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Reach Escape Velocity through
Lean Content Marketing




                       Guillaume Decugis
                Co-Founder & CEO, Scoop.it
                               @gdecugis
A Myth in Silicon Valley:
“good products don’t need marketing”
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
If Marketing didn’t matter, then why this?
“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/
What can you market as a startup?

•   Product Launch
•   Product Update
•   Product New Release
•   Product …
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
You must market more than product
 launches to reach escape velocity
Solution?
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
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
4 Lean Content Strategies
that worked for us
Leverage SlideShare’s natural
distribution to share your vision
Guest post to get distribution
       for your ideas
Answer Quora questions
        that relate to your field

Blogging… but for an existing and savvy
audience
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
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
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

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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
  • 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
  • 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