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@gdecugis
How to build and implement a
lean content strategy
1
Guillaume Decugis
Co-Founder & CEO
Scoop.it
@gdecugis 2
Hi I’m Guillaume
Guillaume Decugis
3x entrepreneur
Engineer-turned-marketer
Skier. Gamer. Rock singer.
Content curation service
Launched 2011
~3M freemium users
http://scoop.it
Content marketing software
Launched 2015
Small marketing teams
http://business.scoop.it
@gdecugis 3
Content has become the fuel of marketing
Goals of content marketers
Content
Generate
leads
Nurture
prospects
Engage a
community
Brand
awareness
Traffic and
SEO
Source: Content Marketing Institute / MarketingProfs
@gdecugis 4
But does content work?
“Content shock” (Mark Schaeffer)
“We’ve lost nearly half of our social referral traffic
in the last 12 months” (Buffer)
“Crap: why the single biggest threat to content
marketing is content marketing” (Velocity
partners)
“Social Media Publishing is dead” (Me!)
@gdecugis 5
But does content work?
“Content shock” (Mark Schaeffer)
“We’ve lost nearly half of our social referral traffic
in the last 12 months” (Buffer)
“Crap: why the single biggest threat to content
marketing is content marketing” (Velocity
partners)
“Social Media Publishing is dead” (Me!)
“It’s too easy to produce great engaging content
that goes viral” (no one)
@gdecugis 6
Content is a struggle
Source: Content Marketing Institute / MarketingProfs
(Which is an optimistic way of saying 70% are not…)
@gdecugis 7
Google and Social Networks want you 

to produce fresh quality content constantly
@gdecugis 8
But it’s hard because content 

is costly and time-consuming to produce
@gdecugis 9
Content distribution is complex
Organic reach is declining as social networks want you to pay to play
@gdecugis 10
Most content doesn’t generate engagement
@gdecugis 11
And so is understanding what works and what doesn’t
@gdecugis 12
Back to the basics
Content marketing
=
Publishing and distributing content that drives people to take action
@gdecugis 13
Lean content marketing = ROI
Produce enough relevant quality
content for your target audience
Content production Content impact
Distribute that content as
efficiently as possible to obtain
(and therefore measure) the
desired impact
@gdecugis 14
Lean content marketing = ROI
More / better content
Content production Content impact
More from your content
@gdecugis 15
Do you need more or better content? Both!
@gdecugis 16
Can you get quality and quantity? Yeah!
“Some “just okay” content that is published will
crush “awesome content” that never gets
published.
“You have to produce average content to learn
how to produce great content”
Marcus Sheridan (@thesaleslion)
@gdecugis 17
How to create better content? Strategize.
“Answer your audience’s top 30 questions”
Barry Feldmann (@feldmancreative)
@gdecugis 18
How to create better content? Research.
Find out what content get shared
the most on your keywords
Discover new keywords to use
Ideate from existing content
@gdecugis 19
How to create more content?
@gdecugis 20
How to create more content?
(without spending more time / resources)
@gdecugis 21
3 ways to create more content when you don’t have
more time or resources
Content curation
Repurposing content
Contributed content and co-creation
@gdecugis 22
Content curation
@gdecugis 23
Content curation can be way more than social sharing:
curated posts
4-8x faster to create a curated blog
than an original blog
Brings social traffic to your site (not
just sources sites)
Brings SEO value
(Google “BruceClay - SEO-Friendly
Content Curation”)
Brings credibility to your editorial
line
@gdecugis 24
Content curation can be way more than social sharing:
curated email newsletters
Introduction
CTA
Curated news articles
(or mix of created and curated stories)
@gdecugis 25
Content curation benefits
SEO & website traffic:
Brings social traffic to your site (and not just
sources sites)
Brings SEO value (Google “BruceClay - SEO-
Friendly Content Curation”)
Credibility:
Avoid being “me-centric”
Third-party content 4-7x more trusted
@gdecugis 26
Repurpose content over and over again
@gdecugis 27
Assemble or reformat content into a new format
@gdecugis 28
Encourage contribution and co-creation
@gdecugis 29
What we learned developing contributors to our blog
and ebooks
Identify authors / influencers:
Don’t start at the top of the list: target people who need to build their brand and build your way up
Give before you get:
Curate their content
Add value to their content through comments
Refer them clients
Start with an easy ask:
Quote for a blog post
Build up to more extensive contributions
Make it easy / the format they want
Keep them posted on your own promotion efforts
Market your blog to encourage inbound requests
@gdecugis 30
Example: how we created the lean content marketing
handbook
After 2 years of blogging on lean
content marketing, we created a guide.
We repurposed a dozen blog posts.
Some of which we didn’t even write but
contributors did.
And asked influencers for comments /
original quotes.
Added just a minimum of original content.
90-page produced in less time than
our previous ebook of 12 pages.
@gdecugis 31
Example: repurpose blog posts into an ebook
After 2 years of blogging on lean
content marketing, we created a guide.
We repurposed a dozen blog posts.
