Digital Summit DC Presentation

AGILE CONTENT MARKETINGTwice the content, half the time

TheAgileMarketer.net @andreafryrear | #DSDC16

THE CONTENT STRUGGLE IS REAL

Source: bit.ly/mozcontentfail


THE DANGER IS REAL TOO




“There are two ways of doing things: the old “Waterfall” method that wastes hundreds of millions of dollars and often doesn’t deliver anything...

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“...or the new way, which, with fewer people and in less time, can deliver more stuff with higher quality at lower cost.

- Jeff Sutherland, Scrum

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AGILE CONTENT MARKETING FTW

◈ More impactful content...

◈ ...that takes less time.

◈ How exactly does that work?

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PART 1: MORE IMPACTFUL CONTENTCreating audience-centered content with Agile principles


AGILE MARKETERS VALUE: Customer-focused collaboration

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OVERSilos & Hierarchy

Process of Customer Discovery Static Prediction

“Our highest priority is to satisfy the customer through early and continuous delivery of marketing that solves problems.

- Agile Marketing Manifesto

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3 PILLARS OF AUDIENCE-CENTRIC AGILE CONTENT

Personas User Stories Story Maps


PERSONASEmbracing the concept of MVP: Minimum Viable Personas

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“A marketing persona is a composite sketch of a key segment of your audience...to help you deliver content that will be most relevant and useful to your audience.

- Ardath Albee


http://contentmarketinginstitute.com/2012/06/b2b-buyer-personas-ardath-albee/

http://contentmarketinginstitute.com/2012/06/b2b-buyer-personas-ardath-albee/


Source: https://blog.bufferapp.com/marketing-personas-beginners-guide


Source: User Story Mapping, Jeff Patton

USER STORIESGetting to the heart of why you’re creating content: the users.


USER STORY ORIGINS




As a CONTENT MARKETER, I would like to

see A PRESENTATION about producing

more content in less time SO I CAN give my

content (and my content team) a better

chance of success.


As a CONTENT MARKETER, I would like to

see A PRESENTATION about producing

more content in less time SO I CAN give my

content (and my content team) a better

chance of success.

Persona

What they need

WHY???

STORY MAPPINGBuilding your content strategy around users and where they’re trying to go.

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Adapted from User Story Mapping, Jeff Patton

Stages of the journey

Personas

Customized content items

PART 2: LESS TIME Consistently releasing content without ruining marketers’ lives


AGILE MARKETERS VALUE: Adaptive & Iterative Campaigns

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OVERBig Bang Campaigns

Many Small Experiments

A Few Large Bets

“Deliver marketing programs frequently, from a couple of weeks to a couple of months, with a preference for the shorter timescale.

- Agile Marketing Manifesto

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Each content release gets us closer to opportunity

Source: Forbes.com

WaterfallRequires huge amounts of up front planning, is prone to delays, and features multiple rounds of revisions.

A TALE OF TWO CONTENT RELEASES


A TALE OF TWO CONTENT RELEASES

AgileFocuses on releasing often and using incoming data to evaluate success, lessons, and next steps. Up front planning is minimal.


30TIME

“Waterfall” Content Creation

Iterative Content Creation

RESEARCH WRITE DESIGN EDIT APPROVAL RELEASE

Release Release Release

Skip Research

PART 3: HOW AGILE CONTENT WORKSUsing agile marketing for content creation, (even if nobody else is on board)


“It’s hard to believe, but we regularly see somewhere between a 300- to 400-percent improvement in productivity among groups that implement Scrum well.




WARNING: PREREQUISITES REQUIRED!

➔ Content Strategy➔ Editorial Mission

Statement


WARNING: PREREQUISITES REQUIRED!

Content Strategy for the WebBy Kristina Halverson and Melissa Rach

www.contentstrategy.com

COMPONENTS OF AGILE CONTENT MARKETINGBacklogA prioritized to-do list.

Must be regularly maintained and agreed on by stakeholders and content creators.

Iteration PlanningWhat are we doing now?

User stories → tasks, which are assigned to team members. “Done” is established.

Tracking SpikesInterruptions happen.

Track what doesn’t get done because of unexpected work. Use data to your advantage.

Daily StandupMeet daily for 15 minutes.

What did you do yesterday? Today? Anything blocking you? Team solves problems.

Review/DemoShow off your awesomeness.

Not a time for accepting or editing, just showing what’s been Done.

RetrospectiveTeam members only. Period.

How’d it go? How can we continually improve our team and our process?



Image source: Dzone.com

THE AGILE CONTENT BACKLOG


I know just what to do next!

IMP

OR

TAN

CE


TheAgileMarketer.net @andreafryrear | #DSDC16Source: User Story Mapping, Jeff Patton





Image source: Scrum Association


Image source: Dzone.com

AGILE ITERATION PLANNINGWhat are we doing next?


Team Size Sprint Length Absences

AGILE ITERATION PLANNINGUser stories → tasks


As a marketer manager, I would like to attend a webinar on content marketing’s future so I can plan my next quarter.

Storyboard webinar slides

Book guest speaker

Create final slide deck

Test audio and video

Design & schedule email campaign

Social media promotion

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4

2

2 4

4

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AGILE ITERATION PLANNING

◈ 2x peer review◈ Loaded into CMS◈ Social promotion planned◈ Images added


◈ Draft created◈ No review/edits◈ No images◈ No social media scheduled

DONE = ?

DAILY STANDUP MEETINGS


➔ What did you do yesterday?➔ What do you plan to do today?➔ Is anything keeping you from

moving ahead?

DAILY STANDUP MEETINGS


Use 16th Minute Parking is good.

Standup

Extra Stuff

My time is respected!

TRACKING SPIKES

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TRACKING SPIKES

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SPIKE!More work gets added!

REVIEW AND DEMO CONTENT


Source: ScrumTrainingSeries.com

TEAM RETROSPECTIVE


Source: Waynedgrant.wordpress.com, TheAgileMarketer.net

THE CONTENT STRUGGLE IS REAL...

CITE


BUT FAILURE DOESN’T HAVE TO BE.


“All that effort poured into planning, trying to restrict change, trying to know the unknowable is wasted. Every project involves discovery of problems and bursts of inspiration.



THANKS!Any questions?

@andreafryrear

[email protected]

TheAgileMarketer.net


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Digital Summit DC Presentation