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.

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