Some of which we didn’t even write but
contributors did.
And asked influencers for comments /
original quotes.
Added just a minimum of original content.
90-page produced in less time than
our previous ebook of 12 pages.
@gdecugis 32
Lean content marketing = ROI
More / better content
Content production Content impact
More from your content
@gdecugis 33
How to get more from your content?
@gdecugis 34
How to get more from your content?
(without pay for play)
@gdecugis 35
5 ways to get more from results your content
investment
Focus on your content hub
Don’t share content, promote it
Get your team to share your content
Don’t just promote, amplify!
Content marketing automation
@gdecugis 36
Yes it’s tempting to build on Medium, LinkedIn, etc… or
syndicate content to existing blogs
Publish to an existing audience
Social discovery mechanisms
No set-up / maintenance
@gdecugis 37
Remember when Facebook told us: “who needs a
website when they can have Facebook pages?”
@gdecugis 38
You can bootstrap on rented land but you need to build
on your own website
Publish to an existing audience
Social discovery mechanisms
No set-up / maintenance
But
No brand recognition for you
No call to action / little conversion
No SEO
Dependency on their model (‘pay for play”)
@gdecugis 39
Focus on your content hub
@gdecugis 40
Don’t share content. Promote it.
Share each new piece of content multiple times on multiple channels
Source: http://marketingland.com/tweet-repeat-power-sharing-sharing-83050
“At my agency, we’ve set up multiple shares on all of our
content for a long time now, and we almost always find
that we get much more lifetime traffic for the content.”
Mark Traphagen - @marktraphagen
Sr Director of Online Marketing, Stone Temple
@gdecugis 41
Get your team to share your content
@gdecugis 42
Don’t just promote. Amplify!
@gdecugis 43
Don’t just promote. Amplify!
@gdecugis 44
Leverage content marketing automation
Content discovery (inspiration, curation)
Keyword research / discovery
Real-time content audits
Social media sharing promotion (scheduling, programming)
Email newsletter creation
Performance measurement / analytics
Successful content identification / amplification
@gdecugis 45
Lean content marketing = ROI
More / better content
Strategize (list your audience’s questions)
Research and ideate
Curate content
Repurpose content
Co-create with contributors
Content production Content impact
More from your content
Focus on your content hub
Don’t share content, promote it
Get your team to share your content
Don’t just promote, amplify!
Content marketing automation
@gdecugis 46
Thank you!
Guillaume Decugis
Co-Founder & CEO
Scoop.it
More on lean content marketing on:
http://blog.scoop.it

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How to build and implement a lean content strategy

  • 1. @gdecugis How to build and implement a lean content strategy 1 Guillaume Decugis Co-Founder & CEO Scoop.it
  • 2. @gdecugis 2 Hi I’m Guillaume Guillaume Decugis 3x entrepreneur Engineer-turned-marketer Skier. Gamer. Rock singer. Content curation service Launched 2011 ~3M freemium users http://scoop.it Content marketing software Launched 2015 Small marketing teams http://business.scoop.it
  • 3. @gdecugis 3 Content has become the fuel of marketing Goals of content marketers Content Generate leads Nurture prospects Engage a community Brand awareness Traffic and SEO Source: Content Marketing Institute / MarketingProfs
  • 4. @gdecugis 4 But does content work? “Content shock” (Mark Schaeffer) “We’ve lost nearly half of our social referral traffic in the last 12 months” (Buffer) “Crap: why the single biggest threat to content marketing is content marketing” (Velocity partners) “Social Media Publishing is dead” (Me!)
  • 5. @gdecugis 5 But does content work? “Content shock” (Mark Schaeffer) “We’ve lost nearly half of our social referral traffic in the last 12 months” (Buffer) “Crap: why the single biggest threat to content marketing is content marketing” (Velocity partners) “Social Media Publishing is dead” (Me!) “It’s too easy to produce great engaging content that goes viral” (no one)
  • 6. @gdecugis 6 Content is a struggle Source: Content Marketing Institute / MarketingProfs (Which is an optimistic way of saying 70% are not…)
  • 7. @gdecugis 7 Google and Social Networks want you 
 to produce fresh quality content constantly
  • 8. @gdecugis 8 But it’s hard because content 
 is costly and time-consuming to produce
  • 9. @gdecugis 9 Content distribution is complex Organic reach is declining as social networks want you to pay to play
  • 10. @gdecugis 10 Most content doesn’t generate engagement
  • 11. @gdecugis 11 And so is understanding what works and what doesn’t
  • 12. @gdecugis 12 Back to the basics Content marketing = Publishing and distributing content that drives people to take action
  • 13. @gdecugis 13 Lean content marketing = ROI Produce enough relevant quality content for your target audience Content production Content impact Distribute that content as efficiently as possible to obtain (and therefore measure) the desired impact
  • 14. @gdecugis 14 Lean content marketing = ROI More / better content Content production Content impact More from your content
  • 15. @gdecugis 15 Do you need more or better content? Both!
