For those of you who don’t live in the echo chamber of internet startups, over the past year or two there has been a movement called the “Lean Startup” which has been all the rage amongst entrepreneurs and developers trying to create the next Facebook, Twitter or Google. Eric Ries, the leader of the lean startup philosophy, has outlined a set of processes to efficiently develop web products and effectively measure the minimum viable product (MVP) for adoption in market at a low, “lean” cost. Sean Ellis, a serial web startup marketer, writes arguably the best blog on this topic and has developed a number of strategies for measuring the key metrics to determine whether you’ve got your MVP.
As I’ve mentioned before, we are all about helping publishers succeed online, so I wanted to share the 3 things I think online news sites and bloggers could take from the lean startup philosophy that could help their businesses:
1. Don’t write a single sentence of a post/article without talking to potential readers – Both Ellis and Ries stress the importance of testing the market for a web app before wasting the time of writing any code. There is no reason journalists and bloggers should be any different. Before starting a blog or new media property, create a simple landing page through Google docs with a description of the content you will be creating with an email form for interested users to fill out so you can notify them when you launch. You can simply email the link to the page to people you think may be interested, post the link on social networks or even buy some Google AdWords for targeted keywords relevant to your content type. From the number of people who fill out the form, you will be able to get a small sample size of early reader’s you can speak to about the direction of the blog that will give you some good data on your target audience.
2. Test several content types and then kill some – Ellis and Ries are big advocates of killing features early in a products lifecycle in order to develop the “Minimum viable product” for adoption in market. Assuming you see some demand for the general topic you plan to cover, next you should develop several different content types you intend on creating on your site. For example, some content types might include opinion/analysis pieces, list posts (i.e. top 10’s), summaries or reviews, etc. Once you have created one or two items for each content type, ship them off to the users who expressed interest in your content type and see which type users like the best. You should be able to tell from certain metrics (clicks, comments, link backs, retweets/pins, etc.) and from speaking to users what the minimum viable content types for a site would be to continue to retain them as readers.
3. Published doesn’t mean complete, optimize and iterate quickly - If a developer finished writing the code and designing his app, opened it for users and then didn’t continue to improve upon the product after it were live, they probably wouldn’t be very successful. Now that we are no longer restricted to printing stories permanently on paper, there is no reason we shouldn’t iterate on our content after it is published online and we have been able to collect some data about how readers are taking to that piece of content. Some of the simplest metrics we can gather to test how a piece of content is performing are click-through rates, time on page and bounce rates. If an article isn’t getting clicks or retweets, trying changing its title on the fly. Here is a great example of how the HuffingtonPost A/B tests their headlines in real-time.
These are just a few of the principles we can apply to help us create successful online content. Are you a practitioner of the lean startup methodology? Have suggestions for how this can be applied to online news and journalism? Share them with us in the comments below!
For the last couple of years, much of the focus regarding the evolution of the web has centered on the concept of the social graph. The social graph, or the digital collective set of personal connections established by users on social networking sites, has laid the foundation for deeper engagement with others online. We update our personal networks on everything from the mundane eating of a sandwich to marriage proposals, separations and births. Simply, our social lives are now hosted online for our worlds to see.
