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Babak Zand & Helen Schrader
Agile Content Strategy:
developing and
implementing a content
strategy with few
resources
Hey there. We are...
2
Babak Zand;
Content Strategist & SCRUM Master
@bazakom
Helen Schrader;
Product Owner Content Market...
A few words about Pixum
3
@bazakom | @helenschrader19
What is currently the
biggest challenge in
Content Marketing?*
4* Survey among n = 132 content marketing decision makers a...
How can we - without
neglecting our daily
business and with a
small team -
● ...methodically develop
a solid and documente...
Develop a Content Strategy methodically by
using agile Project Management Methods
within an pilot project with the help of...
WTF?
7
Structure
What? Content Strategy
● Introduction of the Content Strategy Framework
● Content Strategy @PIXUM
How? Agile Man...
Content Strategy
Framework
9
A birds perspective – The Content Strategy Framework
10
Preparation Phase – The Kick-Off
11
The Preparation Phase - The Kick-Off
• One of the most important phases regarding later agile management.
• Project vision...
Looking for data - The Research Phase
13
Looking for data - The Research Phase
• Collect meaningful data with the help of strategic analysis.
• Used for making the...
Draft of a first battle plan – the Content Marketing Strategy
15
• With enough data collected, a battle plan is developed.
• Several Content Marketing Strategies for multiple target audie...
Helen
17
The Preparation Phase - How to start?
What is necessary to start your strategy?
● Set the stage
● C-Level management suppo...
The Research Phase: Learn to love your numbers
Our questions:
● Do we have best practices?
● What has worked in the past?
...
The Battle Plan: First Discoveries
Findings
● The best channels: Social Media, CRM & Service
● Daily business vs. Content ...
Agile Management
with the SCRUM
Framework
21
"(...) Eisenhower once observed that
planning for combat is important, but as
soon as the first shot is fired, your plans ...
SCRUM Model
23
BACKLOG
REFINEMENT
DAILY
RETRO
REVIEW
SPRINT
PLANNING
Backlog
©Pixum2016|Seite24
BACKLOG
Requirements
Prioritisation
User Stories
Refinement
©Pixum2016|Seite25
REFINEMENT
Complexity
Effort
Planning Poker
Sprintplanung
©Pixum2016|Seite26
SPRINT PLANNING
User Stories
Sprint Scope
Tasks
Daily
©Pixum2016|Seite27
DAILY
Updates
Progress
Challenges
Review
©Pixum2016|Seite28
REVIEW
Results
Transparency
Feedback
Retro
©Pixum2016|Seite29
RETROSPECTIVE
Self reflection
Potential
Strategies
30
Heroes of SCRUM
● Team consists of
specialists
● Solve tasks
self-sufficiently
● Team members gain
more experience
with...
The Tuckman-Model
31
Forming
Storming
Norming
Performing
Helen
32
How did we become a great team? - Storming
How to jump into your storming phase?
● Think about your favourite childhood mo...
How to build self-esteem? - Norming
Agile can support change
● Transparency
● Communication
● Prioritization
● Goals & Ach...
Data, again…! - The Performing Phase
Agile & SCRUM thrive on data...
● as do most businesses
● consistent delivery
● incre...
As you can see… it works! Best Marketing Organization Award 2016
36
Measuring and
Controlling a
Content Strategy as
a continuous task
37
38
The concept of the BSC in under 3 Minutes
Concept of the Balanced Scorecard
39
Strategy
Vision
Financial
Perspective
Internal
Perspective
Learning & Growth
Perspect...
40
Clear and easy to understand - The Strategy Map
41
Just like a cockpit - the Scorecard
How to find the correct key figures - it’s the
mixture that counts
42
Performing Measures Leading Measures
Helen
43
Explanation OKR-System
Objectives & Key Results
● Relevant KPIs for the Company
● Your company’s focal point
● Increase tr...
My practical OKR-Example @PIXUM
How does it work for me?
● Third quarter goals in 2016
● Four objectives, twelve key resul...
Why did we choose SCRUM for our Content Strategy?
46
● Struggle with various tasks, priorities and
teams
● It works well w...
Questions?
47
Contact
Babak Zand
Content-Strategist & SCRUM-Master
www.babak-zand.de
info@babak-zand.de
+49 177/368 20 98
Helen Schrader...
Sources
Page 38: Stormtroopers; Name: Robert McGoldrick; Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0) Link:
https:...
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Agile Content Strategy: developing and implementing a content strategy with few resources

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Pixum is one of the most successful online photoprint services in Europe and increasingly plans towards customer oriented marketing. The base therefore requires a corporate communication strategy that develops pixum with the help of agile management methods and which implements results in an agile way.

