
More online tools: Maqtoob

25. 1. Why did you come? What did you expect?
2. What did you like in this presentation?
3. Any suggestion for improvement?

26. Marie Laenen
marie.laenen@leanavenue.com
@MarieLaenen
+32 495 48 68 90