The Lean Content Marketing Blog

How to get more return on investment from content

Content Marketing

Influencer Activation – The Key To Content Marketing Amplification

Influencer Activation - The Key To Content Marketing Amplification

We’ve said it before: 90% of the world’s data has been generated in the past 2 years, and content marketing is approaching mass adoption. How can you break through the noise and get your message to the right people at the right time?

Many marketers are turning to influencers for content marketing amplification – in fact, a recent poll of 125 marketers shows 59% plan to increase their influencer marketing budget over the next 12 months. This means more marketing departments are devoting time and resources to creating authentic relationships with the people who matter most to their business – influencers who shape the industry as trusted resources.

Read More

How to Make Old Content Topics More Exciting

How to Make Old Content Topics More Exciting

Obviously, one of the best ways to stay exciting is to look to what’s new—read up on industry news, check out your competitors’ blogs, and listen to what your customers are talking about, and use that information to generate some fresh, new material. However, this isn’t always possible. When it isn’t, you’ll have to look back at some of the older topics you’ve covered and find a way to present them as if they’re new—in a fresh, exciting way.

There are several strategies you can use to accomplish this.

Read More

Introducing Workflows, Drag and Drop Newsletters and Lead Analytics to Improve Content Marketing ROI

ROI is just around the corner with Scoop it Content Director

The launch of Sccop.it Content Director in February was a huge success and a number of you already love the product! We wanted to thank you for the continuous feedback to help us improve it, and are happy to announce the release of a new version of Scoop.it Content Director that takes into account the many enhancements you asked for and that will help you generate more ROI with your Content Marketing.

This new release is centered on three main areas:

– Scale your content marketing with contributors,

– Create engaging newsletters in minutes with a new drag-and-drop editor,

– Measure What Matters – improve and prove the ROI of your content with the new analytics.

We will host a webinar on May 20th to show you how you can leverage Scoop.it Content Director to improve your Content Marketing strategy and ROI. You can register here.

Read More



How to Build a Content Marketing System to Amplify your Blogging Efforts

How to Build a Content Marketing System to Amplify your Blogging Efforts

Content marketing has been the most successful method of acquiring users for our startup Process Street. A number of people ask me about my process (no pun) for creating and marketing content that drives users to our product, so I wanted to give the Scoop.it readers the inside scoop.

Read More

How to develop a real partnership with your freelance writer

How to Develop a Real Partnership with your Freelance Writer

In the article I wrote on April 16th, “How We Addressed our Main Content Marketing Pain by Outsourcing to Freelancers”, I explained the process of selecting and using a freelance writer. We did not take the decision to outsource lightly but were facing a difficult situation where we needed to create content and in-house writing […]

Read More


Winning with Authority: an integrated framework for online marketing, by 15 experts

“15 thought leaders presenting at the Authority Rainmaker conference share integrated marketing advice on Design, Content, Traffic and Conversion.”

Source: www.slideshare.net

Do Content Marketing, Inbound Marketing, Marketing Automation, Demand Generation, Community Management and other marketing practices work in silos?

Not if you want to win.

Read More

Content Marketing ROI: Do eBooks and White Papers Generate More Leads Than Blogs? A Data-Driven Answer

Content Marketing ROI - Do eBooks and White Papers Generate More Leads Than Blogs? A Data-Driven Answer

There are so many content marketing formats that it can be hard to decide which to focus on. White papers, ebooks, slideshares, blogs, infographics, curated content, videos, etc. They all have their merits but don’t come at the same cost. On one hand you have long form, epic content that can take days/weeks to produce. […]

Read More

How to convince your boss you need content marketing software

How To Convince Your Boss You Need a Content Marketing Software

Most of us who practice content marketing rely on at least some kind of content marketing software. We’re software people by nature, so it’s only natural we’ve got a thing for digital tools. Of course, it is possible to stay on top of your content marketing work with just Excel and Google calendar. But at a certain point you’ll want to graduate to something more robust.

