Reach Escape Velocity through Lean Content Marketing - Guillaume Decugis
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This document discusses using lean content marketing to help startups reach escape velocity. It argues that marketing matters even for lean startups and cannot be replaced by just product launches. It presents content marketing as a framework for startups to define their space, educate audiences, engage communities, and build loyalty over time. Specifically, it recommends four lean content strategies: using SlideShare for natural distribution, guest posting for idea distribution, answering relevant questions on Quora, and blogging for an existing audience. It positions content curation as a good starting point that can help identify original topics while developing expertise.
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Reach Escape Velocity through Lean Content Marketing - Guillaume Decugis
- 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 “Curate Your Own Digital Magazine With Scoop.it For iPhone” iPhone App Launch “Scoop.it is Tumblr without the blogging” Private Beta Launch “Anyone’s a magazine editor with Scoop.it” Public Launch
- 8. You must market more than product launches to reach escape velocity
- 9. Solution?
- 10. Content Marketing? “Content Marketing is the practice of creating content relevant to your brand to gain greater visibility in search results and in social channels” JD Lasica, Social Media Biz • Define your space • Educate • Engage • Be the resource people point to • Build brand loyalty
- 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
- 13. Leverage SlideShare’s natural distribution to share your vision
- 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. Now go shoot for the Stars! Your Brand (in orbit or… on the moon) Your Blog Leveraged Content Creation (Quora, SlideShare, Guest Posts) Content Curation Product Launches
- 18. Join us! Talk / meet on Lean Content : http://meetup.com/leancontent Read on our blog : http://blog.scoop.it Thank you! Guillaume Decugis Co-Founder & CEO – Scoop.it @gdecugis