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Babak Zand & Helen Schrader
Agile Content Strategy: developing and
implementing a content strategy with few
resources
Hey there. We are...
2
Babak Zand; Content Strategist & SCRUM Master@bazakom
Helen Schrader; Product Owner Content Marketing & SEO@helenschrader19
A few words about Pixum
3@bazakom | @helenschrader19
What is currently the biggest challenge in Content Marketing?*
4* Survey among n = 132 content marketing decision makers and employees of agencies and companies in Germany.
How can we - without
neglecting our daily
business and with a
small team -
● ...methodically develop
a solid and documented
Content Strategy?
● ...implement, measure
and control a
cross-departmental
Content Strategy within
the company?
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Develop a Content Strategy methodically by
using agile Project Management Methods
within an pilot project with the help of
Performance Measurement Systems.
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WTF?7
Structure
What? Content Strategy● Introduction of the Content Strategy Framework● Content Strategy @PIXUM
How? Agile Management● Introduction of the SCRUM Framework ● Iterative Approach @PIXUM
Is it Working? Performance Measurement● Controlling with the help of the Balanced Scorecard● The Objective and Key Results System @PIXUM
8@bazakom | @helenschrader19
Content Strategy Framework
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A birds perspective – The Content Strategy Framework10
Preparation Phase – The Kick-Off11
The Preparation Phase - The Kick-Off
• One of the most important phases regarding later agile management.
• Project vision is defined; Setting up a Business Case
• Getting Support of C-Level for the Pilot Project.
• Team members are selected.
• Planning for internal trainings (e.g. workshops) for future team members without prior agile
experiences.
12@bazakom | @helenschrader19
Looking for data - The Research Phase13
Looking for data - The Research Phase
• Collect meaningful data with the help of strategic analysis.
• Used for making the important decisions.
• Various strategic analytic instruments; data relevant to structures and processes.
14@bazakom | @helenschrader19
Draft of a first battle plan – the Content Marketing Strategy15
• With enough data collected, a battle plan is developed.
• Several Content Marketing Strategies for multiple target audiences.
• Workshop results are planned on a high level, confirmed and then processed in further sprints.
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Draft of a first battle plan - The Content Marketing Strategy
@bazakom | @helenschrader19
Helen
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The Preparation Phase - How to start?
What is necessary to start your strategy?
● Set the stage● C-Level management support● Casting call● Pioneers, characters
We had our framework, but what now?
● Get everyone together● Set goals● Get help
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CEO
@bazakom | @helenschrader19
The Research Phase: Learn to love your numbers
Our questions:
● Do we have best practices? ● What has worked in the past?● Where can we achieve the biggest growth?
Our to-do’s
● Content Audit ● Customer Surveys● Data, data & tools
19@bazakom | @helenschrader19
The Battle Plan: First Discoveries
Findings
● The best channels: Social Media, CRM & Service● Daily business vs. Content Strategy● Northern star vs. team goals vs. private goals
Revelations
● Who is your stakeholder?● Find supporters!● Find a framework that works for you
20@bazakom | @helenschrader19
Agile Management with the SCRUM Framework
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"(...) Eisenhower once observed that
planning for combat is important, but as
soon as the first shot is fired, your plans go
up in smoke." - Jeff Sutherland, Co-Creator
of SCRUM.
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SCRUM Model23
BACKLOGREFINEMENT
DAILY
RETRO
REVIEW
SPRINTPLANNING
Backlog©
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BACKLOG
Requirements
Prioritisation
User Stories
Refinement
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REFINEMENT
Complexity
Effort
Planning Poker
Sprintplanung©
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SPRINT PLANNING
User Stories
Sprint Scope
Tasks
Daily©
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DAILY
Updates
Progress
Challenges
Review
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REVIEW
Results
Transparency
Feedback
Retro
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RETROSPECTIVE
Self reflection
Potential
Strategies
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Heroes of SCRUM
● Team consists of specialists
● Solve tasks self-sufficiently
● Team members gain more experience with every sprint, which improves the effectiveness and efficiency of the entire team.
The Tuckman-Model
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Forming
Storming
Norming
Performing
Helen
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How did we become a great team? - Storming
How to jump into your storming phase?
● Think about your favourite childhood movie● What was great about it?
That’s why agile is great!
● You win some, you lose some● Friendship goals● The Nerd, The Princess, The Jock, The Basket Case, The
Criminal :-)
33@bazakom | @helenschrader19
How to build self-esteem? - Norming
Agile can support change
● Transparency● Communication● Prioritization● Goals & Achievements
Every member becomes
● More self-aware● Hungrier
34@bazakom | @helenschrader19
Data, again…! - The Performing Phase
Agile & SCRUM thrive on data...
● as do most businesses● consistent delivery● increased efficiency
This data has different manifestations
● KPIs (hard & soft)● Sprint Velocity● Turnover & Sales● Prosperity & Success
35@bazakom | @helenschrader19
As you can see… it works! Best Marketing Organization Award 201636
Measuring and Controlling a Content Strategy as a continuous task
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The concept of the BSC in under 3 Minutes
Concept of the Balanced Scorecard
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Strategy
Vision
Financial Perspective
Internal Perspective
Learning & Growth Perspective
Customer PerspectiveScorecard
Dashboard of all
relevant KPIs
Strategy Map
Visual cause & effect
chain
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Clear and easy to understand - The Strategy Map
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Just like a cockpit - the Scorecard
How to find the correct key figures - it’s the mixture that counts
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Performing Measures Leading Measures
Helen
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Explanation OKR-System
Objectives & Key Results
● Relevant KPIs for the Company● Your company’s focal point● Increase transparency & communication● Company goals, divisional goals, team goals● Set quarterly targets
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Pixum Company Objectives
CS BMIT PM Ad
SEACRMSEO
@bazakom | @helenschrader19
My practical OKR-Example @PIXUM
How does it work for me?
● Third quarter goals in 2016● Four objectives, twelve key results● They pay into the company goals● They pay into the team goals● They are agile and complementary● They structure your work
45@bazakom | @helenschrader19
Why did we choose SCRUM for our Content Strategy?
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● Struggle with various tasks, priorities and teams
● It works well with the OKR Systemthat we already had
● Lack of documented content strategy● Developing, implementing & controlling a
solid content strategy without neglecting daily business
Questions?
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Contact
Babak ZandContent-Strategist & SCRUM-Master
[email protected]+49 177/368 20 98
Helen SchraderProduct Owner Content Marketing
www.pixum.co.uk / www.pixum.de [email protected]+49 2236 886 422
48@bazakom | @helenschrader19
SourcesPage 38: Stormtroopers; Name: Robert McGoldrick; Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0) Link: https://www.flickr.com/photos/bobsfever/6747750655/
Page 41: Cockpit; Name: Byron Sterk; https://unsplash.com/@byronsterk
Page 42a: Performance Measures; Name: Clem Onojeghuo; https://unsplash.com/@clemono2
Page 42b: Leading Measures; Name: averie woodard; https://unsplash.com/@averieclaire
All other pictures by Nadine Kuhn Fotografie or Pixum.
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