WWW.BONEHOOK.COMWWW.BONEHOOK.COM
The Need for
Agility in
Content Marketing
A Bend Web Marketers Presentation
by David Burn...
WWW.BONEHOOK.COM
Who is this guy?
• Started as a copywriter in 1995
• Co-founded AdPulp.com in 2004
• Promoted to content ...
WWW.BONEHOOK.COM
Content for the win
i. Bonehook helps you
find, shape and share
your best brand stories
ii. We help move ...
WWW.BONEHOOK.COM
Content works
WWW.BONEHOOK.COM
Why content is important
• Content costs 62% less than traditional marketing,
and generates three times a...
WWW.BONEHOOK.COM
Time, money and
expertise
• 86% of small
businesses fail to use
data to inform their
content marketing
de...
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
i...
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 cal...
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 ...
WWW.BONEHOOK.COM
You’re cultivating
relationships
• Know what your customers want from your content
and when/where they wa...
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, Mai...
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...
WWW.BONEHOOK.COM
Alternative compensation
models
• Flat fee pricing
• Page view and
engagement incentives
• A cut of e-com...
WWW.BONEHOOK.COM
More resources
• AgileMarketingManifesto.org
• Content Marketing Institute
• Contently/The Content Strate...
WWW.BONEHOOK.COM
What Gossage said
WWW.BONEHOOK.COM
Make contact
Bonehook.com/truenorth
@bonehook | @adpulp | @davidburn
503-970-3862
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Using Agile Marketing Techniques To Inform Your Brand Content

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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.

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Using Agile Marketing Techniques To Inform Your Brand Content

  1. 1. WWW.BONEHOOK.COMWWW.BONEHOOK.COM The Need for Agility in Content Marketing A Bend Web Marketers Presentation by David Burn | 15 May 2014
  2. 2. 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
  3. 3. 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
  4. 4. WWW.BONEHOOK.COM Content works
  5. 5. 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
  6. 6. 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
  7. 7. WWW.BONEHOOK.COM Leave the stiff suit behind
  8. 8. WWW.BONEHOOK.COM Be flexible like a yogi
  9. 9. 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
  10. 10. WWW.BONEHOOK.COM Old school ad making
  11. 11. WWW.BONEHOOK.COM The way content is made today
  12. 12. WWW.BONEHOOK.COM Content ladders
  13. 13. 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
  14. 14. WWW.BONEHOOK.COM *A basis for conversation
  15. 15. WWW.BONEHOOK.COM Red Bull is the way maker Red Bull’s basis for conversation with its customers is action sports
  16. 16. 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
  17. 17. 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
  18. 18. WWW.BONEHOOK.COM Don’t look to your product Look at what people do with your product
  19. 19. WWW.BONEHOOK.COM Be a trusted source You can curate your way to success by pointing to the things your audience craves
  20. 20. WWW.BONEHOOK.COM Add value contextually Bring a service mindset to your daily content and social media tasks
  21. 21. WWW.BONEHOOK.COM Tools for trim teams • Basic: Google News Alerts, Google Analytics • Intermediate: HootSuite, Nimble, MailChimp • Advanced: Little Bird, Hubspot
  22. 22. WWW.BONEHOOK.COM Culture defines operations
  23. 23. 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
  24. 24. WWW.BONEHOOK.COM Alternative compensation models • Flat fee pricing • Page view and engagement incentives • A cut of e-commerce sales • Stock options • Barter
  25. 25. WWW.BONEHOOK.COM More resources • AgileMarketingManifesto.org • Content Marketing Institute • Contently/The Content Strategist
  26. 26. WWW.BONEHOOK.COM What Gossage said
  27. 27. WWW.BONEHOOK.COM Make contact Bonehook.com/truenorth @bonehook | @adpulp | @davidburn 503-970-3862

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