Using Agile Marketing Techniques To Inform Your Brand Content
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Transcript of Using Agile Marketing Techniques To Inform Your Brand Content
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The Need for Agility in Content MarketingA Bend Web Marketers Presentation
by David Burn | 15 May 2014
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Who is this guy?
• Started as a copywriter in 1995• Co-founded AdPulp.com in 2004• Promoted to content director in 2006• Launched Bonehook in April 2009
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Content for the win
i. Bonehook helps you find, shape and share your best brand stories
ii. We help move your prospects from advertising avoidance to content appreciation
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Content works
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Why content is important
• Content costs 62% less than traditional marketing, and generates three times as many leads
• B2B companies with active blogs generate 67% more leads than those with no blog
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Time, money and expertise • 86% of small
businesses fail to use data to inform their content marketing decisions
• 35% of small businesses fail to send an email newsletter
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Leave the stiff suit behind
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Be flexible like a yogi
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Why agile is important
Agile Methodology helps marketers focus on their need to be highly:i. Iterativeii. Flexibleiii. Customer-centered iv. Focused on priorities of high-value
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Old school ad making
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The way content is made today
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Content ladders
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Content strategy is your bedrock
1. Determine your shared points of interest*
2. Develop an editorial calendar3. Assign daily/weekly/monthly tasks to
key contributors4. Use A-B testing and metrics5. Adjust on the fly and go again
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*A basis for conversation
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Red Bull is the way maker
Red Bull’s basis for conversation with its customers is action sports
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From chaos to process
• You don’t have to publish a newsstand magazine like Red Bulletin to benefit from an editorial calendar
• Be methodical and repetitive without being boring
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You’re cultivating relationships
• Know what your customers want from your content and when/where they want it
• Know the key influencers in your industry and how to connect with them and amplify their voices
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Don’t look to your product
Look at what people do with your product
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Be a trusted source
You can curate your way to success by pointing to the things your audience craves
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Add value contextually
Bring a service mindset to your daily content and social media tasks
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Tools for trim teams
• Basic: Google News Alerts, Google Analytics
• Intermediate: HootSuite, Nimble, MailChimp
• Advanced: Little Bird, Hubspot
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Culture defines operations
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Can agencies find their flex?
• Traditional agencies are set up to bill by the hour
• Billing by the hour encourages a slow, deliberate, “patented” process
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Alternative compensation models
• Flat fee pricing• Page view and
engagement incentives
• A cut of e-commerce sales
• Stock options• Barter
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More resources
• AgileMarketingManifesto.org• Content Marketing Institute• Contently/The Content Strategist
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What Gossage said
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Make contact
Bonehook.com/truenorth
@bonehook | @adpulp | @davidburn
503-970-3862