  • 16. @gdecugis 16 Can you get quality and quantity? Yeah! “Some “just okay” content that is published will crush “awesome content” that never gets published. “You have to produce average content to learn how to produce great content” Marcus Sheridan (@thesaleslion)
  • 17. @gdecugis 17 How to create better content? Strategize. “Answer your audience’s top 30 questions” Barry Feldmann (@feldmancreative)
  • 18. @gdecugis 18 How to create better content? Research. Find out what content get shared the most on your keywords Discover new keywords to use Ideate from existing content
  • 19. @gdecugis 19 How to create more content?
  • 20. @gdecugis 20 How to create more content? (without spending more time / resources)
  • 21. @gdecugis 21 3 ways to create more content when you don’t have more time or resources Content curation Repurposing content Contributed content and co-creation
  • 23. @gdecugis 23 Content curation can be way more than social sharing: curated posts 4-8x faster to create a curated blog than an original blog Brings social traffic to your site (not just sources sites) Brings SEO value (Google “BruceClay - SEO-Friendly Content Curation”) Brings credibility to your editorial line
  • 24. @gdecugis 24 Content curation can be way more than social sharing: curated email newsletters Introduction CTA Curated news articles (or mix of created and curated stories)
  • 25. @gdecugis 25 Content curation benefits SEO & website traffic: Brings social traffic to your site (and not just sources sites) Brings SEO value (Google “BruceClay - SEO- Friendly Content Curation”) Credibility: Avoid being “me-centric” Third-party content 4-7x more trusted
  • 26. @gdecugis 26 Repurpose content over and over again
  • 27. @gdecugis 27 Assemble or reformat content into a new format
  • 29. @gdecugis 29 What we learned developing contributors to our blog and ebooks Identify authors / influencers: Don’t start at the top of the list: target people who need to build their brand and build your way up Give before you get: Curate their content Add value to their content through comments Refer them clients Start with an easy ask: Quote for a blog post Build up to more extensive contributions Make it easy / the format they want Keep them posted on your own promotion efforts Market your blog to encourage inbound requests
  • 30. @gdecugis 30 Example: how we created the lean content marketing handbook After 2 years of blogging on lean content marketing, we created a guide. We repurposed a dozen blog posts. Some of which we didn’t even write but contributors did. And asked influencers for comments / original quotes. Added just a minimum of original content. 90-page produced in less time than our previous ebook of 12 pages.
  • 31. @gdecugis 31 Example: repurpose blog posts into an ebook After 2 years of blogging on lean content marketing, we created a guide. We repurposed a dozen blog posts. Some of which we didn’t even write but contributors did. And asked influencers for comments / original quotes. Added just a minimum of original content. 90-page produced in less time than our previous ebook of 12 pages.
  • 32. @gdecugis 32 Lean content marketing = ROI More / better content Content production Content impact More from your content
  • 33. @gdecugis 33 How to get more from your content?
  • 34. @gdecugis 34 How to get more from your content? (without pay for play)
  • 35. @gdecugis 35 5 ways to get more from results your content investment Focus on your content hub Don’t share content, promote it Get your team to share your content Don’t just promote, amplify! Content marketing automation
  • 36. @gdecugis 36 Yes it’s tempting to build on Medium, LinkedIn, etc… or syndicate content to existing blogs Publish to an existing audience Social discovery mechanisms No set-up / maintenance
  • 37. @gdecugis 37 Remember when Facebook told us: “who needs a website when they can have Facebook pages?”
  • 38. @gdecugis 38 You can bootstrap on rented land but you need to build on your own website Publish to an existing audience Social discovery mechanisms No set-up / maintenance But No brand recognition for you No call to action / little conversion No SEO Dependency on their model (‘pay for play”)
  • 39. @gdecugis 39 Focus on your content hub
  • 40. @gdecugis 40 Don’t share content. Promote it. Share each new piece of content multiple times on multiple channels Source: http://marketingland.com/tweet-repeat-power-sharing-sharing-83050 “At my agency, we’ve set up multiple shares on all of our content for a long time now, and we almost always find that we get much more lifetime traffic for the content.” Mark Traphagen - @marktraphagen Sr Director of Online Marketing, Stone Temple
  • 41. @gdecugis 41 Get your team to share your content
  • 42. @gdecugis 42 Don’t just promote. Amplify!
  • 43. @gdecugis 43 Don’t just promote. Amplify!
  • 44. @gdecugis 44 Leverage content marketing automation Content discovery (inspiration, curation) Keyword research / discovery Real-time content audits Social media sharing promotion (scheduling, programming) Email newsletter creation Performance measurement / analytics Successful content identification / amplification
  • 45. @gdecugis 45 Lean content marketing = ROI More / better content Strategize (list your audience’s questions) Research and ideate Curate content Repurpose content Co-create with contributors Content production Content impact More from your content Focus on your content hub Don’t share content, promote it Get your team to share your content Don’t just promote, amplify! Content marketing automation
  • 46. @gdecugis 46 Thank you! Guillaume Decugis Co-Founder & CEO Scoop.it More on lean content marketing on: http://blog.scoop.it