Date Published 31 Jan 17
What is agile?
The ability to start and stop fast? Or perhaps the ability to create and respond to change in order to succeed in an uncertain and turbulent environment.
The second definition comes from the software world. It also utterly describes marketing's reality.
No surprise that the approach - a move away from waterfall planning to fast iterative improvements - is gaining marketing ground. At its heart, it replaces a features led ‘push’ approach with an insight led, customer responsive approach.
Agile marketing is rich with sports metaphors (scrum, sprint). Other 'agile marketing’ terms are especially interesting when applied to content - lean, iterate, stand up, user story.
With our current approach to content creation, we may suspect we are ‘carrying’ a player.
Yet pressured to create more content, knowing much is seen as 'spam', what's the answer?
Ask, create, learn, revise
In October 2015 Ben Harper published this article on CMI's blog - a beautifully simple exposition on lean content. The thrust was to focus brain-time on creating the right stories by building in early learning from ‘live’ proto content.
This is where an agile content approach begins - the ability to create, learn from and improve content - live.
To work tools need to be smart enough to make creating interactive content simple - and fast. Editing tools can now automatically incorporate branding and 'structure' content to deliver the highest performing reading experiences. This allows us to focus the most valuable team resource - brain-time - on original content and insight.
One third of marketers say it takes more than seven weeks to create a piece of content
To be agile, tools need to help assemble content elements, push button fast.
[insert youtube video of Klopp's Boom here:https://www.youtube.com/watch?v=_Wc81aA4nWw ]
To genuinely iterate and improve there needs to be feedback - perhaps a little more specific than Jurgen Klopp's 'Boom' - but just as clear! By structuring analytics around the reading experience - page by page, element by element - our stories can actively tell us what we need to improve.
We can see which tiles and images are converting readers into deeper content. We can see which parts of the Story they chose to engage with.
Like a good coach, we can then focus on what to improve, what to do less and what to do more!
And with our creation and editing tools fast and ‘match fit’ we can immediately change the content: even when the ball's in play. A little like a half time team talk, we can improve the result based on what we can see happening live.
It’s okay to make mistakes – the right content tools make sure you don’t make the same one twice.
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