Content Marketing That Doesn’t Suck: Your Guide to Agile Content

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Table of Contents

  • Ayah
  • June 17, 2024

Tired of feeling like a hamster on a wheel, endlessly churning out fresh, relevant online content? Is your marketing team running around trying to create content for different audiences while juggling multiple channels?

As the thirst for digital content keeps growing, marketing professionals everywhere feel pressure. One reason is that one in three US adults admitted to being “almost constantly” online.¹ (No wonder we’re all running on caffeine and memes!)

All this online activity generates a ton of data—from location tracking to Google Analytics to consumer reviews. Yet, much of it goes unused because many organizations use the same old, clunky waterfall marketing approach. It’s time to ditch the old, inefficient ways of the past and discover how agile content can transform your marketing strategy into an effective powerhouse.

 

Understanding Agile Content Marketing

Agile methodologies began with software developers aiming for faster, more flexible product creation and updates. By breaking projects into smaller parts, they enabled continuous improvements to keep solutions relevant and useful.

Forward-thinking organizations now embrace agile methodologies for its speed and agility. An agile content approach is crucial in the staffing world, where audience needs can shift rapidly.

Imagine a sudden surge of questions from potential candidates. The team must quickly connect using various content types, such as:

  • Text messages
  • Social media updates
  • Website announcements
  • Relevant articles and blog posts

 

From timely LinkedIn posts to career advice blogs, agile content strategies let you deliver on-point, personalized content at the perfect moment. It’s the power to engage your audience with messaging that’s always highly relevant and impactful.

 

Why Old-School Marketing Flops and How Agile Marketing Wins in a Digital World

Many organizations plan their campaigns months or even years ahead. They make these decisions based on what they know at the time, but doing things this way has drawbacks.

  • Inability to Adapt Quickly. It’s hard to change things when trends shift, like when client expectations or requirements change between when decisions are made and when marketing campaigns start. Also, there’s no system to let marketing switch up their main content or goals based on data or what’s happening.
  • Struggling Across Different Platforms or Channels. Another big downside of old-school marketing is that it doesn’t give you a straightforward way to reuse content across various places like websites, social media, or online stores.
  • Lack of Personalization. People nowadays want content that speaks to their preferences and interests. But with traditional marketing, there’s no quick way to customize content for different groups of candidates with their own stories, backgrounds, and challenges. Instead, personalizing content becomes a tedious task, requiring staff to tweak and distribute content to various channels constantly.

 

In our data-driven digital era where consumer behavior is constantly evolving, traditional marketing is outpaced before it even launches. How is digital marketing changing the world? By demanding an agile, data-driven approach to create personalized content that can be rapidly adapted for any channel or audience.

 

Get Your Agile Groove On: Best Practices for Content Creation

An agile content marketing roadmap combines creating a visual timeline for producing meaningful work while staying flexible. Here’s how to get started:

 

Incorporate stories from your audience.

Content teams miss the target by not addressing their audience’s problems. This kind of content isn’t useful and might be ignored. To ensure they’re on track and creating content their audience needs, adaptive marketing teams turn to customer stories.

Customer stories, also known as user stories, show teams who they’re creating for, what they’re creating, and why it matters.

And don’t worry, customer stories aren’t lengthy narratives. They’re usually short sentences that give your marketing guys clear direction and focus when creating content.

To shape a customer story, you can follow this easy pattern:

“I a [persona], seeking [kind of content] to achieve [desired outcome].”

And the customer story for this blog post might go like this:

“As a job seeker, I would like to see case studies or success stories from others who have found jobs through staffing agencies so I can understand the process better and feel more confident in using their services.”

Feel free to include additional specifics to improve the content’s value for your audience. Remember, flexibility is key—adapt as needed to serve your customers’ needs best.

 

Post content consistently.

Adaptive marketing regularly releases content to its audience to publish quickly and gather feedback—whether thumbs up or down. It’s a fast track to improvement. The faster you release content, the easier it is to spot what your audience enjoys or doesn’t.

When you share content often, it’s important to ensure it’s great, not just push it out quickly. Quality matters as much as quantity. So, take the time to make each piece awesome—it’ll pay off in the long run.

 

Create a thematic calendar.

