Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

7 Steps To Implement Agile Content Marketing

7 196 vues

Publié le

7 Steps To Implement Agile Content Marketing

- Check out more of Rachel Burger's work here: http://blog.capterra.com/author/rburger/
- Capterra's Project Management Blog: http://blog.capterra.com/articles/project-management/
- Follow Rachel on Twitter! http://twitter.com/RachelBurgerPM
- Capterra's Project Management Twitter: https://twitter.com/capterrapm

Publié dans : Marketing
  • Soyez le premier à commenter

7 Steps To Implement Agile Content Marketing

  1. 1. 7 Steps To Implement Agile Content Marketing Rachel Burger rburger@capterra.com @RachelBurgerPM
  2. 2. I am Rachel Burger. I am a researcher. I am an economist. I am a consultant. I am a writer. (I am also Capterra’s content marketing team lead and senior project management specialist.) @RachelBurgerPM
  3. 3. • Reader satisfaction is the end goal. • Grammar (often) matters. • The hardest part of writing is always getting started. • Feedback from editors and readers are essential for an author’s long-term growth. • Edits improve first drafts. • Formulaic outlining assists some writers more than others. How to have a writer’s attitude How to have an Agile attitude • Customer success is the end goal. • Conventions (often) matter. • The hardest part of creating is always getting started. • Feedback from customers and stakeholders are essential for a team’s long-term growth. • Iterations improve first efforts. • Formulaic processes assist some teams more than others. @RachelBurgerPM
  4. 4. There will never be a time when innovation expires. @RachelBurgerPM
  5. 5. There will never be a time when software innovation expires. @RachelBurgerPM
  6. 6. individuals + interactions processes + tools working software comprehensive documentation customer collaboration contract negotiation responding to change following a plan @RachelBurgerPM Agile Values
  7. 7. Our highest priority is to satisfy the customer through early and continuous delivery of valuable software. Welcome changing requirements, even late in development. Agile processes harness change for the customer's competitive advantage. Deliver working software frequently, from a couple of weeks to a couple of months, with a preference to the shorter timescale. Business people and developers must work together daily throughout the project. Build projects around motivated individuals. Give them the environment and support they need, and trust them to get the job done. The most efficient and effective method of conveying information to and within a development team is face-to-face conversation. Working software is the primary measure of progress. Agile processes promote sustainable development. The sponsors, developers, and users should be able to maintain a constant pace indefinitely. Continuous attention to technical excellence and good design enhances agility. Simplicity—the art of maximizing the amount of work not done—is essential. The best architectures, requirements, and designs emerge from self-organizing teams. At regular intervals, the team reflects on how to become more effective, then tunes and adjusts its behavior accordingly. @RachelBurgerPM Agile Principles
  8. 8. @RachelBurgerPM Key terms: Scrum Sprint Iteration
  9. 9. @RachelBurgerPM Agile Content Marketing Sprint
  10. 10. Agile content marketing is the philosophy that a customer and team-centric approach, combined with iterative development and a relentless focus on feedback, will yield the most efficient personalized marketing solution over time. @RachelBurgerPM
  11. 11. Agile content marketing works from startup to enterprise Oracle derived one third of MQLs from a blog platform developed using Agile principles. GrowthHackers added 60,000 unique visitors after four months of no growth using high-tempo testing. @RachelBurgerPM
  12. 12. Agile content marketing isn’t right for every team. Benefits: ●Customer-focused outcomes ●Consistent improvement ●Strong, tight team ●Simplified, laser-focused process Risks: ●End-to-end security failure ●Too much change ●No tight team supervision ●Team-wide adoption failure @RachelBurgerPM
  13. 13. 7 steps to Agile content marketing @RachelBurgerPM All following slides and supplemental materials are included in your handout BUSINESS VALUES │ GOALS │ METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT
  14. 14. 1. BUSINESS VALUES │ GOALS │ METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT @RachelBurgerPM Traditional marketing values Problems with those values The Agile solution Desired outcome Efficiency determines success Invest in a specialized workforce Emphasize internal stakeholders Marketing should be marketing
