Agile marketing

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Agile marketing

  1. 1. Agile Marketing and Content Strategy Presented by: Kat Liendgens
  2. 2. Hi • Kat Liendgens • CEO at Hannon Hill Corporation • @katliendgens | @hannon_hill • kat.liendgens@hannonhill.com • Specialties: — Content Management — Web Marketing, Social Media, Analytics
  3. 3. Let’s talk about… • Agile: What does it mean? • Agile marketing: How to get started • Campaign management • Content Strategy • Social Media Best Practices • Measurement matters
  4. 4. What does “AGILE” mean?• Iterative approach• Ability to make decisions and act quickly• Inspect and adjust
  5. 5. What are the benefits of the agile approach? • Increased autonomy of team members • Less project management overhead • Lower risk • Easier and less expensive to make changes
  6. 6. Why “Agile”?• Software: Requirements change frequently• Marketing: Tools and consumer behavior change frequently• Identify what works and what doesn’t, so that you can continuously optimize your approach
  7. 7. Agile Marketing: The Ingredients • Focus on fresh, valuable content • Social media • Track and measure • Inspect and adjust • Focus on actionable data • Calculate your ROI
  8. 8. Fresh, quality content • Inbound marketing • SEO • Share-able and share-worthy content • Increase visitor loyalty
  9. 9. The Million Dollar Question Do you have a CONTENT STRATEGY?
  10. 10. Content is King, content is YOU • Content is everybody’s business • All content is marketing content • The engagement factor
  11. 11. What is a Content Strategy, anyway? Your Content Strategy Determines… • Type of content • Who’s in charge • Key message • Purpose and strategic goals
  12. 12. What is a Content Strategy, anyway? It Also Determines … • Content promotion • Publishing details (when and where) • Keywords • Campaigns
  13. 13. Why do you need a Content Strategy?A Good Content Strategy …• Ensures commitment• Helps you produce better quality content• Improves your SEO• Optimizes promotion of your content
  14. 14. Why do you need a Content Strategy?A Good Content Strategy also …• Helps you identify what works best• Increases visitor satisfaction and loyalty• Facilitates re-purposing• Leads to better consistency of your message
  15. 15. What it comes down to• Inspired and empowered content contributors• Happy and loyal visitors• Successful marketing and web teams• Better ROI
  16. 16. Baby steps! • 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
  17. 17. Baby steps! • Create regular features • Expand your channels • Re-build/expand your team • Allow and encourage feedback/comments • Respond • Listen • Inspect and adjust
  18. 18. The Truth about Social Media • Pros and cons • Not a replacement for your CMS • Vehicle to communicate with your audience • Vehicle to promote your content and provide value • Rules of engagement — Etiquette — Commitment — Pace — Track, measure, analyze, adjust — Continued training
  19. 19. Measure, measure, measureWeb Analytics — Start small – define a few measurable goals — Measure conversions — Focus on trends, not just raw data — Segment data as much as possible — Use the data to make content decisions
  20. 20. Measure, measure, measureSocial analytics — Followers, likes, subscribers — Traffic sources — Engagement score
  21. 21. Focus on Actionable Items• Keywords and search terms• Referring sites and inbound links• Social media channel measurement• Entry and exit points• Conversion rates• Content touched by target audience
  22. 22. Agile Campaign Management• Set goals and objectives• Define your campaigns• The smaller, more tangible your campaign and desired outcomes are, the easier it is to calculate your ROI• Track and measure• Inspect and adjust
  23. 23. Pulling it all together • Agility: — Focus on content, social media, measurement, ROI — Campaign management and optimization • 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
  24. 24. Questions?kat@hannonhill.com@katliendgens
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