The SCRUM-Team is the heart of this process. For its agile Content-Marketing, Pixum was nominated for the Marketing Intelligence and Innovation Award 2016 of the Quadriga University of Applied Sciences in the category of Best Marketing Organization. This presentation introduces the method of the Scrum-Team, the development of a content strategy, the tools used, and how Pixum solved the challenges at a practical implementation level. Babak also shows how this method can be applied at the development of a documented content strategy.

Published in: Leadership & Management
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Agile Content Strategy: developing and implementing a content strategy with few resources

  1. 1. Babak Zand & Helen Schrader Agile Content Strategy: developing and implementing a content strategy with few resources
  2. 2. Hey there. We are... 2 Babak Zand; Content Strategist & SCRUM Master @bazakom Helen Schrader; Product Owner Content Marketing & SEO @helenschrader19
  3. 3. A few words about Pixum 3 @bazakom | @helenschrader19
  4. 4. What is currently the biggest challenge in Content Marketing?* 4* Survey among n = 132 content marketing decision makers and employees of agencies and companies in Germany.
  5. 5. How can we - without neglecting our daily business and with a small team - ● ...methodically develop a solid and documented Content Strategy? ● ...implement, measure and control a cross-departmental Content Strategy within the company? 5
  6. 6. Develop a Content Strategy methodically by using agile Project Management Methods within an pilot project with the help of Performance Measurement Systems. 6
  7. 7. WTF? 7
  8. 8. Structure What? Content Strategy ● Introduction of the Content Strategy Framework ● Content Strategy @PIXUM How? Agile Management ● Introduction of the SCRUM Framework ● Iterative Approach @PIXUM Is it Working? Performance Measurement ● Controlling with the help of the Balanced Scorecard ● The Objective and Key Results System @PIXUM 8 @bazakom | @helenschrader19
  9. 9. Content Strategy Framework 9
  10. 10. A birds perspective – The Content Strategy Framework 10
  11. 11. Preparation Phase – The Kick-Off 11
  12. 12. The Preparation Phase - The Kick-Off • One of the most important phases regarding later agile management. • Project vision is defined; Setting up a Business Case • Getting Support of C-Level for the Pilot Project. • Team members are selected. • Planning for internal trainings (e.g. workshops) for future team members without prior agile experiences. 12 @bazakom | @helenschrader19
  13. 13. Looking for data - The Research Phase 13
  14. 14. Looking for data - The Research Phase • Collect meaningful data with the help of strategic analysis. • Used for making the important decisions. • Various strategic analytic instruments; data relevant to structures and processes. 14 @bazakom | @helenschrader19
  15. 15. Draft of a first battle plan – the Content Marketing Strategy 15
  16. 16. • With enough data collected, a battle plan is developed. • Several Content Marketing Strategies for multiple target audiences. • Workshop results are planned on a high level, confirmed and then processed in further sprints. 16 Draft of a first battle plan - The Content Marketing Strategy @bazakom | @helenschrader19
  17. 17. Helen 17
  18. 18. The Preparation Phase - How to start? What is necessary to start your strategy? ● Set the stage ● C-Level management support ● Casting call ● Pioneers, characters We had our framework, but what now? ● Get everyone together ● Set goals ● Get help 18 CEO @bazakom | @helenschrader19
  19. 19. The Research Phase: Learn to love your numbers Our questions: ● Do we have best practices? ● What has worked in the past? ● Where can we achieve the biggest growth? Our to-do’s ● Content Audit ● Customer Surveys ● Data, data & tools 19 @bazakom | @helenschrader19
  20. 20. The Battle Plan: First Discoveries Findings ● The best channels: Social Media, CRM & Service ● Daily business vs. Content Strategy ● Northern star vs. team goals vs. private goals Revelations ● Who is your stakeholder? ● Find supporters! ● Find a framework that works for you 20 @bazakom | @helenschrader19
  21. 21. Agile Management with the SCRUM Framework 21
