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Reach escape velocity through lean content marketing
Guillaume Decugis discusses the importance of marketing for startups, emphasizing that lean startups should not use their methodology as an excuse to neglect sales and marketing. He proposes that effective content marketing can help reach escape velocity by defining space, educating audiences, and building brand loyalty. The document outlines various strategies for lean content marketing, including leveraging platforms like Slideshare and engaging in content curation.
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Reach escape velocity through lean content marketing
- 1. Reach Escape Velocitythrough Lean Content Marketing Guillaume Decugis Co-Founder & CEO, Scoop.it @gdecugis
- 2. A Myth inSilicon Valley: “good products don’t need marketing”
- 3. Advertising is notMarketing • 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’tmatter, then why this?
- 5. “We don’t doMarketing 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 youmarket 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 marketmore than product launches to reach escape velocity
- 9.
- 10. Content Marketing? • Defineyour 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 LeanContent 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 ContentStrategies that worked for us
- 13. Leverage SlideShare’s natural distributionto share your vision
- 14. Guest post toget distribution for your ideas
- 15. Answer Quora questions thatrelate to your field Blogging… but for an existing and savvy audience
- 16. Content Curation • Greatstarting 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 LeveragedContent 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