Content strategies for SMBs
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LeanContent: Content Strategies for the rest of us Why lean is the future of content marketing
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Content Marketing Strategies for Small and Medium Sized Businesses.
Transcript of Content strategies for SMBs
LeanContent: Content Strategies
for the rest of us
Why lean is the future of content marketing
Digital Media [R]evolution
20122012
Mobile EmailSMS + MMSIM EmailFaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebLocation Based AdsSocial Media AdsVirtual WorldsLocation Based SvcsQR Codes
1990s1990s
IMEmailFaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline Advertising
19991999
IMEmailFaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
2000s2000s
Mobile EmailSMSIMEmailFaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web
<1990<1990
FaxDirect MailTelephone
TVRadioPrintDisplay
20132013
Mobile EmailSMS + MMSIM EmailFaxDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline AdvertisingPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebLocation Based AdsSocial Media AdsVirtual WorldsLocation Based SvcsQR Codes
content
You’ve heard it many times before: you need a content strategy
But only great content makes an impact
Google and social networks killed low quality content…
… not to mention that it hurts your brand.
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
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
Some have deep pockets to solve this
Do you?
Content strategy for the rest of us
Low cost but no impact
Low cost / fast / high impact
Costly Flops
Costly Wins
Cost / Time
Imp
act
Think: (lean) startups
Low budgetFast and agile
Change the world
A framework: L.E.A.N. Content
Leverage
A framework: L.E.A.N. Content
Leverage
Experiment
A framework: L.E.A.N. Content
Leverage
Experiment
Automate
A framework: L.E.A.N. ContentLeverage
Experiment
Automate
N’ measure
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!
Leverage your community
Encourage contributions. Start a blog contribution program. Write round-up posts from testimonials.
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.
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
Experiment: don’t over-think
Testing > Over-thinking
Experiment: put quantity before quality.
Only practice makes perfect.So because you need quality, you have to start with quantity.
Automate repetitive tasks
Content sourcingCross-postingSchedulingIntegrate all your content properties through your own content hub
Automate authentically
Keep it real. Keep humans in control.
Measure
Traffic. Engagement. Leads, CPL / CPA…
But make sure to define your objectives first.
Learn & repeat
Low cost but no impact
Low cost / fast / high impact
Costly Flops
Costly Wins
Cost / Time
Imp
act