Read More




Why Content Curation + Content Creation Is A Winning Content Strategy

Content. Content. Content. There’s no denying the fact that content is the leader of the online marketing pact right now. Now don’t get me wrong. It’s important. But the truth of the matter is that content has always been what great marketing was built on. Package it up. Call it something new. Do what you want. But when it comes to succeeding online, your content is the cornerstone of your strategy.

Content Creation vs Curation

Cast your net out there and ask around. Some will tell you that you need to curate content. Others will tell you that you need to create content. Ask me and I’ll tell you that a solid content marketing strategy combines both creation and curation. And I’ll tell you why. But first, let’s look at the benefits of them individually.

Read More

11 Effective Lean Content Marketing Practices To Generate ROI

11 Effective Lean Content Marketing Practices To Generate ROI

According to the Content Marketing Institute’s and MarketingProfs yearly survey on the state of content marketing, lack of time and lack of budget are among the top challenges B2B content marketers face. The other 2 challenges in the Top 4 are “producing enough content” and “producing the type of content that engages”.

In short: most B2B content marketers don’t have enough resources to both scale their content volume and maintain the required quality to generate ROI.

For the past 3 years, we’ve worked with top marketers, influencers, marketing software founders as well as our customers and users to define Lean Content Marketing as a set of best practices that make it possible for SMB marketers to generate positive ROI with limited resources and budgets. We’ve compiled our findings, experiment results, advice and best practices in the Lean Content Marketing Handbook for SMBs and today, I’d like to focus on the most effective practices that generate ROI.

Read More


Can You Afford The 10 Creative Types Needed To Build A Killer Content Marketing Team?

Creating content, especially in a lean marketing team, is an all-hands-on-deck endeavor. Having a dream team in place to create not only the social posts, blog pieces, and video snippets, but the strategy, big picture campaigns and creative long-term vision should be a top priority for marketers in 2015.

Source: www.b2bmarketinginsider.com

Michael Brenner makes an interesting list of all the various creative talents you would need in an ideal Content Marketing team. But while there’s no denying that this would be a dream team, it’s anything but lean.

Read More


5 Top Marketing Experts, 15 Ideas and 2 ROI Analysis on Repurposing Content

Repurposing is a key strategy of the lean content marketing methodology. Megan Marrs has 11 interesting best practices and ideas on how to repurpose content efficiently in this great post which made me want to elaborate on this topic.

So here’s the take of several other content marketing experts on the value of repurposing content, a cheat sheet that summarizes key ideas to repurpose content (Megan’s 11 plus 4 others I added) as well as the ROI analysis of two of our own experiment with content repurposing.

Read More


4 Great things I learned as a community & content marketer

By this point, as a reader of this blog, it’s not unlikely that you’re familiar with my story. I was hired straight out of college as a community manager by Scoop.it and have spent the last few years diving into the worlds of community and content marketing on behalf of this awesome brand. As I prepare to move on to my life’s next adventure, I’d like to share some of my key learnings about community management and content marketing with you.

A majority of my day-to-day responsibilities at Scoop.it could fall under the umbrella of “non-traditional” marketing, which means that I put forth a lot of effort to learn about the space I had been thrown into. Today, I’ll share four key learnings and observations on community management and content marketing and I’d love to hear how you feel about them as well.

Read More

5 Ways to make time for content marketing when you don’t have any

Who has time for content marketing?

Who has time for content marketing?

While small businesses are called the backbone of the American economy, they are also challenged with smaller budgets and less employees, which can make things like marketing and advertising very challenging. Content marketing is more than a valuable addition to a successful advertising strategy, it can also help:

  • With brand reputation, management and awareness

  • Connect better with existing and potential customers

  • Increase website traffic and gain new leads

  • Increase visibility for the brand and business

But for our struggling small business owner, who has the time for content marketing these days? The answer to this question is, make the time. Here are some tips on how to have a successful online content marketing strategy without spending an inordinate amount of time or money:

Read More

Toward On-Demand Marketing

The rapid incorporation of digital approaches has made marketing an industry of silos. It’s time to rethink the way we build our teams and our skill sets to break those walls apart.

Source: moz.com

How is Marketing structured in your company? 

