Lean Content marketing

 

lean content marketing
Content marketing stands for a fundamental change in marketing communication: away from traditional advertising towards valuable content that creates benefits. Many companies shy away from the associated effort. The start in content marketing is also possible to step by step and with few resources.

If you want to attract the attention of potential customers today, you have to offer them content that is relevant and valuable. It's about thinking like a publisher and viewing your content as a product: Like any product, the content must provide answers to the needs of the target group, compete against competing products, it must be advertised and brought to the target group via suitable channels.

This way of thinking is new to many companies. Others know about the importance of high-quality content for marketing communication but shy away from the effort. This not only applies to startups and smaller companies, but also to every company in which marketing is carried out "on the side" with few resources.

For these companies, "Lean Content Marketing" offers a concept for starting content marketing "lean" and gradually expanding it. The effort and risk can be calculated at any time.


Value creation without waste


Lean Content Marketing is based on the "Lean Startup" method that Eric Ries developed for products and business models. The aim is to establish a startup or to launch a new product with the least possible use of resources. The idea is to get started on the market as soon as possible to gain experience early on and receive feedback from customers, which will then be incorporated into further development.

Transferred to content marketing, "Lean" means: You start campaigns before they are "perfectly" thought out, collect feedback and data on content usage from live operations and then use this knowledge to identify topics and formats for the next campaign or to improve the choice of distribution channels. Your content is refined step by step to achieve the set goals more and more effectively.

Anyone new to content marketing could, for example, start curating third-party content. This makes it easy to find out with little editorial effort which topics are of particular interest to the target groups. These findings can then flow directly into the planning and production of your content. And the risk is so shallow that you miss out on the needs of the target groups.

To avoid misunderstandings: Lean content marketing is not about producing as "cheaply" as possible. Slightly, money, time and personnel should be used intelligently to create high-quality content that hits the mark:


Fast cycles, permanent improvement


Fast development cycles for the content are an essential basic principle. The aim is to design content tailored to the target group, to get to the point and to publish it promptly. The opposite happens in many marketing departments today: content is planned, created, corrected weeks in advance, sent through long approval processes, corrected again and published, only to find that the target group has missed the nerve completely. This way of working is anything but "lean". Lean content marketing works differently.

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