1. Agile Marketing and Content Strategy
Presented by: Kat Liendgens

2. Hi
• Kat Liendgens
• CEO at Hannon Hill Corporation
• @katliendgens | @hannon_hill
• kat.liendgens@hannonhill.com
• Specialties:
— Content Management
— Web Marketing, Social Media, Analytics

3. Let’s talk about…
• Agile: What does it mean?
• Agile marketing: How to get started
• Campaign management
• Content Strategy
• Social Media Best Practices
• Measurement matters

4. What does “AGILE” mean?
• Iterative approach
• Ability to make decisions and act quickly
• Inspect and adjust

5. What are the benefits of the agile approach?
• Increased autonomy of team members
• Less project management overhead
• Lower risk
• Easier and less expensive to make changes

6. Why “Agile”?
• Software: Requirements change frequently
• Marketing: Tools and consumer behavior change
frequently
• Identify what works and what doesn’t, so that you
can continuously optimize your approach

7. Agile Marketing: The Ingredients
• Focus on fresh, valuable content
• Social media
• Track and measure
• Inspect and adjust
• Focus on actionable data
• Calculate your ROI

8. Fresh, quality content
• Inbound marketing
• SEO
• Share-able and share-worthy content
• Increase visitor loyalty

9. The Million Dollar Question
Do you have a CONTENT STRATEGY?

10. Content is King, content is YOU
• Content is everybody’s business
• All content is marketing content
• The engagement factor

11. What is a Content Strategy, anyway?
Your Content Strategy Determines…
• Type of content
• Who’s in charge
• Key message
• Purpose and strategic goals

12. What is a Content Strategy, anyway?
It Also Determines …
• Content promotion
• Publishing details (when and where)
• Keywords
• Campaigns

13. Why do you need a Content Strategy?
A Good Content Strategy …
• Ensures commitment
• Helps you produce better quality content
• Improves your SEO
• Optimizes promotion of your content

14. Why do you need a Content Strategy?
A Good Content Strategy also …
• Helps you identify what works best
• Increases visitor satisfaction and loyalty
• Facilitates re-purposing
• Leads to better consistency of your message

15. What it comes down to
• Inspired and empowered content contributors
• Happy and loyal visitors
• Successful marketing and web teams
• Better ROI

16. Baby steps!
• Build your team
• Define your audience
• Determine your key messages
• Audit your existing content
• Analyze content gaps
• Brainstorm types of content delivery
• Assess frequency and feasibility
• Create an editorial calendar

17. Baby steps!
• Create regular features
• Expand your channels
• Re-build/expand your team
• Allow and encourage feedback/comments
• Respond
• Listen
• Inspect and adjust

18. The Truth about Social Media
• Pros and cons
• Not a replacement for your CMS
• Vehicle to communicate with your audience
• Vehicle to promote your content and provide value
• Rules of engagement
— Etiquette
— Commitment
— Pace
— Track, measure, analyze, adjust
— Continued training

19. Measure, measure, measure
Web Analytics
— Start small – define a few measurable goals
— Measure conversions
— Focus on trends, not just raw data
— Segment data as much as possible
— Use the data to make content decisions

20. Measure, measure, measure
Social analytics
— Followers, likes, subscribers
— Traffic sources
— Engagement score

21. Focus on Actionable Items
• Keywords and search terms
• Referring sites and inbound links
• Social media channel measurement
• Entry and exit points
• Conversion rates
• Content touched by target audience

22. Agile Campaign Management
• Set goals and objectives
• Define your campaigns
• The smaller, more tangible your campaign and
desired outcomes are, the easier it is to calculate
your ROI
• Track and measure
• Inspect and adjust

23. Pulling it all together
• Agility:
— Focus on content, social media, measurement, ROI
— Campaign management and optimization
• Develop a content strategy
• Set goals and objectives
• Use social media to promote your content and to
interact with your audience
• Use web and social analytics
• Track as much as you can
• Inspect your results and adjust your strategy

24. Questions?
kat@hannonhill.com
@katliendgens