On a regular work day, I bury my head in the content calendar and look at the live posts, daily performance, analyze, then look at next week schedule, and get thinking on new content ideas, rethink, re-imagine or just repurpose content pieces. Innumerable brainstorming sessions with team and product owners. However, I am often asked ‘why doesn’t the content generate enough traffic’? What else should we do to attract and engage the audience through the content pieces?
Not so long ago, we have been exposed to the ‘Content’ buzzword. Creating the right content to reach the right audience at the right time is the success mantra, but it is also an ongoing challenge for content creators and content marketers. How can we make content creation fun and a marketer’s life easier benefiting sales? How can we ensure that the time invested in content marketing is generating revenue, making it worthy of all efforts?
The very first step in any content strategy planning, as we all know, is to know why are you creating the content? What is the outcome you wish to achieve? Producing Intelligent and engaging content, more than one piece per month, and having to use the right context for the right audience and at the right time, sounds tough! Few content producers, writers, creators get all the various aspects of intelligent and engaging content right. Failure to engage leads to failure of content strategy. This calls for a new strategy but where do you start?
I would say start using the agile approach in your content strategy & planning.
Here is a good example that helped me adapt to an agile process for content creation.
Discovery phase – During one of my previous held marketing roles, I noticed that webinar is a popular content format in the industry I worked for, it is widely accepted and attended by audiences that matched our targeted profile and buyer’s personas.
Strategy: Following industry leaders, we along with executive champions agreed upon to create our very own first webinar. We found a hot trending topic and prepared the slide deck in collaboration with our respective product managers, ensured that the deck didn’t have a sales pitch.
Implementation: We then marketed the webinar to drive traffic to the webinar page and added a very specific call to action ‘REGISTER’. Since the topic was hot & trending, we had close to 100 registrants. On the day of the webinar, we had over 50% of them attending the live webinar which was a great engagement indicator for us since this was our first webinar. We measured the session time for each participant and found that the drop offs from the webinar was increasing after the first 20 minutes into the webinar. We soon released that it was the webinar content that failed to keep audiences engaged till the end. This was a key learning metric for us.
Adapting Agile approach: For our next webinar, we used an agile approach We sent out a pre-recorded video through an email campaign and enclosed snippets of what’s being covered in the webinar and also added a quick poll to ask viewers if they would like to hear more or have any other topic suggestions. This gave us a direction to the content before we released our next webinar. We began collecting feedback from the poll and comments from the video, in smaller bits and was able to create a content directed by our own viewers and customers. Our next webinar when released was a great success with over 100 registrants, we had 70% attendance rate and the drop off sessions was reduced to 80% which means most viewers continued to stay, listen and remain engaged with the webinar content till the end. We then repurposed our webinar content into other content formats such as a slide share, ebook, and infographic, promoted them on different media touch points, and email series. We gained more data with fewer iterations and in minimum time.
Watch this interesting video: Agile Marketing – Whiteboard Friday Moz
By now, you may have figured out that Agile follows changes and not a strict step by step plan, agile’s success depends on numerous iterations, smaller individual interactions, and testing. Agile can’t work in Silos, it can only be successful through collaboration.
Image source: http://contentmarketinginstitute.com/2015/05/intelligent-content-agile-approach/
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