Agile Marketing Values to Sharpen Your Content Process:
I recently spent a few hours on a Sunday afternoon making homemade noodles, a surprising mess that made me appreciate the complexity behind a simple piece of spaghetti.
I had no idea that there were different types of flour that you can use in almost infinite combinations, depending on the type of dough you are looking for.
For many marketers, our relationship to content is more or less the same.
We like to use content marketing products without truly understanding the intricate dance that brought us. Even those responsible for one or two steps in the process do not have a complete view of content creation.
Initially, we can get away with an arbitrary approach, but now that premium content has become desktop sharing, we need to invest in both creation and production and production.
Because the process is important
Part of the value of the content creation process has been clear for years. This is reflected in the multifaceted value of a content strategy documented in the CMI survey. If you haven’t already followed it, content marketers offer a documented content strategy:
• They are more likely to see themselves as effective in content marketing
• Explore all aspects of less demanding content marketing
• Feel more effective using all your content marketing tactics and social media channels
• Can justify a larger budget for content marketing
But the strategy is only half of the equation; execution is the other.
What happens after determining the strategy? How do you bring it to life?
It would seem that the section also needs to be documented.
CoSchedule found that marketers who document their processes are 466% more successful than those who don’t.
If your process is correct, it will produce magical results. Because the work is fluid from start to finish, every element that goes through the process gets better. The work gets done faster and is likely to be of high quality and tied to marketing goals.
And if we’re honest, these are things most of us can do better.
An agile approach to the content marketing process
By documenting your process, you offer a greater chance of success, which is a simple and straightforward starting point. But during the documentation, you will probably notice that the execution can be used optimally.
“Being better” in promoting content marketing is a dark and futile goal. You need a clearly marked path.
What is agile content marketing?
To be clear, I’m not talking about accepting the whole Agile framework like Scrum or Kanban. I advocate using Agile values to inform your content marketing process.
(The Full Agile Framework is great, of course, and will bring even more benefits, but starting with values will also improve your content marketing practices.)
Agile in general, and Agile marketing in particular, emphasize five areas: visibility, experimentation, iteration, collaboration, and effectiveness.
Open things up and be surprised by what happens. Visibility can simply mean planning everything and literally planning everything your content team will do in the next month. That might mean going a step further and documenting it in a digital project management tool, but that’s a big plus now. A list of sticky notes on a whiteboard is also a step in the right direction.
Ultimately, providing this transparency helps people see requests for content, as their new request affects what happens. It also reveals the true scope of your content efforts, which are often MUCH broader than anyone outside the suspect content team.
Finally, visibility shows you the true state of your content marketing process. It won’t magically solve all your problems, but it’s an excellent first step.
This is your new mantra: make it visible if you can’t solve it.
Once you’ve seen the work, you’ll probably see that there’s plenty to do. The following logical discussion relates to the question “What can we stop doing?”
If you don’t do things, it looks like you’re giving up or missing out on opportunities. Instead, express it as a competent value – experimentation – to promote your content marketing.
The idea is to assume that it is not possible to make a perfect plan. Audiences are unpredictable, as are competitors and the volatile digital world we live in.
Instead of thinking about a bombproof annual plan for weeks or months, accept short-term repetitive experiences.
These experiments must be the best to produce the best:
• Bankruptcy: designed so that it doesn’t harm the brand, if it doesn’t work, don’t
• Short term – can be done in two to three weeks
• Well designed – with clearly identified results, criteria, and criteria for success and failure (use the scientific method as a guideline)
• Iterative: successful experiments lend themselves to the future
When experiments show promising results, it’s time to move to Agile Marketing’s #1 Value. 3: Repeat.
By accepting the iteration, you expand your proven ideas and constantly add value, beauty, and functionality.
For example, you can turn a simple list into a more engaging audience and a social section into more solid media. If the iteration works well, you can apply the basic concept to interactive content, such as a webinar. As your action continues, you may want to learn more through a series of professionally produced videos. The process was repetitive. You’ve gone from one creation to the next based on feedback from your audience.
As you can imagine, the above values work best with a wide range of perspectives. Agile is based on the belief that the people closest to the work and the public that consumes it must decide how the work should be done.
Simply put, Agile means better collaboration. In other words, a content creator with a computer in a basement office simply wouldn’t be as successful as a collaborative team with an audience-oriented perspective.