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AGILE CONTENT
MARKETING
Twice the content,
half the time
TheAgileMarketer.net @andreafryrear | #DSDC16
THE
CONTENT
STRUGGLE
IS REAL
Source: bit.ly/mozcontentfail
TheAgileMarketer.net @andreafryrear | #DSDC16
THE
DANGER
IS REAL
TOO
TheAgileMarketer.net @andreafryrear | #DSDC16
TheAgileMarketer.net @andreafryrear | #DSDC16
TheAgileMarketer.net @andreafryrear | #DSDC16
“There are two ways of doing things:
the old “Waterfall” method that
wastes hundreds of millions of
dollars and often does...
“...or the new way, which, with fewer
people and in less time, can deliver
more stuff with higher quality at
lower cost.
-...
AGILE CONTENT MARKETING FTW
◈ More impactful content...
◈ ...that takes less time.
◈ How exactly does that work?
8
TheAgil...
PART 1:
MORE IMPACTFUL
CONTENT
Creating audience-centered content with
Agile principles
TheAgileMarketer.net @andreafryrea...
AGILE MARKETERS VALUE:
Customer-focused
collaboration
10
TheAgileMarketer.net @andreafryrear | #DSDC16
OVER
Silos & Hierar...
“Our highest priority is to satisfy the
customer through early and
continuous delivery of marketing that
solves problems.
...
3 PILLARS OF AUDIENCE-CENTRIC AGILE CONTENT
Personas User Stories Story Maps
TheAgileMarketer.net @andreafryrear | #DSDC16
PERSONAS
Embracing the concept of MVP: Minimum Viable Personas
13
TheAgileMarketer.net @andreafryrear | #DSDC16
“A marketing persona is a composite
sketch of a key segment of your
audience...to help you deliver content
that will be mo...
TheAgileMarketer.net @andreafryrear | #DSDC16
Source: https://blog.bufferapp.com/marketing-personas-beginners-guide
TheAgileMarketer.net @andreafryrear | #DSDC16
Source: User Story Mapping, Jeff Patton
USER STORIES
Getting to the heart of why you’re creating content: the
users.
TheAgileMarketer.net @andreafryrear | #DSDC16
USER STORY ORIGINS
TheAgileMarketer.net @andreafryrear | #DSDC16
Source: User Story Mapping, Jeff Patton
TheAgileMarketer.net @andreafryrear | #DSDC16
As a CONTENT MARKETER, I would like to
see A PRESENTATION about producing
mo...
TheAgileMarketer.net @andreafryrear | #DSDC16
As a CONTENT MARKETER, I would like to
see A PRESENTATION about producing
mo...
STORY MAPPING
Building your content strategy around users and where
they’re trying to go.
21
TheAgileMarketer.net @andreaf...
TheAgileMarketer.net @andreafryrear | #DSDC16
Source: User Story Mapping, Jeff Patton
TheAgileMarketer.net @andreafryrear | #DSDC16
Adapted from User Story Mapping, Jeff Patton
Stages of
the journey
Personas
...
PART 2:
LESS TIME
Consistently releasing content without
ruining marketers’ lives
TheAgileMarketer.net @andreafryrear | #D...
AGILE MARKETERS VALUE:
Adaptive & Iterative
Campaigns
25
TheAgileMarketer.net @andreafryrear | #DSDC16
OVER
Big Bang Campa...
“Deliver marketing programs
frequently, from a couple of weeks to
a couple of months, with a preference
for the shorter ti...
TheAgileMarketer.net @andreafryrear | #DSDC16
Each content release
gets us closer to
opportunity
Source: Forbes.com
Waterfall
Requires huge amounts
of up front planning, is
prone to delays, and
features multiple rounds
of revisions.
A TAL...
A TALE OF TWO CONTENT RELEASES
Agile
Focuses on releasing often
and using incoming data to
evaluate success, lessons,
and ...
30
TIME
“Waterfall” Content Creation
Iterative Content Creation
RESEARCH WRITE DESIGN EDIT APPROVAL RELEASE
Release Releas...
PART 3:
HOW AGILE CONTENT
WORKS
Using agile marketing for content creation,
(even if nobody else is on board)
TheAgileMark...
“It’s hard to believe, but we regularly
see somewhere between a 300- to
400-percent improvement in
productivity among grou...
TheAgileMarketer.net @andreafryrear | #DSDC16
WARNING: PREREQUISITES REQUIRED!
➔ Content Strategy
➔ Editorial Mission
Stat...
TheAgileMarketer.net @andreafryrear | #DSDC16
WARNING: PREREQUISITES REQUIRED!
