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AGILE MARKETING: CONTENT STRATEGY

& CONTENT ANALYTICS

7/16/12#PSEWEB | @joelddixon

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THE ROAD AHEAD

• Agile Marketing defined• Why Agile Marketing?• The Agile Marketing

Process• Content Strategy • Content Analytics

7/16/12

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agile /ˈajəl/ adj : Characterized by quickness, lightness, and ease of movement; nimble.

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Agile Development Methodology

• SCRUM• Iterative approach• Flexible & responsive• Less overhead• Lower risk• Collaborative &

autonomous

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What is Agile Marketing?

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Why Agile Marketing?

• Marketing today is in a constant state of flux

• Marketing channels are increasing & evolving rapidly

• Audience behaviors change more frequently

• Small marketing staffs having to do even more

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Focus on fresh, quality content over

One-time legacy content emphasis

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Shorter, more iterative marketing campaigns

overLong, year-long marketing plans

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Numerous small experimentsover

A Few large bets

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Testing and data over

Expert opinions and conventional thinking

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CONTENT ANALYTICS

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Continuous Measurement & Adapting over

Single Project Launch

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Agile Marketing in Action

• Think Agile• Develop a content strategy• Set goals and objectives• Use social media to promote your content and to interact with

your audience• Use web and social analytics• Track as much as you can• Inspect your results and adjust your strategy

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Agile Marketing in Action

• Build your team• Define your audience• Determine your key messages• Audit your existing content• Analyze content gaps• Brainstorm types of content delivery• Assess frequency and feasibility• Create an editorial calendar

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Let’s Start the Conversation!

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THANK YOU!Joel Dixon

Senior Solutions Consultant

Hannon Hill Corporation

joel.dixon@hannonhill.com

@joelddixon |@hannon_hill

@joelddixon