Agile Marketing: Content Strategy & Content Analytics
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Agile Marketing: Content Strategy & Content Analytics
- 1. AGILE MARKETING: CONTENT STRATEGY & CONTENT ANALYTICS #PSEWEB | @joelddixon 7/16/12 1
- 2. THE ROAD AHEAD • Agile Marketing defined • Why Agile Marketing? • The Agile Marketing Process • Content Strategy • Content Analytics @joelddixon 7/16/12 2
- 3. agile /ˈajəl adj : / Characterized by quickness, lightness, and ease of movement; nimble. @joelddixon 7/23/2012 3
- 4. Agile Development Methodology • SCRUM • Iterative approach • Flexible & responsive • Less overhead • Lower risk • Collaborative & autonomous @joelddixon 7/23/2012 4
- 5. #PSEWEB | @joelddixon 7/23/2012 5
- 6. @joelddixon 7/23/2012 6
- 7. What is Agile Marketing? @joelddixon 7/23/2012 7
- 8. Why Agile Marketing? • Marketing today is in a constant state of flux • Marketing channels are increasing & evolving rapidly • Audience behaviors change more frequently • Small marketing staffs having to do even more @joelddixon 7/23/2012 8
- 9. @joelddixon 7/23/2012 9
- 10. @joelddixon 7/23/2012 10
- 11. @joelddixon 7/23/2012 11
- 12. Focus on fresh, quality content over One-time legacy content emphasis @joelddixon 7/23/2012 12
- 13. @joelddixon 7/23/2012 13
- 14. @joelddixon 7/23/2012 14
- 15. @joelddixon 7/23/2012 15
- 16. @joelddixon 7/23/2012 16
- 17. @joelddixon 7/23/2012 17
- 18. Shorter, more iterative marketing campaigns over Long, year-long marketing plans @joelddixon 7/23/2012 18
- 19. @joelddixon 7/23/2012 19
- 20. Numerous small experiments over A Few large bets @joelddixon 7/23/2012 20
- 21. @joelddixon 7/23/2012 21
- 22. Testing and data over Expert opinions and conventional thinking @joelddixon 7/23/2012 22
- 23. @joelddixon 7/23/2012 23
- 24. CONTENT ANALYTICS @joelddixon 7/23/2012 24
- 25. Continuous Measurement & Adapting over Single Project Launch @joelddixon 7/23/2012 25
- 26. @joelddixon 7/23/2012 26
- 27. Agile Marketing in Action • Think Agile • 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 @joelddixon 7/23/2012 27
- 28. Agile Marketing in Action • 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 @joelddixon 7/23/2012 28
- 29. Let’s Start the Conversation! @joelddixon 7/23/2012 29
- 30. THANK YOU! Joel Dixon Senior Solutions Consultant Hannon Hill Corporation joel.dixon@hannonhill.com @joelddixon |@hannon_hill @joelddixon 7/23/2012 30
Notes de l'éditeur
- Software: Requirements change frequentlyMarketing: Tools and consumer behavior change frequentlyIdentify what works and what doesn’t, so that you can continuously optimize your approach
- For those of you not familiar with the overall concept, one of the most prominent agile methods is called SCRUM, and the term originates in the world of rugby. Basically, in rugby, due to the erratic nature of the game, it’s impossible to plan out bigger strategic moves. As a result, the coach empowers his team to make decisions quickly and adapt to new situations.
- Agile development is best discussed in comparison with it’s older, entrenched sibling—The Waterfall Development approach. Characterized by long, drawn-out planning of an entire development product.
- Instead of long waterfall approach, Agile/SCRUM development is guided by shorter, incremental process/project completions called Sprints.
- Drawing from the Agile Development framework of shorter “sprints” and more iterative development process, the Agile Marketing approach utilizes similar techniques. This slide shows a quick comparison between Traditional Marketing process versus an Agile Marketing process.
- It’s different today than it was 12 months ago. What works today might not work tomorrow. And it’s likely to keep changing at a rapid pace to keep up with the similarly frenetic pace of change in communications, business and technology.”- Marketing channels are evolving rapidly and audience behaviors seem to change just as frequently. We have seen the impact of mobile on consumer consumption of content, the proliferation of social media tools, and the maturing of social channels in impacting audience sentiments about organizations, topics and decisions.
- - Because we're all in the business of surviving and thriving as organizations and marketing teams.- And like Darwin's theory, it's true that responsiveness really does increase survival- However, responsiveness REQUIRES agility
- Last year Scott Stratten brought his infectious brand of "unMarketing" evangelism to PSEWEB's keynote address.His emphasis is on "How" organizations go about the business of marketing and "What" content they use for marketing purposes.Agile Marketing is the framework that allows for the type of marketing Scott espouses to really be enabled in an organization.