Content Strategy for
the Web
By Kristina Ha...
COMPONENTS OF AGILE CONTENT MARKETING
Backlog
A prioritized to-do list.
Must be regularly maintained
and agreed on by stak...
TheAgileMarketer.net @andreafryrear | #DSDC16
Image source: Dzone.com
THE AGILE CONTENT BACKLOG
TheAgileMarketer.net @andreafryrear | #DSDC16
I know just what
to do next!
IMPORTANCE
THE AGILE CONTENT BACKLOG
TheAgileMarketer.net @andreafryrear | #DSDC16Source: User Story Mapping, Jeff Patton
TheAgileMarketer.net @andreafryrear | #DSDC16
Source: User Story Mapping, Jeff Patton
THE AGILE CONTENT BACKLOG
TheAgileMarketer.net @andreafryrear | #DSDC16Source: User Story Mapping, Jeff Patton
TheAgileMarketer.net @andreafryrear | #DSDC16
Image source: Scrum Association
TheAgileMarketer.net @andreafryrear | #DSDC16
Image source: Dzone.com
AGILE ITERATION PLANNING
What are we doing next?
TheAgileMarketer.net @andreafryrear | #DSDC16
Team Size Sprint Length Abs...
AGILE ITERATION PLANNING
User stories → tasks
TheAgileMarketer.net @andreafryrear | #DSDC16
As a marketer
manager, I would...
AGILE ITERATION PLANNING
◈ 2x peer review
◈ Loaded into CMS
◈ Social promotion planned
◈ Images added
TheAgileMarketer.net...
DAILY STANDUP MEETINGS
TheAgileMarketer.net @andreafryrear | #DSDC16
➔ What did you do yesterday?
➔ What do you plan to do...
DAILY STANDUP MEETINGS
TheAgileMarketer.net @andreafryrear | #DSDC16
Use 16th Minute Parking is good.
Standup
Extra Stuff
...
TRACKING SPIKES
48
TheAgileMarketer.net @andreafryrear | #DSDC16
TRACKING SPIKES
49
TheAgileMarketer.net @andreafryrear | #DSDC16
SPIKE!
More work
gets added!
REVIEW AND DEMO CONTENT
TheAgileMarketer.net @andreafryrear | #DSDC16
Source: ScrumTrainingSeries.com
TEAM RETROSPECTIVE
TheAgileMarketer.net @andreafryrear | #DSDC16
Source: Waynedgrant.wordpress.com, TheAgileMarketer.net
THE
CONTENT
STRUGGLE
IS REAL...
CITE
TheAgileMarketer.net @andreafryrear | #DSDC16
BUT
FAILURE
DOESN’T
HAVE TO
BE.
TheAgileMarketer.net @andreafryrear | #DSDC16
“All that effort poured into planning,
trying to restrict change, trying to
know the unknowable is wasted.
Every project i...
THANKS!
Any questions?
@andreafryrear
andrea@theagilemarketer.net
TheAgileMarketer.net
TheAgileMarketer.net @andreafryrear...
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Digital Summit DC Presentation

  1. 1. AGILE CONTENT MARKETING Twice the content, half the time TheAgileMarketer.net @andreafryrear | #DSDC16
  2. 2. THE CONTENT STRUGGLE IS REAL Source: bit.ly/mozcontentfail TheAgileMarketer.net @andreafryrear | #DSDC16
  3. 3. THE DANGER IS REAL TOO TheAgileMarketer.net @andreafryrear | #DSDC16
  4. 4. TheAgileMarketer.net @andreafryrear | #DSDC16
  5. 5. TheAgileMarketer.net @andreafryrear | #DSDC16
  6. 6. “There are two ways of doing things: the old “Waterfall” method that wastes hundreds of millions of dollars and often doesn’t deliver anything... 6 TheAgileMarketer.net @andreafryrear | #DSDC16
  7. 7. “...or the new way, which, with fewer people and in less time, can deliver more stuff with higher quality at lower cost. - Jeff Sutherland, Scrum 7 TheAgileMarketer.net @andreafryrear | #DSDC16
  8. 8. AGILE CONTENT MARKETING FTW ◈ More impactful content... ◈ ...that takes less time. ◈ How exactly does that work? 8 TheAgileMarketer.net @andreafryrear | #DSDC16
  9. 9. PART 1: MORE IMPACTFUL CONTENT Creating audience-centered content with Agile principles TheAgileMarketer.net @andreafryrear | #DSDC16
  10. 10. AGILE MARKETERS VALUE: Customer-focused collaboration 10 TheAgileMarketer.net @andreafryrear | #DSDC16 OVER Silos & Hierarchy Process of Customer Discovery Static Prediction
  11. 11. “Our highest priority is to satisfy the customer through early and continuous delivery of marketing that solves problems. - Agile Marketing Manifesto 11 TheAgileMarketer.net @andreafryrear | #DSDC16
