This document discusses developing and implementing an agile content strategy with limited resources. It recommends using agile project management methods like Scrum within a pilot project. Key aspects include: 1) Developing a content strategy framework with preparation, research, and strategy phases to define goals and collect data. 2) Implementing an iterative approach using Scrum methods like backlogs, sprints, and reviews to develop the strategy. 3) Measuring performance with OKRs and a balanced scorecard to control the strategy.

1. Babak Zand & Helen Schrader
Agile Content Strategy:
developing and
implementing a content
strategy with few
resources

2. Hey there. We are...
2
Babak Zand;
Content Strategist & SCRUM Master
@bazakom
Helen Schrader;
Product Owner Content Marketing & SEO
@helenschrader19

3. A few words about Pixum
3
@bazakom | @helenschrader19

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. 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?
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6. Develop a Content Strategy methodically by
using agile Project Management Methods
within an pilot project with the help of
Performance Measurement Systems.
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7. WTF?
7

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
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@bazakom | @helenschrader19

9. Content Strategy
Framework
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10. A birds perspective – The Content Strategy Framework
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11. Preparation Phase – The Kick-Off
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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.
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@bazakom | @helenschrader19

13. Looking for data - The Research Phase
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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.
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@bazakom | @helenschrader19

15. Draft of a first battle plan – the Content Marketing Strategy
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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.
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Draft of a first battle plan - The Content
Marketing Strategy
@bazakom | @helenschrader19

17. Helen
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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
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CEO
@bazakom | @helenschrader19

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
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@bazakom | @helenschrader19

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
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@bazakom | @helenschrader19

21. Agile Management
with the SCRUM
Framework
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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.
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23. SCRUM Model
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BACKLOG
REFINEMENT
DAILY
RETRO
REVIEW
SPRINT
PLANNING

24. Backlog
©Pixum2016|Seite24
BACKLOG
Requirements
Prioritisation
User Stories

25. Refinement
©Pixum2016|Seite25
REFINEMENT
Complexity
Effort
Planning Poker

26. Sprintplanung
©Pixum2016|Seite26
SPRINT PLANNING
User Stories
Sprint Scope
Tasks

27. Daily
©Pixum2016|Seite27
DAILY
Updates
Progress
Challenges

28. Review
©Pixum2016|Seite28
REVIEW
Results
Transparency
Feedback

29. Retro
©Pixum2016|Seite29
RETROSPECTIVE
Self reflection
Potential
Strategies

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. The Tuckman-Model
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Forming
Storming
Norming
Performing

32. Helen
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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 :-)
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@bazakom | @helenschrader19

34. How to build self-esteem? - Norming
Agile can support change
● Transparency
● Communication
● Prioritization
● Goals & Achievements
Every member becomes
● More self-aware
● Hungrier
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@bazakom | @helenschrader19

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
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@bazakom | @helenschrader19

36. As you can see… it works! Best Marketing Organization Award 2016
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37. Measuring and
Controlling a
Content Strategy as
a continuous task
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38. 38
The concept of the BSC in under 3 Minutes

39. Concept of the Balanced Scorecard
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Strategy
Vision
Financial
Perspective
Internal
Perspective
Learning & Growth
Perspective
Customer
PerspectiveScorecard
Dashboard
of all
relevant
KPIs
Strategy
Map
Visual cause
& effect
chain

40. 40
Clear and easy to understand - The Strategy Map

41. 41
Just like a cockpit - the Scorecard

42. How to find the correct key figures - it’s the
mixture that counts
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Performing Measures Leading Measures

43. Helen
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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
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Pixum Company Objectives
CS BMIT PM Ad
SEACRMSEO
@bazakom | @helenschrader19

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
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@bazakom | @helenschrader19

46. Why did we choose SCRUM for our Content Strategy?
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● 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. Questions?
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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
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@bazakom | @helenschrader19

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.
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