  15. 15. 1. BUSINESS VALUES │ GOALS │ METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT Traditional marketing values Problems with those values The Agile solution Desired outcome Efficiency determines success “Efficiency” has no context Invest in a specialized workforce Skills expire Emphasize internal stakeholders No customer feedback loop Marketing should be marketing “Fuzzy” marketing promises Traditional marketing values Problems with those values The Agile solution Desired outcome Efficiency determines success Invest in a specialized workforce Emphasize internal stakeholders Marketing should be marketing @RachelBurgerPM
  16. 16. 1. BUSINESS VALUES │ GOALS │ METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT Traditional marketing values Problems with those values The Agile solution Desired outcome Efficiency determines success “Efficiency” has no context Teamwork, responsiveness, and customer focus determine success Invest in a specialized workforce Skills expire Invest in a versatile workforce Emphasize internal stakeholders No customer feedback loop Emphasize customer stakeholders Marketing should be marketing “Fuzzy” marketing promises Marketing should be business embedded @RachelBurgerPM Traditional marketing values Problems with those values The Agile solution Desired outcome Efficiency determines success “Efficiency” has no context Invest in a specialized workforce Skills expire Emphasize internal stakeholders No customer feedback loop Marketing should be marketing “Fuzzy” marketing promises
  17. 17. 1. BUSINESS VALUES │ GOALS │ METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT @RachelBurgerPM Traditional marketing values Problems with those values The Agile solution Desired outcome Efficiency determines success “Efficiency” has no context Teamwork, responsiveness, and customer focus determine success Invest in a specialized workforce Skills expire Invest in a versatile workforce Emphasize internal stakeholders No customer feedback loop Emphasize customer stakeholders Marketing should be marketing “Fuzzy” marketing promises Marketing should be business embedded Traditional marketing values Problems with those values The Agile solution Desired outcome Efficiency determines success “Efficiency” has no context Teamwork, responsiveness, and customer focus determine success Adaptive strategy with higher ROI and lowered risks over time Invest in a specialized workforce Skills expire Invest in a versatile workforce Retain and attract passionate, flexible, and exceptional employees Emphasize internal stakeholders No customer feedback loop Emphasize customer stakeholders Content quality and brand value increase Marketing should be marketing “Fuzzy” marketing promises Marketing should be business embedded Higher-quality end product
  18. 18. BUSINESS VALUES │ 2. GOALS │ METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT @RachelBurgerPM Traditional content marketing goals Problems with those goals Create and maintain an optimized marketing funnel Drive brand recognition Increase market share
  19. 19. BUSINESS VALUES │ 2. GOALS │ METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT @RachelBurgerPM Traditional content marketing goals Problems with those goals Create and maintain an optimized marketing funnel Drive brand recognition Increase market share Traditional content marketing goals Problems with those goals Create and maintain an optimized marketing funnel Narrow view of the customer journey Drive brand recognition Emphasis on vanity metrics Increase market share Missed nuance in a complex market
  20. 20. BUSINESS VALUES │ 2. GOALS │ METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT Agile content marketing only has two goals: 1. Curate and maintain customer trust. 2. Build and grow brand value. @RachelBurgerPM
  21. 21. Business values 2. Goals Metrics Team structure Procedure Testing Improvement Emphasis on customer trust and brand value MEANS @RachelBurgerPM BUSINESS VALUES │ 2. GOALS │ METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT ● Anticipating customer needs and desires ● Meaningfully delighting, entertaining, and helping ● Customer experience exceeds customer expectations
  22. 22. Traditional marketers have dangerously little insight into who their customers actually are. @RachelBurgerPM BUSINESS VALUES │ 2. GOALS │ METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT
  23. 23. Agile market personas: As a [ market persona ], I want to [ do something ] so that [ my desired result ] happens. Traditional buyer personas: As a [ buyer persona ], I am more likely to [ desired business result ]. @RachelBurgerPM BUSINESS VALUES │ 2. GOALS │ METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT
  24. 24. We’ve gone from VALUES to GOALS to CORRECTLY DEFINING CUSTOMERS. @RachelBurgerPM WELCOME TO EVERYDAY AGILE. (Thanks, theory. You’re my rock.)
