B2B marketers swear by the philosophy of agile these days, whether it is about developing their human resources or optimizing their marketing strategies, content marketing being no exception.
The crucial question that follows
though is how to blend agile concepts & ideas to optimize.
Agile Content Marketing doesn’t
essentially require a new content creation tool or platform but adapting to the
agile ways of content creation, which are faster to deliver, easier to test run
& capable of optimization to deliver higher value than ever before.
An agile content marketing tactic
is characterized by the proper documentation of the content creation process
i.e. creating a proper workflow for content creation & deployment.
According to research by
CoSchedule, based on the marketing execution tactics infers that marketers who
document their endeavors are 466% more likely to succeed at it as compared to
those who don’t.
Clearly, documentation in terms
of content marketing is beneficial only if the marketers incline their
endeavors for increased conversions or else associating murky goals with
content creation doesn’t help the cause of agile content marketing.
Implementing an Agile Content Marketing Strategy
Writing codes were the sole
purpose of developing agile methodology & it differs from creating a good
& scalable piece of marketing content, yet marketers can benefit majorly by
adopting agile content marketing.
Agile Content Marketing breaks
down the work into manageable pieces that can be finished, tested & tweaked
By opting for ideas mirroring
agile methods, marketers can steer up their content efforts towards achieving
optimized revenue goals.
The Framework of Agile
According to research by
CoSchedule, marketers who use agile project management are 252% more likely to
report success. According to AgileSherpas the first Agile Manifesto appeared in
2012 & had the following values:
For driving agile content marketing an agile marketing team
can work quickly in an organized manner towards the goal of constant testing
& process improvement.
Agile marketing particularly emphasizes the five
functionalities namely visibility, experimentation, iteration, collaboration
According to Techvalidate, one-third of the marketers say it takes 7
weeks to create a piece of content & according to research by Serious
Decisions 70% of the content that we create is never utilized.
In such a scenario architecting an agile content, strategy
becomes extremely important for the marketers. An ideal content marketing team
consists of content creators as well as Sales representatives, C-suite
employees, product development and most importantly the associates of the
customer service team.
Becoming an Agile content marketing team can help one in
creating well-tested, quality content that helps one accomplish one’s content
marketing goals. The final piece of an agile team is made of the task owners.
Each task should be assigned to an appropriate person within a team who would
be responsible for the completion of the task. One can take help from the team
members, though it’s entirely the responsibility of the person who has been
assigned the task to complete the task.
Truly, agile was meant for content marketing & the
marketers can benefit from the agile content marketing in the following ways:
The right marketing strategy
starts with the audience. Marketers need to deliver relevant pieces of content
to the prospects researching across omnichannel. Serving the prospects with the
right pieces of information resonating with their pain-points & areas of
interests ensures that the experiences of the prospects across omnichannel are
improved & the sales cycle is expedited.
Furthermore, the timely delivery
of contextual information keeps the dialect of "marketing" in content
One of the best benefits of employing agile content marketing
is that it allows the marketers to introspect the pieces of content & make
changes in real-time as & when required. Oftentimes, having a piece of
outdated information in a whitepaper for example and prove to be deteriorative
for the overall reputation of the company.
The marketers can get their content strategies right
through marketing & can tweak changes even at the last minute to avoid
delivering something which is outdated, misaligned or inapt.
3. Frequent delivery of pieces of content – spontaneously or over a specified time frame:
Each channel or media format has its own nuances and
timelines for content creation & consumption. From spontaneous social media
posts to long-form whitepapers, agile content marketing is about strategizing
clear & realistic goals & about timely content delivery cycles to meet
the expectations of the clients.
4. Allows collaboration among content creators & business people:
Leveraging an agile content marketing strategy is all about
making the best use of collaboration. There should be continuous
inter-departmental dialogues about the progression of work, prioritization of
work, roadblocks in content strategy. Often a product manager or a managing
director needs to take full responsibility for the execution of a successful
& highly effective content strategy by minimizing the challenges that
5. Employs Motivated Individuals for the Job & Provides them With the Environment to sustain & flourish & get the task Done:
The content creators often need the right blend of motivation
& commitment to get the job done.
