SlideShare a Scribd company logo
Reach Escape Velocity through
Lean Content Marketing
Guillaume Decugis
Co-Founder & CEO, Scoop.it
@gdecugis
A Myth in Silicon Valley:
“good products don’t need marketing”
Advertising is not Marketing
• Advertising can blur the lines when trying
to assess product/market fit
• It can help you scale but only if it is
sustainable
Marketing, however, is different
If Marketing didn’t matter, then why this?
“We don’t do Marketing because we’re a
lean startup”
“We see Lean Startup methodology being used
inappropriately as an excuse to not take sales and
marketing seriously”
Marc Andreessen on GigaOm
http://gigaom.com/2012/12/03/marc-andreessen-not-every-startup-should-be-a-lean-startup-or-embrace-the-pivot/
What can you market as a startup?
• Product Launch
• Product Update
• Product New Release
• Product …
Problem with that? Diminishing returns
“Scoop.it is Tumblr without the blogging”
Private Beta Launch
“Anyone’s a magazine editor with Scoop.it”
Public Launch
Scoop.it, Rolls Out Big New Redesign To Help Businesses
& Pros Increase Their Visibility Online
You must market more than product
launches to reach escape velocity
Solution?
Content Marketing?
• Define your space
• Educate
• Engage
• Be the resource people point to
• Build brand loyalty
“Content Marketing is the practice of publishing
content relevant to your brand to gain greater
visibility in search results and in social channels”
JD Lasica, Social Media Biz
Framework for Lean Content Marketing
• Content Marketing works…
• …but can be time-consuming & costly
• There are multiple ways to do it right: need
to iterate & learn
• Content doesn’t have to be fat/costly to be
effective
4 Lean Content Strategies
that worked for us
Leverage SlideShare’s natural
distribution to share your vision
Guest post to get distribution
for your ideas
Answer Quora questions
that relate to your field
Blogging… but for an existing and savvy
audience
Content Curation
• Great starting point
• Leverage what you
already do: read
• Express your
expertise…
• … but also develop it
• Helps you indentify
original topics for
content creation
Product Launches
Content Curation
Leveraged Content Creation
(Quora, SlideShare, Guest Posts)
Your Blog
Your Brand (in orbit or…
on the moon)
Now go shoot for the Stars!
Thank you!
Guillaume Decugis
Co-Founder & CEO – Scoop.it
@gdecugis
Join us!
Talk / meet on Lean Content : http://meetup.com/leancontent
Read on our blog : http://blog.scoop.it

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Reach escape velocity through lean content marketing

  • 1. Reach Escape Velocity through Lean Content Marketing Guillaume Decugis Co-Founder & CEO, Scoop.it @gdecugis
  • 2. A Myth in Silicon Valley: “good products don’t need marketing”
  • 3. Advertising is not Marketing • Advertising can blur the lines when trying to assess product/market fit • It can help you scale but only if it is sustainable Marketing, however, is different
  • 4. If Marketing didn’t matter, then why this?
  • 5. “We don’t do Marketing because we’re a lean startup” “We see Lean Startup methodology being used inappropriately as an excuse to not take sales and marketing seriously” Marc Andreessen on GigaOm http://gigaom.com/2012/12/03/marc-andreessen-not-every-startup-should-be-a-lean-startup-or-embrace-the-pivot/
  • 6. What can you market as a startup? • Product Launch • Product Update • Product New Release • Product …
  • 7. Problem with that? Diminishing returns “Scoop.it is Tumblr without the blogging” Private Beta Launch “Anyone’s a magazine editor with Scoop.it” Public Launch Scoop.it, Rolls Out Big New Redesign To Help Businesses & Pros Increase Their Visibility Online
  • 8. You must market more than product launches to reach escape velocity
  • 10. Content Marketing? • Define your space • Educate • Engage • Be the resource people point to • Build brand loyalty “Content Marketing is the practice of publishing content relevant to your brand to gain greater visibility in search results and in social channels” JD Lasica, Social Media Biz
  • 11. Framework for Lean Content Marketing • Content Marketing works… • …but can be time-consuming & costly • There are multiple ways to do it right: need to iterate & learn • Content doesn’t have to be fat/costly to be effective
  • 12. 4 Lean Content Strategies that worked for us
  • 14. Guest post to get distribution for your ideas
  • 15. Answer Quora questions that relate to your field Blogging… but for an existing and savvy audience
  • 16. Content Curation • Great starting point • Leverage what you already do: read • Express your expertise… • … but also develop it • Helps you indentify original topics for content creation
  • 17. Product Launches Content Curation Leveraged Content Creation (Quora, SlideShare, Guest Posts) Your Blog Your Brand (in orbit or… on the moon) Now go shoot for the Stars!
  • 18. Thank you! Guillaume Decugis Co-Founder & CEO – Scoop.it @gdecugis Join us! Talk / meet on Lean Content : http://meetup.com/leancontent Read on our blog : http://blog.scoop.it