An agile roadmap allows for flexibility, but setting dates for releasing new content is important. Start by deciding on your main content themes and aligning them with your strategy. Then, organize your calendar by time (week or month) and channels (blog and social media). Share the calendar with your marketing team to ensure everyone is on the same page and delivering a unified message.

 

Have daily standups.

In agile content development, everything moves fast. Marketers must openly communicate to keep the team on track and working for the same goals. That’s where daily standups come in.

During these quick meetings, the team shares goals coordinates efforts, discusses challenges, celebrates wins, and bonds as a team. It’s a daily huddle to keep everyone on the same page and moving forward together.

Daily standups can differ from team to team—some meet every day for just 15 minutes, while others might meet less often. These meetings should be quick and keep the conversation focused by answering three questions:

  • What did I get done yesterday?
  • What am I doing today?
  • What’s getting in my way?

 

These questions help team members stay in the loop about progress, understand each other’s contributions, and identify any obstacles.

 

Choose ways to measure success.

Monitoring metrics such as page views, visitor counts, comments, and social media shares gives you a good idea of how your content performs. It’s useful information to share with stakeholders who are curious about how things are going. This data also helps you decide what topics to tackle next and how to approach them.

 

After finishing campaigns, take some time to reflect.

After campaigns, you can gather to discuss about three things:

  • What didn’t work out
  • What went well
  • How you can improve next time

 

Here are some rules to consider:

Only agile team members should participate; no stakeholders or outside observers.

Keep the discussion respectful and positive. Focus on the process rather than blaming individuals.

Focus on actionable items—identify issues that can be fixed and assign responsibility for addressing them.

 

Why Go for Agile Content Marketing?

Agile content development comes with certain values that marketers should embrace. If your marketing strategy includes these, you’re on the right track.

 

High Efficiency

Lean marketing professionals are more likely to say they’re successful—252 percent more likely!² Marketers who understand audience behavior patterns can successfully create effective content marketing strategies.

 

Speedy Iteration

In agile content development, you repeat processes. When a strategy works, you stick with it. You also analyze methods to see which ones work best. For example, if your how-to guides are popular, it makes sense to create more similar content.

But there’s a twist to this approach—it’s iterative.

Each time, you only need to tweak the content slightly to enhance it or address any issues. This cycle repeats over and over, making it essential to use free CMS tools to manage your content creation strategy. This results in continually improving content creation for your brand.

 

Experimenting and Trying Out Different Approaches

Adaptive marketing includes innovatively testing new strategies. Data collected through analytics guides this process. With this data, your teams experiment with different strategies to see what’s effective. They repeat and improve upon successful strategies.

For example, you might use agile content marketing to test which channel or tool is most effective for reaching fresh IT graduates. Then, you can enhance and refine your approach based on the results.

 

Flexibility

One significant benefit is you’re not stuck doing the same thing repeatedly if it’s not working. Instead, you’re always ready to adapt and try new things. Imagine playing a game, and the rules change halfway through. With adaptive marketing, you can quickly adjust your strategy to keep playing and winning.

Let’s say you used to get a lot of candidate inquiries on social media. But suddenly, those ads aren’t working as well. With flexible marketing, you can switch gears and try something new, such as partnering with brand ambassadors or starting a referral program.

 

TRANSFORM YOUR CONTENT STRATEGY WITH ALLIED INSIGHT’S AGILE APPROACH

Make your content strategy more agile with Allied Insight. From brainstorming fresh ideas to executing innovative campaigns, we empower you to unleash your brand’s full potential. Say goodbye to boring content and hello to a wild ride of creativity and innovation.

Drop us a message today and let’s write your brand’s next success story.

 

References

  1. Perrin, Andrew, and Sara Atske. “About Three-In-Ten U.S. Adults Say They Are “Almost Constantly” Online.” Pew Research Center, 26 Mar. 2021, www.pewresearch.org/short-reads/2021/03/26/about-three-in-ten-u-s-adults-say-they-are-almost-constantly-online/.
  2. Sailer, Ben. “Convince Your Team to Adopt Agile Marketing [with Data].” Www.agilesherpas.com, www.agilesherpas.com/blog/agile-marketing-convince-your-team.

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