Boston Content Marketing Forum July 2014 By Frank Days

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Does content marketing need Agile?

Here are my slides from the Boston Content Marketing Meetup in July 2014. I explored the intersection of content marketing and Agile marketing at this event sponsored by Curata.

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Boston Content Marketing Forum July 2014 By Frank Days

  1. 1.  Boston Content Marketing Forum Frank Days Tech Marketing VP AgileMarketingBlog.com Cohost Marketing Agility Podcast
  2. 2. Why I care about Agile?  A career as a CMO in small, fast growing tech companies  Need to be responsive and adaptive  Never liked marketing plans  Short shelf life for marketing plans
  3. 3. As an senior executive… Results matter more than documentation so I need a lightweight approach
  4. 4.  Agile to the Rescue
  5. 5. Agile marketing is a high- communication, low documentation, rapid iteration process designed to provide more frequent, more relevant and highly measurable marketing programs - IDC, Agile Principles and Practices, 2010
  6. 6. Applying ideas of Agiledevelopment to marketing
  7. 7. Rebranding Agile Credit: Scott Brinker Chief Marketing Technologist
  8. 8. Agile Marketing Milestones  2010  IDC creates first real report on Agile Marketing  Marketing Agility Podcast  2011  Sprint Zero Meetup in San Francisco  Agile marketing manifesto  2012  Pundits come out of woodwork  2013  Agile Marketing meetups gain traction  2014  Stories from real people really using Agile in marketing
  9. 9. Marketing adoption of Agile
  10. 10. Marketers often talk about little “a” agile (not big “a” Agile)
  11. 11. The dominant design is emerging for agile marketing Small “a”: Marketing faster  Real-time  Growth hacking  Lean marketing Big “A”: Applying Agile to marketing  From development  More responsive  More effective
  12. 12. Interviews with Leaders  Since April 2011  Interviewed pioneers  Lots of chasing  Many renegades
  13. 13. BACKLOG of all work
  14. 14. All are using sprints Image: Wikipedia
  15. 15. Three monthly THEMES or EPICS
  16. 16. SCRUM at leastthree times a week … sometimes more…
  17. 17. What have you done for me lately? What did you just finish? What are you doing next? What is the problem?
  18. 18. PRODUCT OWNER is also SCRUM MASTER
  19. 19. PERSONAS for core customers
  20. 20. Burndowns are infrequent Image: Wikipedia
  21. 21. Other marketing Agile observations  Product owner and scum master the same  Some using user stories  More frequently small tech companies  More common in digital/demand gen team  Some waterfall remains  Some interesting innovations
  22. 22. What is working for my team  Transparent objectives/priorities  Adaptive attitude/responsiveness  Low overhead  Team cohesion  Making it happen
  23. 23. Personal worst practices in Agile  Things we could do better  No post it notes  No planning poker – accurate sizing  No burndown charts  No science fair
  24. 24.  Agile for Content Marketing
  25. 25. Good news: content is still king “$118.4 billion will be spent on content marketing, video marketing, and social media in 2013” - eMarketer “80% of business decision makers prefer to get company information in a series of articles versus an advertisement.” - Content Marketing Institute “Content creation is ranked as the single most effective SEO technique” - Marketing Sherpa “27,000,000 pieces of content are shared everyday.” - AOL and Nielson
  26. 26. Demos & Videos Downloads Modern marketing architecture Site Traffic ‘Actions’ on Site Leads Search Engines SEO & PPC Marketo SalesForce Sales Prospect Email
  27. 27. Many old tricks don’t work any more
  28. 28. More data and better real-time analytics
  29. 29. We know the value of social
  30. 30. Conversation is always happening
  31. 31. Disconnect between planning and doing in content marketing
  32. 32. Life is short for a CMO  Responsible for entire marketing mix  Often more creative than quantitative  Sits at table with C-levels  Ave tenure: < 4 years  Up from < 2 year in 2009
  33. 33. Held more accountable than ever
  34. 34. Marketing mix is increasingly digital
  35. 35. Forced to test more before diving in
  36. 36. Can’t always tell what content will succeed…
  37. 37. Or this old content…
  38. 38. Less certainty about how things spread
  39. 39. Awesome but not viral…
  40. 40. Your agencies are probably waterfall…  Statements of work  Creative briefs  Risk reward balance
  41. 41. Waterfall prevents bad client behavior
  42. 42. Long lead times tasks  Events  Media buying  User conferences
  43. 43. Branding and product marketing less “agile”
  44. 44.  Getting started
  45. 45. How Agile helps content marketers  Adaptive for increasing uncertain channels  Transparent process  Make team more effective by focusing
  46. 46. Free Advice***  If you are not in charge  Start small – a single project  Things that look like software development  Areas with rapid change  Something with strongly measurable ROI  Talk with a developer who knows Agile
  47. 47. Agile Marketers Rockstars  Scott Brinker, CEO, Ion Interactive  John Cass, Cohost Marketing Agility Podcast  Jonathan Colman, Principal Experience Architect at REI  Frank Days, Tech CMO and agilemarketingblog.com  Jim Ewel, CEO, In Demand Interpreting  Jascha Kaykas-Wolf, CMO Mindjet  David Quinn, Director of Communications, EMC  Neil Perkin, Only Dead Fish  Mike Volpe, CMO Hubspot
  48. 48. Attend an Agile marketing meetup  San Francisco  Boston  Seattle  China  Many more
  49. 49. Let’s connect  Frank Days  fmdays@tangyslice.com  @tangyslice  Tangyslice.com  Agilemarketingblog.com  Agile Marketing Group on Facebook  Marketing Agility Podcast on iTunes

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