Using Agile Marketing Techniques To Inform Your Brand Content
Upcoming SlideShare
Loading in...5
×
 

Using Agile Marketing Techniques To Inform Your Brand Content

on

  • 416 views

This is a talk I delivered to the Bend Web Marketers group. Knowing that many SMBs do not have the time, money or know how to manage all their content and social media marketing needs, I propose a ...

This is a talk I delivered to the Bend Web Marketers group. Knowing that many SMBs do not have the time, money or know how to manage all their content and social media marketing needs, I propose a series of steps based on lean and agile techniques.

Statistics

Views

Total Views
416
Views on SlideShare
345
Embed Views
71

Actions

Likes
1
Downloads
0
Comments
0

3 Embeds 71

http://www.scoop.it 49
https://twitter.com 21
http://bonehook.com 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Using Agile Marketing Techniques To Inform Your Brand Content Using Agile Marketing Techniques To Inform Your Brand Content Presentation Transcript

    • WWW.BONEHOOK.COMWWW.BONEHOOK.COM The Need for Agility in Content Marketing A Bend Web Marketers Presentation by David Burn | 15 May 2014
    • WWW.BONEHOOK.COM 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
    • WWW.BONEHOOK.COM 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
    • WWW.BONEHOOK.COM Content works
    • WWW.BONEHOOK.COM 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
    • WWW.BONEHOOK.COM 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
    • WWW.BONEHOOK.COM Leave the stiff suit behind
    • WWW.BONEHOOK.COM Be flexible like a yogi
    • WWW.BONEHOOK.COM Why agile is important Agile Methodology helps marketers focus on their need to be highly: i. Iterative ii. Flexible iii. Customer-centered iv. Focused on priorities of high-value
    • WWW.BONEHOOK.COM Old school ad making
    • WWW.BONEHOOK.COM The way content is made today
    • WWW.BONEHOOK.COM Content ladders
    • WWW.BONEHOOK.COM Content strategy is your bedrock 1. Determine your shared points of interest* 2. Develop an editorial calendar 3. Assign daily/weekly/monthly tasks to key contributors 4. Use A-B testing and metrics 5. Adjust on the fly and go again
    • WWW.BONEHOOK.COM *A basis for conversation
    • WWW.BONEHOOK.COM Red Bull is the way maker Red Bull’s basis for conversation with its customers is action sports
    • WWW.BONEHOOK.COM 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
    • WWW.BONEHOOK.COM 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
    • WWW.BONEHOOK.COM Don’t look to your product Look at what people do with your product
    • WWW.BONEHOOK.COM Be a trusted source You can curate your way to success by pointing to the things your audience craves
    • WWW.BONEHOOK.COM Add value contextually Bring a service mindset to your daily content and social media tasks
    • WWW.BONEHOOK.COM Tools for trim teams • Basic: Google News Alerts, Google Analytics • Intermediate: HootSuite, Nimble, MailChimp • Advanced: Little Bird, Hubspot
    • WWW.BONEHOOK.COM Culture defines operations
    • WWW.BONEHOOK.COM 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
    • WWW.BONEHOOK.COM Alternative compensation models • Flat fee pricing • Page view and engagement incentives • A cut of e-commerce sales • Stock options • Barter
    • WWW.BONEHOOK.COM More resources • AgileMarketingManifesto.org • Content Marketing Institute • Contently/The Content Strategist
    • WWW.BONEHOOK.COM What Gossage said
    • WWW.BONEHOOK.COM Make contact Bonehook.com/truenorth @bonehook | @adpulp | @davidburn 503-970-3862