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From Lean Startup to Lean Content Marketing

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From Lean Startup to Lean Content Marketing

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

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

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From Lean Startup to Lean Content Marketing

  1. 1. WWW.LEANAVENUE.COM
  2. 2. What does lean really mean? How do I produce effective content? What is lean content about?
  3. 3. Just-in-time production Smaller batches Leveraging employees' creativity Inventory Control Reduction of waste
  4. 4. Entrepreneurship is management Build-Measure-Learn Entrepreneurs are everywhere Innovation Accounting Validated Learning BY ERIC RIES
  5. 5. Entrepreneurship is management Build-Measure-Learn Entrepreneurs are everywhere Innovation Accounting Validated Learning BY ERIC RIES
  6. 6. Vanity Metrics: website visitors registered users
  7. 7. Minimum Viable Product (MVP) AARRR (In)validate hyoptheses
  8. 8. Customer Archetype Buyer's Journey
  9. 9. Personas Qualified Quantified CAC - Revenue = ROI
  10. 10. blog articles - social media posts - referrals optin forms - emails - high value content nurturing - newsletters - feedback forms proposals - pricing tables - invoices fowardables - gifts
  11. 11. Curation Repurposing Recycling Creation
  12. 12. Social Media Paid Channels Influencers Partnerships
  13. 13. AARRR KPIs Cohorts A/B Testing
  14. 14. Minimum Viable Content (MVC) AARRR (In)validate hypotheses
  15. 15. Alongside data, you need human feedback in order to validate your hypotheses. Lean Content = Continuously improving content validated by human feedback
  16. 16. 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.
  17. 17. Personas: Xtensio Metrics: Kissmetrics, Mixpanel Content Curation: Pocket, Feedly, Scoopit Blogging: Medium, LinkedIn Pulse Alerts: Talkwalker Alerts More online tools: Maqtoob
  18. 18. 1. Why did you come? What did you expect? 2. What did you like in this presentation? 3. Any suggestion for improvement?
  19. 19. Marie Laenen marie.laenen@leanavenue.com @MarieLaenen +32 495 48 68 90

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