  22. 22. "(...) Eisenhower once observed that planning for combat is important, but as soon as the first shot is fired, your plans go up in smoke." - Jeff Sutherland, Co-Creator of SCRUM. 22
  23. 23. SCRUM Model 23 BACKLOG REFINEMENT DAILY RETRO REVIEW SPRINT PLANNING
  24. 24. Backlog ©Pixum2016|Seite24 BACKLOG Requirements Prioritisation User Stories
  25. 25. Refinement ©Pixum2016|Seite25 REFINEMENT Complexity Effort Planning Poker
  26. 26. Sprintplanung ©Pixum2016|Seite26 SPRINT PLANNING User Stories Sprint Scope Tasks
  27. 27. Daily ©Pixum2016|Seite27 DAILY Updates Progress Challenges
  28. 28. Review ©Pixum2016|Seite28 REVIEW Results Transparency Feedback
  29. 29. Retro ©Pixum2016|Seite29 RETROSPECTIVE Self reflection Potential Strategies
  30. 30. 30 Heroes of SCRUM ● Team consists of specialists ● Solve tasks self-sufficiently ● Team members gain more experience with every sprint, which improves the effectiveness and efficiency of the entire team.
  31. 31. The Tuckman-Model 31 Forming Storming Norming Performing
  32. 32. Helen 32
  33. 33. How did we become a great team? - Storming How to jump into your storming phase? ● Think about your favourite childhood movie ● What was great about it? That’s why agile is great! ● You win some, you lose some ● Friendship goals ● The Nerd, The Princess, The Jock, The Basket Case, The Criminal :-) 33 @bazakom | @helenschrader19
  34. 34. How to build self-esteem? - Norming Agile can support change ● Transparency ● Communication ● Prioritization ● Goals & Achievements Every member becomes ● More self-aware ● Hungrier 34 @bazakom | @helenschrader19
  35. 35. Data, again…! - The Performing Phase Agile & SCRUM thrive on data... ● as do most businesses ● consistent delivery ● increased efficiency This data has different manifestations ● KPIs (hard & soft) ● Sprint Velocity ● Turnover & Sales ● Prosperity & Success 35 @bazakom | @helenschrader19
  36. 36. As you can see… it works! Best Marketing Organization Award 2016 36
  37. 37. Measuring and Controlling a Content Strategy as a continuous task 37
  38. 38. 38 The concept of the BSC in under 3 Minutes
  39. 39. Concept of the Balanced Scorecard 39 Strategy Vision Financial Perspective Internal Perspective Learning & Growth Perspective Customer PerspectiveScorecard Dashboard of all relevant KPIs Strategy Map Visual cause & effect chain
  40. 40. 40 Clear and easy to understand - The Strategy Map
  41. 41. 41 Just like a cockpit - the Scorecard
  42. 42. How to find the correct key figures - it’s the mixture that counts 42 Performing Measures Leading Measures
  43. 43. Helen 43
  44. 44. Explanation OKR-System Objectives & Key Results ● Relevant KPIs for the Company ● Your company’s focal point ● Increase transparency & communication ● Company goals, divisional goals, team goals ● Set quarterly targets 44 Pixum Company Objectives CS BMIT PM Ad SEACRMSEO @bazakom | @helenschrader19
  45. 45. My practical OKR-Example @PIXUM How does it work for me? ● Third quarter goals in 2016 ● Four objectives, twelve key results ● They pay into the company goals ● They pay into the team goals ● They are agile and complementary ● They structure your work 45 @bazakom | @helenschrader19
  46. 46. Why did we choose SCRUM for our Content Strategy? 46 ● Struggle with various tasks, priorities and teams ● It works well with the OKR System that we already had ● Lack of documented content strategy ● Developing, implementing & controlling a solid content strategy without neglecting daily business
  47. 47. Questions? 47
  48. 48. Contact Babak Zand Content-Strategist & SCRUM-Master www.babak-zand.de info@babak-zand.de +49 177/368 20 98 Helen Schrader Product Owner Content Marketing www.pixum.co.uk / www.pixum.de hes@pixum.com +49 2236 886 422 48 @bazakom | @helenschrader19
  49. 49. Sources Page 38: Stormtroopers; Name: Robert McGoldrick; Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0) Link: https://www.flickr.com/photos/bobsfever/6747750655/ Page 41: Cockpit; Name: Byron Sterk; https://unsplash.com/@byronsterk Page 42a: Performance Measures; Name: Clem Onojeghuo; https://unsplash.com/@clemono2 Page 42b: Leading Measures; Name: averie woodard; https://unsplash.com/@averieclaire All other pictures by Nadine Kuhn Fotografie or Pixum. 49

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