An In Dept Coverage of LEAN CONTENT, The right way to Content Acquisition and Distribution On The Digital Platform.

1. Leaner, Better, Faster
Content Acquisition & Distribution Strategy

2. 22
“Every two days we create as much content
as from the dawn of man up to the year 2003.”
- Eric Schmidt, Google, in 2010
The Content Explosion

3. The Social Web is crowded.

4. 44
Its hard to get heard!

5. 55
It’s hard to be found.

6. 6
We
Goal
The Challenge: Cutting through the
clutter

7. 7
We
Visibilit
y
The Path:
Content Strategy
The Challenge: Cutting through the
clutter

8. 88
But what IS good content?
Henceforth, we must produce good
content.

9.  Valuable to the audience
 Consistency with the messaging
 Dynamic: fresh and frequent
Good Content basically isGood Content basically is

10.  Valuable to your audience
 Consistent with your message
 Dynamic: fresh and frequent
Very difficult to create it all!
Expensive
Time Consuming
Dearth Of Resources
Good Content basically is

11. 1111
And, we can’t send a man to space to
create good content...

12. 1212
How can we create a
content strategy impact
with limited time and
resources?
Become a lean,
mean, content
producing machine

13. 1313
What is Lean Content?

14. 1414
What is Lean Content?
Lean Startup Cycle

15. 1515
Lean Content Startup Cycle Content Cycle
What is Lean Content?

16. 1616
Some startup peeps practicing
LeanContentLeo Widrich, Co-
founder, Buffer:
• Show your passion
and culture in your
content
• Traditional marketing
doesn't’ always work in
the startup world
Evan Hamilton, Head of
Content and Community,
User Voice
• Build trust and loyalty by
providing extra value with your
content.
• Shameless self promotion is
one of the easiest ways to lose
the trust of your audience.
Ashley Tate, Content
Lead, SEOmoz
• When you’re running
lean, the best way to find
content is to look at what
already exists
• Measure and keep what
works
K. Tighe, Head of
Content, Task Rabbit
• Think about how to
repurpose each piece of
content before you build
• Each piece of content
should support that big idea
in some way.

17. 1717
What is Lean Content?
•Fast feedback loop: Build-Measure-Learn
•Scrappy: high impact with minimum
resources
•Genuine: Created from core values with
the human touch

18. 5 steps to float like a butterfly...
...and sting like a bee through
Lean Content

19. 1919
A high impact
content strategy is
an integral part of
our core business.
Not just our
marketing.
Step 1:
Take the “marketing” out of our
content marketing strategy

20. 2020
Red/Yellow: Opportunity for
personal branding
Blue/Red: Opportunity for
workforce development
Company
Core Values
Customer
& Community
Interests
Internal Team
Interests
Engagement Sweet Spot
Opportunity to Develop content
Step 2:
Find the Engagement Sweet Spot by identifying our
core values and culture

21. “Someone who continually finds, groups, organizes and
shares the best and most relevant content on a specific
issue online.”
- Rohit Bhargava, Ogilvy
“Curators turn information into knowledge:
we give context to content.”
- Guillaume Decugis, Scoop.it
Content Curator
Step 3:
Use content curation to get you lean

22. What you consume
What content do you already read? What do you share on Twitter and other
social networks? What do you email?
What you consume
What content do you already read? What do you share on Twitter and other
social networks? What do you email?
Type of content
Articles, photos, blog posts, events, videos, presentations, games, numbers, etc.
Type of content
Articles, photos, blog posts, events, videos, presentations, games, numbers, etc.
Curation format
Magazine, App’s, story, pin board, multimedia channel etc.
Curation format
Magazine, App’s, story, pin board, multimedia channel etc.
Start with what has already been done.
Content Curation Strategy
1.

23. Organize our sources.2.
Content Curation Strategy

24. 3 Identify a content hub.
From: Our Platforms to the rest of the social web!
Content Curation Strategy
3.

25. Starting from what is already being done1
Organizing our sources2
4 Filtering with purpose.
Identifying our content hubs3
Content Curation Strategy

26. Adding our point of view.5
Content Curation Strategy
Starting from what is already being done1
Organizing our sources2
Filtering with purpose
Identifying our content hubs3

27. Content Curation Strategy
Measuring the impact6
Adding our point of view
Starting from what is already being done1
Organizing our sources2
Filtering with purpose
Identifying our content hubs3

28. Content Curation Strategy
Measuring the impact
Adding our point of view
Starting from what is already being done1
Organizing our sources2
Filtering with purpose
Identifying our content hubs3
7 Building our communities
of interest.

29. 29
29
Test Ideas on appropriate
Social curation platforms
•Entertainment
content
•Pinboard
•Professional
content
•Custom topic
page
•Video content
•Channel
•Social media
chatter
•Embeddable
story

30. 3030
Step 4:
Execute content strategy quickly and
fluidly without losing focus.
Create an editorial calendar

31. 3131
Repurpose content and SHARE

32. 32
Email is not dead!

33. 3333
Step 5:
Use content to care for communities of
interest.
Empower the community...
•Host events that
bring together your
communities of
interest
•Partner with other
brands that help
spread our message

34. 3434
Empower the community, and they
will be our cheerleaders!
Thank You – Karthik Ramanujam