Execute your very own Lean Content Experiment
A template, tools and readings to get you started
By Lisa Venter
Here at Skyscanner we’re big fans of putting data where our mouth is from the forefront of every small idea or campaign.
Our very own Colin McFarland makes a case for experimentation saying,
“If you’re Picasso don’t A/B test, but for the rest of us it’s humbling to evaluate our ideas…”
However external to Skyscanner, we realise that not all organisations and SMEs have the resource to develop their own custom methods for Lean Marketing experimentation. We don’t do rocket science here at Skyscanner but we do keep things simple, as long as ideas are aligned to our goals and backed up with data. We have a few resources we can share to help you get started with your own journey into content experimentation
The best way to start is small and fast. Here is a template of some the things we define at the beginning of a content experiment and how we set ourselves up for learning and not for success or failure; i.e. we embrace it all but ensure we keep ourselves straight with a clearly defined set of metrics from the get-go.
This is a great way to get buy in from your colleagues or prove a concept (even if it is just to yourself) using the most convincing of things, data. The next time you have a great idea, vet it using something like this to ask yourself the right questions.
- What’s the idea?
Provide a summary of the idea along with any backup you have as to why you believe it will drive growth.
There’s many ways of prioritising ideas to help you decide what to do first, at Skyscanner we like using the ice score.
Based on [insights or data we have to back up our idea], we predict that [what we are going to do] will cause [impact we expect]
- Test Methodology
How are you going to validate your idea before launching at scale?
- Metrics & Benchmarks
What metrics will define success, what’s your benchmark? Take a look at Pirate Metrics if you’re stuck on where to get started with measurement.
- Results & Learnings
Once you’ve run your activity, capture your results and summarise and share learnings.
Create an MVP (Minimum Viable Product) version of your content to quickly test your idea using tools that allow you to build Lean removing the need to wait weeks/months/eternity for engineering resource to say design an on-page content tool or a designer to help format a set of tables.
Here are some ideas of content marketing tools I gave in Hacking your Content Process with a Growth Mind-set:
- Create an infographic using Piktochart
- Add visual interest with graphics created in Canva
- Produce product demos using free tools like Camtasia and Jing
- Quickly output animated videos using tools like Biteable to convey more data driven content that doesn’t always translate well to text formats
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Read, learn, grow
We have some other guides and case-studies that could help bolster your learning and development when it comes to growing into an experimental content marketer.
- Working with Influencers using a Lean Approach: Influencer marketing is far from traditional advertising. Instead it’s a way to connect with our users in a world of ad-blockers and people valuing word-of-mouth with regards to consumer decisions.
- Lean marketing: Pause, rewind and go small: On the brink of launch, we hit pause. We asked ourselves, could we be doing this better? Could we apply small batch sizes to marketing campaigns? Could we test and learn our way to more efficient execution, more impactful (more certain) results? Invariably, the answer was yes.
- How a bad social media post become one of our most successful campaigns: So how did this journey come about? The answer lies in validation of concepts and making decisions based on data.
- Grow what you’ve got: 5 steps to re-purposing old content: Stop creating and start recycling your content to maximise growth.
- SEO Matters: How little tweaks can increase your rankings and deliver 200% more traffic.
About the Author
Hello! I’m a Content Strategist here at Skyscanner and sit in our Central Growth Tribe. Skyscanner embodies everything that I want from a company. It encourages big thinking and the only limit of any idea is the validation behind your hypothesis! It’s always changing and ever growing and that’s what I love about it — you never know where you’ll be a week, a month or a year from now.
Work with Skyscanner
We definitely do things differently here but Skyscanner is a great place to work while you learn and grow at the same time. Here are our current vacancies* from today’s publishing date.
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