They need to feel trusted by their team members & management to
provide high-value output. Brands need to provide content creators with the
right apparatus to be successful.
6. Encourages Face-to-Face Conversation to convey Information:
The content creators, subject-matter experts & product
managers indulge ineffective & direct two-way communications to get their
agile content marketing strategy right.
Vital communications requiring prompt actions must be discussed in
face-to-face meetings instead of conversations happening over email.
7. Agile Content Marketing is About Creating Content for ‘Marketing’:
The success of an agile content marketing strategy is
measured using different metrics such as leads, conversions, sales, upselling,
cross-selling, etc. It is important for marketers to comprehend, analyze & co-relate
the vital KPIs related to the agile content strategies with the business
objectives of an organization at large.
8. Agile Content Marketing is mutually beneficial for the sponsors, content marketers as well as the audiences:
A well-tuned factory can produce predictable, sustainable
& at a high-throughput capacity. It is important for marketers to think
about the sustainability of audience groups. Audiences should only be fed with
stackable information which they can consume & this happens by delivering
them with an accurate piece of information at the right time to resonate with
the pain points of the customers.
9. Scales Up Content for Lower Editing Costs, better reusability & faster Completion:
Rigor on asset production makes the repurposing of pieces
of content easy. Agile content marketing allows rebranding & makes content
updates more efficient. Writing excellence & high standards lead to lower
editing costs, better reusability & overall faster completion time.
10. Makes Things Simple:
Agile content marketing cuts on unnecessary cycles &
makes the process of content creation straightforward & simpler. The
writers focus on a niche while they write & create the pieces of content to
match up to the requirements of specific personas that curtail irrelevance
& help to create high-value content.
11. Collaboration generates better ideas as teams Self-organize & Brainstorm:
Higher accountability & divergence of individual
responsibilities ensures that a culture of ownership & accountability is
created that is capable of adapting to diverse situations with strong
resilience & evolving under stressful conditions.
Grasping the best perspectives through brainstorming
ensures that marketers can employ agile content marketing to help the brands
accomplish their long & short-term revenue goals.
12. Agile Content marketing is all about test-running, Evolution & Optimization:
Going agile is all about continuous improvement. Within an
agile framework, honest reflection & evaluation provide the scope for
test-running various content strategies for optimization.
13. Allows the Use of Agile Enterprise Content Management Systems (ECMs) for adapting to dynamic Business Requirements in Real-Time:
With agile ECMs organizations are transforming into
entities with easy access to quality information that can be used for an array
of business activities in real-time. Agile ECMs such as IBM’s FileNet & those from Laserfiche,
Nuxeo & Alfresco are all open repositories based on standards where
content is automatically integrated into processes. Leveraging these platforms,
content can be easily integrated into processes. These tools can be easily
integrated with other business intelligence platforms & can be easily
adapted as per the changing business requirements. Using the tool the pieces of
content can be managed by content strategists & tweaked in real-time with
little or no training & these tools can be quickly developed without
disrupting the entire system.
Bringing It All Together
Agile methodologies can be easily applied to content
processes without compromising on the quality of content. Agile methodologies
come with inherent risks. Sometimes, trying to craft ads, messages & other
pieces of content for customers without involving them in the process can lead
to deteriorative results.
All the same, agile content marketing remains an impeccable
tool for marketers to improve the goodness-of-fit of the pieces of content to
match up to the interests of the audiences. This leads to the improvement in
the attention spans of the prospects, improves their experiences through
multi-channel provenances & helps in improving the business revenues for
We, at Valasys Media, extensively research the business
requirements of our B2B clients and help them optimize their marketing
endeavors by providing them with our custom-made services viz. lead generation, account-based marketing, lead nurturing, event promotion services, list building services & content syndication services.
the trajectories of perennially healthy sales pipelines, get in touch with our team of experts.