Leo Widrich, co-founder of Buffer, at last night’s Lean content marketing event (photo by JD Lasica).
5 rules for creating content with social appeal
Target audience: Content marketers, agencies, marketing professionals, businesses, brands, start-ups, nonprofits, social enterprises, educators, journalists.
Last night I attended the first Lean Content Marketing meeup put on by Scoop.it, the content curation platform, at their San Francisco headquarters. About 80 folks, a mix of marketers and entrepreneurs, turned out to hear Leo Widrich, CEO and co-founder of Buffer, offer his five cardinal rules of content marketing.
Content marketing, which my partner David Spark prefers to call brand journalism, is the practice of creating content relevant to your brand to gain greater visibiilty in search results and in social channels. Simply put, if you don’t create content, you can’t be an influencer, and you won’t get people talking about your company, product or service.
Where does lean content marketing come in? We’re a stone’s throw from Silicon Valley, where the conventional wisdom holds that a company that’s lean and product-focused will out-perform one that’s too marketing-centric, Scoop.it’s Arabella Santiago explained. Thus, like lean startup culture, the marketing sector could learn a few things from smaller, nimble means of spreading the word about a great new product — with social media at the top of the list. Blasting out a brand message doesn’t work if the underlying claim or value proposition is bupkis. Continue reading