I’ve been thinking about how this translates to SMBs as obviously not every company has to do “government relations”. But whether the Marketing team is big or small, there are interesting distinctions made in this slide in terms of the skills they represent.

Read More

Content is the fuel of email marketing: here’s how to ignite it

This post contains excerpts of our recently published ebook: “ROI or RIP: the lean content marketing handbook for SMBs” that you can download for free here.

According to research performed earlier in 2014 by Gigaom and reported by eMarketer, email marketing is still the most commonly used method of digital marketing, with a whopping 86% of respondents claiming to use it. If that’s not enough, though, over half (59%) of B2B marketers surveyed by HubSpot say that email marketing is the most effective channel for generating revenue.

Email marketing needs content and content marketing needs email

Why are email marketing and content marketing such a great match? And what does it mean for your marketing strategy?

Read More

7 Actionable blogging tips for content marketers that are proven to get results

Blogging remains the pillar of content marketing, particularly for SMBs. But when you browse many company’s websites, you realize their blog is under optimized.

 

So why is blogging for content marketing so difficult?

1. It’s hard to maintain the discipline: even when you have an in-house team of content writers, creating content is time consuming and it takes a lot of efforts to maintain the rhythm. Publishing great content on a consistent basis costs a lot.

2. It’s easy to get demotivated by the lack of impact. Initially a blog doesn’t get much traffic so for ROI-driven management team, it’s tempting to dismiss it into the “tried this; didn’t work” category.

Fortunately, getting results out of your content marketing in general and out of your blogging efforts in particular is accessible to anyone. Sure, it requires some particular techniques but the good news is they’re not particularly hard to implement.

Read More

Create great content by leveraging your analytics

content marketing analytics

It’s 5:02 a.m. on Friday as I am writing this. The dog is on the floor licking…something (he likes to lick a lot!) and my wife is asleep beside me in bed.
The last 10 minutes have gone something like this:
• What’s happening on Twitter? Boring.
• How about Facebook? Someone else got engaged. Yay for them.
• Any new emails? Delete. Delete. Inbox Zero!
• Hmm…

Source: blog.bufferapp.com

We’ve all been where Bryan Harris was when he wrote the above introduction to this post. As bloggers or content marketers, we always hear that voice in the back of our heads.

When are you going to just sit down and write that post? What are you even going to write about? How are you going to actually make an impact with the finished product?

Read More

ROI or RIP: The Lean Content Marketing Handbook for SMBs

lean content marketing handbook

Some say content marketing is only for people with deep pockets, and that short of creating Star Wars, you’ll struggle to make an impact. We happen to disagree.

Over the past three years, we’ve been diligently working with SMBs to find success with content marketing via our products, our blog, a Meetup series, and endless conversations with clients as well as subject matter experts. The results of this work have added up the lean content marketing ideology, which is the practice of optimizing content strategies in order to create the highest impact with the least amount of time and resources.

Read More

8 Ways to Integrate Social Media and Blogging according to Guy Kawasaki

“A few years ago, blogging and social media were separate. Blogging was long-form, serious, and crafted. Social media was short-form, personal, and spontaneous. Some people predicted that social media would replace blogging because of declining attention spans. Now blogging and social media not only amicably coexist; they complement each other. The trick is to use a blog to enrich your social media with long-form posts and to use social media to promote your blog.”

Source: blog.marketo.com

Last year, one of our most successful blog post was titled: “Social Media Publishing Is Dead (as we know it)“. Its premise was that because of declining organic reach for brands and pages on Facebook (that the company was open about and that in fact is impacting all other social networks), social media could no longer be considered as a standalone publishing activity.

What do we mean by that?

Historically, many brands and companies have considered their Facebook, LinkedIn or Google+ pages as some form of web pages they could maintain by publishing content to it and generate engagement, independently of their main website. Community Managers who were independent from Content Strategists were managing these pages with different objectives than the ones being defined for the company’s Content Strategy.

This doesn’t work any more as many now agree, including Guy Kawasaki, the well-known evangelist and author of the Art of Social Media.

Read More