  25. 25. Emphasis on customer trust and brand value MEANS completely rethinking success indicators. @RachelBurgerPM BUSINESS VALUES │ GOALS │ 3. METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT
  26. 26. Traditional content marketing exclusively focuses on internal business goals. @RachelBurgerPM Business Incentive Content Marketing Goal Measurement Proxy Generate leads Content that converts Conversion rate per content Drive website traffic Content that attracts Website visits per month Increased market share Content that brands Branded searches per month BUSINESS VALUES │ GOALS │ 3. METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT
  27. 27. @RachelBurgerPM Traditional content marketing metrics incentivize the wrong behaviors. Individual over team Costly pivots Jeopardizes long- term SEO Excludes customer feedback No interest in customer experience Quality goes unmeasured Skill-based hiring Risk aversion BUSINESS VALUES │ GOALS │ 3. METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT
  28. 28. @RachelBurgerPM Traditional content marketing metrics incentivize the wrong behaviors. Individual over team Costly pivots Jeopardizes long- term SEO Excludes customer feedback No interest in customer experience Quality goes unmeasured Skill-based hiring Risk aversion Eroded team trust Low ROI Google acts as single point of failure Customer needs go unmet Differing brand experiences No built-in system for quality improvement Costly resource management changes Few identified growth opportunities BUSINESS VALUES │ GOALS │ 3. METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT
  29. 29. RUNNING A COMPANY ON VISIBLE FIGURES ALONE IS A DEATH SENTENCE @RachelBurgerPM BUSINESS VALUES │ GOALS │ 3. METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT
  30. 30. @RachelBurgerPM Agile metrics stem from three qualitative, contextual questions Does my team’s process work? Are we building customer trust? Are we creating brand value? BUSINESS VALUES │ GOALS │ 3. METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT
  31. 31. @RachelBurgerPM Content Marketing Goal Measurement Proxy Create brand value Net promoter score Create customer trust Social engagements Find the best ways to do the above Average number of hours it takes to create a specific kind of content Agile content marketing metrics change with context BUSINESS VALUES │ GOALS │ 3. METRICS │ TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT
  32. 32. Traditional marketing team Problems with these values Project specific Operates on advertising calendar “Resource management” People aren’t “resources” Short-term hires Organizationally averse to feedback @RachelBurgerPM BUSINESS VALUES │ GOALS │ METRICS │ 4. TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT Traditional marketing team Problems with these values Project specific “Resource management” Short-term hires
  33. 33. @RachelBurgerPM BUSINESS VALUES │ GOALS │ METRICS │ 4. TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT
  34. 34. @RachelBurgerPM Agile teams value: BUSINESS VALUES │ GOALS │ METRICS │ 4. TEAM STRUCTURE │ PROCEDURE │ TESTING │ IMPROVEMENT ● Long-term talent investments ● Adaptivity and versatility ● Reliably passionate and transparent individuals ● Continuous improvement
  35. 35. Traditional marketing team Problems with these values Long-term content calendars Non adaptive Reactive strategy adjustments Not proactive Estimates vs actuals Incentivized irrelevant goals @RachelBurgerPM Traditional marketing team Problems with these values Long-term content calendars Reactive strategy adjustments Estimates vs actuals BUSINESS VALUES │ GOALS │ METRICS │ TEAM STRUCTURE │ 5. PROCEDURE │ TESTING │ IMPROVEMENT
  36. 36. @RachelBurgerPM Agile Content Marketing Sprint
  37. 37. @RachelBurgerPM Sample week: content writer Monday Tuesday Wednesday Thursday Friday Finish article A Edit article A Publish article A Promote article A Retrospective! Peer review B Analyze B Document B Reflect B Adaptive Implement test 1 Interact with audience Brainstorm C Outline C Start writing C Adaptive Improve and test Improve and test Improve and test Adaptive BUSINESS VALUES │ GOALS │ METRICS │ TEAM STRUCTURE │ 5. PROCEDURE │ TESTING │ IMPROVEMENT
  38. 38. @RachelBurgerPM Risk acceptance Time boxed Measurable experiments Ideas come from anywhere Team-based decision making Retrospectives Learn no matter what BUSINESS VALUES │ GOALS │ METRICS │ TEAM STRUCTURE │ PROCEDURE │ 6. TESTING │ 7. IMPROVEMENT
  39. 39. Innovation is always possible. @RachelBurgerPM Content provides unlimited opportunity for growth. Agile will never expire.
  40. 40. How will you iterate? Rachel Burger rburger@capterra.com @RachelBurgerPM

×