An Agile Approach to Content Planning

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In recent years, you can’t read a trade pub without hearing about the explosion and effectiveness of content marketing. More than 90% of marketers cite it as a key strategy in their mix. As marketers, …

In recent years, you can’t read a trade pub without hearing about the explosion and effectiveness of content marketing. More than 90% of marketers cite it as a key strategy in their mix. As marketers, we know we need content. We know audiences want it. But the question becomes, how to do it, do it well and get it done on time?

According to Jeff Julian, Managing Partner of AJi, the power is in planning. Jeff shares how marketing teams he has led have employed sophisticated and agile techniques to deploy content that works.

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  • 1. EIIIIN VIIIENI "illli! "IIINI! ‘| III'II. "I'll: illlll ‘IIIEI ‘| IIIII' EIII! CONTENT PLANNING Presented By: Jeff Julian “‘“‘‘: I
  • 2. The World of Marketing has
  • 3. And now we have seen the rise of CONTENT MARKETING
  • 4. With more CONTENT comes greater
  • 5. As Marketing teams, we need better PLANNING Strategies
  • 6. So, why am I here?
  • 7. CONTENT isT(ing and we had a big CASTLE flan
  • 8. TH E BASICS of Lean (Agile)
  • 9. ____§Q§; §Q§____ ® TOYOTA 90s-00s Software Developers 10s-Tbday
  • 10. PERSONAS G51 I MAJ ®'
  • 11. - r . < . . . / , .., .,. .. .. / ., «_. 4/ . ..«.3.. ...2;, ...3flea? , , . . . / . , . ... .. A Z7 T )9 HJi
  • 12. CONTENT Item >
  • 13. My Piece of Content E &on+en+ As a "6“”““, I need a We about TOW Value 50 | can 6+a+emen+ , How to Demonstrate Value: The CMO will be able to create a content strategy at the end of the TYP6 . Call To Action: Newsletter Sign—up for Industry Specific content cu rations. Priority: 100 State: lncomglete
  • 14. My Piece of Content E &on+en+ As a '’6“”“‘*, I need a We about ‘We Value so I can em How to Demonstrate Valu : The CMQ Wm be a . This is a descriptive statenaent end of the : y£e__ about the task to give it enough detail to start a conversation Call To Action: Newsletter Sign—u - Priority: 100 4
  • 15. CONTENT Item >
  • 16. Title of Content 2 com m j ”°‘” Title of Content Call Comp‘ How Prior: Call] Titl; o/[Content 13 l Cont T VT 1 l pm, ”°‘" Title of Content 20 I g Call conkov l _ M How ""°"i Call 1' i L Prior *4 Title of Content Content Story How to Demonstrate Value Call To Action 5 Priority: 1000 State: Active
  • 17. ‘ The Art of Estimating flfiflmflfifififl
  • 18. The Timebox
  • 19. 15 Day Planning - Sprint All Content for HDC 14 Goal: Hunter 10 Days Sally 8 Days Tammy 12 Days George 6 Days Total Days: 36 Days Efficiency: 80% Total Story Points: 28 Points
  • 20. The Timebox
  • 21. The Stand Up 9-3-‘3
  • 22. Open Item Tltln of Contnnt 2 Content Story Moat to llemonsiiatewlue Call To Anion Dnornr ioau Sute. A<tiv2 Ti 0 of Content 2 Content Story How To Demonstrile Vilue nu Toktlnn nmmy iooo svaie Am. Titlt of Content 2 ". '_'€; T'. "T comm Story -'_. '. ' Him to Demnnstrlhe Vllue Call To Adinn Priority moo sme mm . ... ... .. In Proicess Title of Content 2 cumin Story «on to l)emovstrateVn| ue can To Anion pnontv Iona Stale mm T I Titln of Content 1 Content SIMY Hem to Dunnnsllte Vllue Cull To Alflflll Priority 1W0 Slite ACIIVE I "'. -.-. :.-: .-. -.- . ... .. . Cpm_p| ete TRIO of Content 1 comm Slbry um lo Demonstrate Value Cull Tommi Prinrny mo sun mm Title of Content 2 Content swry New to DenovisrlteVlIiie Cull Yo Anion Priority lwfl Slztr Active Title of content 2 "‘-'. ;‘. :: 2 Content swry . New to Demoiislnte Value Call To Anion Prlomip IWV Slate AEYIVB Title of Content 2 comm Story How to Ilemovisli-ate Value Call To Amen Priority: ma SI: Ke. A(uve Title dl Content 2 Covilent suxy mm It) oemonsuau Value CalIToA£1Ion Prinmy mo St: ie>Acme
  • 23. The Stand Up 9-3-‘3
  • 24. The _ Retrospective at 8532
  • 25. ll, ’ ‘I ILV . , . ~’ru. . ll . _. ... wI. ,_; .,. m , . _. .e A. . J. _ , _ , .s , , . FT“. : 2 E , , _. ... , _., .. , ,_ / . . .,, vita». . . . . A . ,.. x., M. w v I _, . ail : _ .3‘. d. I l_ H : _ l_ xaw. . ,l . I . . t. _ tea _ sl. ,. . . w.. w _ V. ,. l. , l_ . .. .9 t , _ V , .,r_ Vvvvvvvxeee
  • 26. IMPORTANT Points of Failure
  • 27. Measuring WORKLOAD ‘ A ’Is F FIJi
  • 28. lRemove DIS Ve‘>§ A tn? RUPTIONS F I '’’c‘ ~o F FlJi
  • 29. A Define A WHAT DONE IS! ” F FIJi
  • 30. :24 Fl ‘ti , (‘! fl 1.1’ T ; w‘(§f’ 2; Ll, » «; rt Err yum J’; , «; :«; rm cg? Fifi ! _I it-. sis'u , lll_l‘_I, l'. (?1E’; lTl_'r_L .51: IfijiJ. ,.r“'f| _t, i/Tl . '.. _€l, il-, '-. :I_l‘sl T