Agile Content Strategy
Download as PPTX, PDF0 likes1,611 views
Developing a content marketing strategy requires understanding consumer expectations for digital experiences, as sub-par user experiences can significantly harm brand perception. Companies must prioritize creating high-quality content and utilizing agile marketing techniques to stay responsive to user feedback, thereby building loyalty and engagement. Effective content promotion and adaptability to changes in user behavior are essential for maximizing the impact of digital marketing efforts.
Agile Content Strategy
- 1. Developing a Content Marketing Strategy
- 2. WE ARE ALL CONSUMERS and our expectations for digital are set by the brands we interact with. If your experience doesn’t measure up, it’s going to hurt your brand. A sub-par user experience results in 47% of site visitors having a less positive perception of the company… and a third went on to tell others about it. Equation Research
- 3. WE’RE LESS TOLERANT When users have a less than positive experience online… 78% go to competitor site 88% are less likely to return 38% go to a competitor and never return
- 5. CONTENT IS… WHAT PEOPLE WANT WHAT PEOPLE SHARE WHY PEOPLE ACT Companies of all sizes need to realize that great content is required for success in digital
- 6. WE ALL MAKE CONTENT
- 7. SO WHAT IS CONTENT MARKETING Planning Production Publication Promotion
- 8. AGILE MARKETING Making frequent, planned updates enables you to prioritize feedback and respond immediately to what users are saying. This connectivity with users builds loyalty and drives continued engagement with the content. TRADITIONAL METHOD Write Content OUTCOME? USER VALIDATED MARKETING MVP 0.2 0.3 0.4 1.0 LEARNINGS LEARNINGS LEARNINGS LEARNINGS OR
- 9. Building small requires rigorous prioritization of content opportunities based on existing user insights and business objectives Our aim is to learn from real users on a subset of content and let those insights inform the future allocation of resources LEVEL OF EFFORT SIZEOFSUCCESS CONTENT PLANNING
- 10. PLANNING Planning is about understanding your objectives and aligning them with the intent of your audience Feedback Comments, reviews, survey Behavior A-B testing, heat-mapping Analytics Page, event and conversion Connections Data bridges, Social INTENT SOCIAL INTEREST USER VALIDATED DRIVERS
- 11. CONTENT PRODUCTION Creating great content is lots of hard, rigorous work and there are no shortcuts to doing it right TECHNOLOGIES Ruby on Rails .NET HTML5 iOS Android PhoneGap PHP PLATFORMS Mobile Tablet Web Social Kiosk POS PRODUCERS Writers Editors Experts Videographers Photographers Recording Artists Actors
- 12. PLANNED PUBLICATION CONTENT PUBLICATION Though content roadmaps are critical, room must be made for the learnings gained from users. MVP Iterate Iterate 1 2 1 2 1 2 Listen & Learn Implement 1 2
- 13. Content isn’t valuable to you or your audience you worked hard to create it for if nobody knows you created it. Great content is easier to promote, but it wont share itself. Next Steps for Content… PROMOTION SHARING Influencers 1st Stay in the Conversation Make it Contextual Bite-size Bits UPKEEP Lifecycle Relevancy Platform Changes New Content SEARCH Micro & Meta Internal Links Natural Language User First
Editor's Notes
- #3: What brands have you interacted with so far today? When it comes to digital, your competition is not ______________. It’s Google, Starbucks and Apple. Why? Because…
- #5: What brands have you interacted with so far today? When it comes to digital, your competition is not ______________. It’s Google, Starbucks and Apple. Why? Because…
- #10: What was your last project that no one used? Why?