agile content strategy
DESCRIPTION
Learn about the 4 P's of Content Strategy (Planning, Production, Publication and Promotion) in an Agile methodology to make sure your content creation is effective.TRANSCRIPT
Developing a Content Marketing Strategy
WE ARE ALL
CONSUMERSand our expectations for digital are
set by the brands we interact with.
If your experience doesn’t measure up, it’s going to hurt
your brand.
“A sub-par user experience results in 47% of site visitors having a less
positive perception of the company… and a third went on to tell others about it.Equation
Research
WE’RE LESS TOLERANT
When users have a less than positive experience online…
78% go to competitor site
88% are less likely to return
38% go to a competitor and never return
YOUR NEWCOMPETITION
CONTENT IS…
WHAT PEOPL
E WANT
WHAT PEOPL
ESHAR
E
WHY PEOPLE
ACT
Companies of all sizes need to realize that great content is required for success in digital
WE ALL MAKE CONTENT
SO WHAT IS CONTENTMARKETING
Planning
Production
Publication
Promotion
AGILEMARKETING
Making frequent, planned updates enables you to prioritize feedback and respond immediately to what users are saying. This connectivity with users builds loyalty and drives continued engagement with the content.
TRADITIONAL METHOD
Write Content
OU
TC
OM
E?
USER VALIDATED MARKETING
MVP
0.2
0.3
0.4
1.0LEARNINGS
LEARNINGS
LEARNINGS
LEARNINGS
OR
Building small requires rigorous prioritization of content opportunities based on existing user insights and business objectives
Our aim is to learn from real users on a subset of content and let those insights inform the future allocation of resources
LEVEL OF EFFORT
SIZ
E O
F S
UC
CESS
CONTENTPLANNING
PLANNING Planning is about understanding your objectives and aligning them with the intent of your audience
FeedbackComments, reviews,
survey
BehaviorA-B testing, heat-
mapping
AnalyticsPage, event and
conversion
ConnectionsData bridges, Social
INTENT
SOCIAL
INTEREST
USER VALIDATED DRIVERS
CONTENTPRODUCTION
Creating great content is lots of hard, rigorous work and there are no shortcuts to doing it right
TECHNOLOGIES
Ruby on Rails.NET
HTML5iOS
AndroidPhoneGap
PHP
PLATFORMS
MobileTabletWeb
SocialKioskPOS
PRODUCERS
WritersEditorsExperts
VideographersPhotographers
Recording ArtistsActors
PLANNED PUBLICATION
CONTENT PUBLICATION
Though content roadmaps are critical, room must be made for the learnings gained from users.
MVP
Iterate
Iterate
1 21 2
1 2
Listen & LearnImplement
1
2
Content isn’t valuable to you or your audience you worked hard to create it for if nobody knows you created it. Great content is easier to promote, but it wont share itself.
Next Steps for Content…
PROMOTION
SHARING
Influencers 1st
Stay in the Conversation
Make it Contextual
Bite-size Bits
UPKEEP
Lifecycle
Relevancy
Platform Changes
New Content
SEARCH
Micro & Meta
Internal Links
Natural Language
User First
Great ContentMARKETING
Planning
Production
Publication
Promotion
