agile content strategy

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

Seth@RevUnit.com

Twitter: @Seth_Waite

Web: RevUnit.com