- "The Rise of Real-Time Marketing and PR" by David Meerman Scott- Describes the importance of speed and agility in marketing success- Examples: 1) In July 2009 Dave Carroll of the band Sons of Maxwell posts video called "United Breaks Guitars". Within 12 hours, Taylor Guitars, the maker of the guitar, offers him free replacement, and 2 days later they post a response video on their YouTube channel. United Airlines takes almost 2 months to issue a public apology and image suffers.2) In his non-apology for his boorish behavior on American Airlines flight, actor Alec Baldwin writes that American has "made flying a Greyhound bus experience." Within 24 hours, Greyhound CEO Dave Leach responds, inviting Baldwin to take trip on Greyhound Bus from NYC to Boston, where Baldwin can play Words with Friends during entire trip w/out grief. :)
- So let’s dig deeper and discuss some of the key principles of an Agile Marketing approach. It’s time to audit what you have and certainly keep the good legacy content. But regardless, there is the need to enable a new marketing process that really focuses on fresh, quality content. Both search engines (think SEO) but also real people, believe it or not, like new content. Kinda like we like fresh food…
- Agile marketers have their fingers on the pulse of their target audience. Fresh, quality content is essential to today’s successful marketing campaigns and requires a focus on current trends, news and engagement in social media conversations. . It’s the cornerstone of inbound marketing. Inbound marketing meaning that you make it easy for your target audience to come to your website and interact with you. Part of being found on the web involves SEO. There are many things you can do for SEO, including optimizing your site for specific keywords, but there’s nothing better you can do for SEO than to produce shareable and share-worthy content and to always provide value. And, of course, if people who come to your site are not disappointed but get the value that they’re looking for, they’re more inclined to return. APV = Always Provide Value!
- Know this guy?
- Let’s be more explicit—Content is KING! Well, since we know that’s true, then having a plan for your content should be a no-brainer. Yes? Perhaps, but not necessarily. Saying it is easier than doing it, wouldn’t you agree?
- Content Strategy plans for the creation, publication, and governance of useful, usable content. Kristina Halvorson “literally” wrote the book on Content Strategy and has been a primary advocate through her BrainTraffic company and annual Confab conference. There are many resources out there to get you started, including whitepapers we produce at Hannon Hill. What’s key is that an Agile Marketing approach is directly impacted by having a Content Strategy so start NOW.
- Some questions that a Content Strategy answers: What type of content will be created on which topics? What is the purpose of your content & which specific goals is your content meant to support? What is the medium or channel for delivery (blog, news, tweet)?How will the content will be promoted (press release, social media, etc)? Who is in charge of each piece of content? Which keywords will be used? Which marketing campaigns should be involved?
- At a time when higher ed is struggling with a single website redesign; College of W&M did a “refresh” with iterative changes such as Responsive Web Design.While 12-18 month marketing plans are important, your target audience and communications channels are changing too fast to wait a year before you know the impact of your marketing efforts. Don’t you want to know if something is working after 3-4 weeks rather than after 4-6 months? The concept of agile marketing focuses on developing shorter campaigns in order to maximize the marketer’s flexibility. Yes, this may mean creating weekly or even daily campaigns (such as a short Twitter-based survey). This way, the marketer can instantly and accurately measure the success of each campaign, which will then affect both the overall strategy and the immediate next steps.
- This slide might be a bit controversial but here’s the point: Try things and be willing to fail, but you’re trying to fail more quickly so you can get to the successful strategy sooner rather than later. Secondly, it’s important to try smaller, less expensive marketing efforts so that if it does fail, the financial cost was relatively modest. Finally, “Be Lazy”—Not advocating a laissez faire mindset. However, rather than spending a lot of time and effort going through every scenario and trying to be perfect—it’s better to just try something once you’ve given it some initial due diligence. In other words, don’t over analyze! If that’s “lazy”, so be it .
- Agile marketing requires less large-scale Steve Jobs genius and greater emphasis on small, experimental bets that are faster and more iterative. Do you really want to take a year of analysis to come up with the perfect marketing strategy only to discover you had the right ideas but you’re now a year too late. Or why bet the farm on the chance of a single stroke of genius?
- Content Analytics is inseparable from an agile marketing strategy. Marketing decisions will always have a level of “gut-feel” and intuition but the data helps cut-through conventional thinking or buzzword trends to reveal what is working for YOUR goals and to objectively grade all these intuitive ideas. How many of you are familiar with the Aflac duck?
- The Aflac duck was almost a product of the cutting room floor. Marketing and strategy folks said it was too hokey and people wouldn’t buy-in. But the CEO was personally involved in process and kept seeing the results from their test runs which were positive.
- Start small with a few measurement metrics and expand from there.
- We like to call this an “inspect and adjust” approach to marketing. In any agile environment, it’s crucial to analyze what worked and what didn’t work so that you can adjust your approach accordingly. If you skip this type of critical analysis and just stay the course, you will not only miss out on one of the main benefits of agile marketing (the ability to continuously optimize your campaigns), but you’ll also run the risk of not being able to recognize when your campaign is ineffective. Agile marketing is all about an iterative method to outstanding results.
- The power of Agile Marketing is that it allows you to get your ideas into the hands of the best audience able to judge it’s success—your customers, students, etc. Then you can iteratively measure the results, adjust and reengage your audience. The “Voice of the Customer” will indeed let you know how to proceed so you need to get the feedback from that voice ASAP!
- There’s a difference between marketing content and content marketing. Content marketing means that your content provides the value that people are looking for, and the type of interaction with your organization that they expect. Agile marketing is about more than just advertising, PR, communications, and—well—marketing. It’s about an end-to-end customer experience that is as useful and satisfying as possible. The changing requirements of this experience requires an approach better suited to rapid responsiveness.
- Creating recurring features is an effective way to foster loyalty. Once you’re finding your rhythm, start expanding your content channels where it makes sense. As always, agile methods revolve around making adjustments. Part of this is to keep an eye on your content contributor team. Is each team member using their strengths? Do you need to augment your team? Foster engagement. It’s what people expect. Make sure that you encourage comments and feedback, ensure that you respond to comments in a timely and professional manner, and make sure that you spend an adequate amount of time listening to your audience. Not just on your site or on your facebook page, but also on student forums. And, of course, always inspect and adjust. What did you do that worked well, what didn’t render the desired results? Fine-tune your strategy.