  12. 12. 3 PILLARS OF AUDIENCE-CENTRIC AGILE CONTENT Personas User Stories Story Maps TheAgileMarketer.net @andreafryrear | #DSDC16
  13. 13. PERSONAS Embracing the concept of MVP: Minimum Viable Personas 13 TheAgileMarketer.net @andreafryrear | #DSDC16
  14. 14. “A marketing persona is a composite sketch of a key segment of your audience...to help you deliver content that will be most relevant and useful to your audience. - Ardath Albee TheAgileMarketer.net @andreafryrear | #DSDC16
  15. 15. TheAgileMarketer.net @andreafryrear | #DSDC16 Source: https://blog.bufferapp.com/marketing-personas-beginners-guide
  16. 16. TheAgileMarketer.net @andreafryrear | #DSDC16 Source: User Story Mapping, Jeff Patton
  17. 17. USER STORIES Getting to the heart of why you’re creating content: the users. TheAgileMarketer.net @andreafryrear | #DSDC16
  18. 18. USER STORY ORIGINS TheAgileMarketer.net @andreafryrear | #DSDC16 Source: User Story Mapping, Jeff Patton
  19. 19. TheAgileMarketer.net @andreafryrear | #DSDC16 As a CONTENT MARKETER, I would like to see A PRESENTATION about producing more content in less time SO I CAN give my content (and my content team) a better chance of success.
  20. 20. TheAgileMarketer.net @andreafryrear | #DSDC16 As a CONTENT MARKETER, I would like to see A PRESENTATION about producing more content in less time SO I CAN give my content (and my content team) a better chance of success. Persona What they need WHY???
  21. 21. STORY MAPPING Building your content strategy around users and where they’re trying to go. 21 TheAgileMarketer.net @andreafryrear | #DSDC16
  22. 22. TheAgileMarketer.net @andreafryrear | #DSDC16 Source: User Story Mapping, Jeff Patton
  23. 23. TheAgileMarketer.net @andreafryrear | #DSDC16 Adapted from User Story Mapping, Jeff Patton Stages of the journey Personas Customized content items
  24. 24. PART 2: LESS TIME Consistently releasing content without ruining marketers’ lives TheAgileMarketer.net @andreafryrear | #DSDC16
  25. 25. AGILE MARKETERS VALUE: Adaptive & Iterative Campaigns 25 TheAgileMarketer.net @andreafryrear | #DSDC16 OVER Big Bang Campaigns Many Small Experiments A Few Large Bets
  26. 26. “Deliver marketing programs frequently, from a couple of weeks to a couple of months, with a preference for the shorter timescale. - Agile Marketing Manifesto 26 TheAgileMarketer.net @andreafryrear | #DSDC16
  27. 27. TheAgileMarketer.net @andreafryrear | #DSDC16 Each content release gets us closer to opportunity Source: Forbes.com
  28. 28. Waterfall Requires huge amounts of up front planning, is prone to delays, and features multiple rounds of revisions. A TALE OF TWO CONTENT RELEASES TheAgileMarketer.net @andreafryrear | #DSDC16
  29. 29. A TALE OF TWO CONTENT RELEASES Agile Focuses on releasing often and using incoming data to evaluate success, lessons, and next steps. Up front planning is minimal. TheAgileMarketer.net @andreafryrear | #DSDC16
  30. 30. 30 TIME “Waterfall” Content Creation Iterative Content Creation RESEARCH WRITE DESIGN EDIT APPROVAL RELEASE Release Release Release Skip Research
  31. 31. PART 3: HOW AGILE CONTENT WORKS Using agile marketing for content creation, (even if nobody else is on board) TheAgileMarketer.net @andreafryrear | #DSDC16
  32. 32. “It’s hard to believe, but we regularly see somewhere between a 300- to 400-percent improvement in productivity among groups that implement Scrum well. - Jeff Sutherland, Scrum TheAgileMarketer.net @andreafryrear | #DSDC16
  33. 33. TheAgileMarketer.net @andreafryrear | #DSDC16 WARNING: PREREQUISITES REQUIRED! ➔ Content Strategy ➔ Editorial Mission Statement
  34. 34. TheAgileMarketer.net @andreafryrear | #DSDC16 WARNING: PREREQUISITES REQUIRED! Content Strategy for the Web By Kristina Halverson and Melissa Rach www.contentstrategy.com
  35. 35. COMPONENTS OF AGILE CONTENT MARKETING Backlog A prioritized to-do list. Must be regularly maintained and agreed on by stakeholders and content creators. Iteration Planning What are we doing now? User stories → tasks, which are assigned to team members. “Done” is established. Tracking Spikes Interruptions happen. Track what doesn’t get done because of unexpected work. Use data to your advantage. Daily Standup Meet daily for 15 minutes. What did you do yesterday? Today? Anything blocking you? Team solves problems. Review/Demo Show off your awesomeness. Not a time for accepting or editing, just showing what’s been Done. Retrospective Team members only. Period. How’d it go? How can we continually improve our team and our process? TheAgileMarketer.net @andreafryrear | #DSDC16
  36. 36. TheAgileMarketer.net @andreafryrear | #DSDC16 Image source: Dzone.com
  37. 37. THE AGILE CONTENT BACKLOG TheAgileMarketer.net @andreafryrear | #DSDC16 I know just what to do next! IMPORTANCE
  38. 38. THE AGILE CONTENT BACKLOG TheAgileMarketer.net @andreafryrear | #DSDC16Source: User Story Mapping, Jeff Patton
  39. 39. TheAgileMarketer.net @andreafryrear | #DSDC16 Source: User Story Mapping, Jeff Patton
  40. 40. THE AGILE CONTENT BACKLOG TheAgileMarketer.net @andreafryrear | #DSDC16Source: User Story Mapping, Jeff Patton
  41. 41. TheAgileMarketer.net @andreafryrear | #DSDC16 Image source: Scrum Association
  42. 42. TheAgileMarketer.net @andreafryrear | #DSDC16 Image source: Dzone.com
  43. 43. AGILE ITERATION PLANNING What are we doing next? TheAgileMarketer.net @andreafryrear | #DSDC16 Team Size Sprint Length Absences
  44. 44. AGILE ITERATION PLANNING User stories → tasks TheAgileMarketer.net @andreafryrear | #DSDC16 As a marketer manager, I would like to attend a webinar on content marketing’s future so I can plan my next quarter. Storyboard webinar slides Book guest speaker Create final slide deck Test audio and video Design & schedule email campaign Social media promotion 1 4 2 2 4 4 13
  45. 45. AGILE ITERATION PLANNING ◈ 2x peer review ◈ Loaded into CMS ◈ Social promotion planned ◈ Images added TheAgileMarketer.net @andreafryrear | #DSDC16 ◈ Draft created ◈ No review/edits ◈ No images ◈ No social media scheduled DONE = ?
  46. 46. DAILY STANDUP MEETINGS TheAgileMarketer.net @andreafryrear | #DSDC16 ➔ What did you do yesterday? ➔ What do you plan to do today? ➔ Is anything keeping you from moving ahead?
  47. 47. DAILY STANDUP MEETINGS TheAgileMarketer.net @andreafryrear | #DSDC16 Use 16th Minute Parking is good. Standup Extra Stuff My time is respected!
  48. 48. TRACKING SPIKES 48 TheAgileMarketer.net @andreafryrear | #DSDC16
  49. 49. TRACKING SPIKES 49 TheAgileMarketer.net @andreafryrear | #DSDC16 SPIKE! More work gets added!
  50. 50. REVIEW AND DEMO CONTENT TheAgileMarketer.net @andreafryrear | #DSDC16 Source: ScrumTrainingSeries.com
  51. 51. TEAM RETROSPECTIVE TheAgileMarketer.net @andreafryrear | #DSDC16 Source: Waynedgrant.wordpress.com, TheAgileMarketer.net
  52. 52. THE CONTENT STRUGGLE IS REAL... CITE TheAgileMarketer.net @andreafryrear | #DSDC16
  53. 53. BUT FAILURE DOESN’T HAVE TO BE. TheAgileMarketer.net @andreafryrear | #DSDC16
  54. 54. “All that effort poured into planning, trying to restrict change, trying to know the unknowable is wasted. Every project involves discovery of problems and bursts of inspiration. - Jeff Sutherland, Scrum TheAgileMarketer.net @andreafryrear | #DSDC16
  55. 55. THANKS! Any questions? @andreafryrear andrea@theagilemarketer.net TheAgileMarketer.net TheAgileMarketer.net @andreafryrear | #DSDC16 Presentation template by SlidesCarnival
  56. 56. SlidesCarnival icons are editable shapes. This means that you can: ● Resize them without losing quality. ● Change fill color and opacity. Isn’t that nice? :) Examples: 56
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