6. “There are two ways of doing things:
the old “Waterfall” method that
wastes hundreds of millions of
dollars and often doesn’t deliver
anything...
6
TheAgileMarketer.net @andreafryrear | #DSDC16
7. “...or the new way, which, with fewer
people and in less time, can deliver
more stuff with higher quality at
lower cost.
- Jeff Sutherland, Scrum
7
TheAgileMarketer.net @andreafryrear | #DSDC16
8. AGILE CONTENT MARKETING FTW
◈ More impactful content...
◈ ...that takes less time.
◈ How exactly does that work?
8
TheAgileMarketer.net @andreafryrear | #DSDC16
11. “Our highest priority is to satisfy the
customer through early and
continuous delivery of marketing that
solves problems.
- Agile Marketing Manifesto
11
TheAgileMarketer.net @andreafryrear | #DSDC16
12. 3 PILLARS OF AUDIENCE-CENTRIC AGILE CONTENT
Personas User Stories Story Maps
TheAgileMarketer.net @andreafryrear | #DSDC16
14. “A marketing persona is a composite
sketch of a key segment of your
audience...to help you deliver content
that will be most relevant and useful
to your audience.
- Ardath Albee
TheAgileMarketer.net @andreafryrear | #DSDC16
19. TheAgileMarketer.net @andreafryrear | #DSDC16
As a CONTENT MARKETER, I would like to
see A PRESENTATION about producing
more content in less time SO I CAN give my
content (and my content team) a better
chance of success.
20. TheAgileMarketer.net @andreafryrear | #DSDC16
As a CONTENT MARKETER, I would like to
see A PRESENTATION about producing
more content in less time SO I CAN give my
content (and my content team) a better
chance of success.
Persona
What they
need
WHY???
21. STORY MAPPING
Building your content strategy around users and where
they’re trying to go.
21
TheAgileMarketer.net @andreafryrear | #DSDC16
24. PART 2:
LESS TIME
Consistently releasing content without
ruining marketers’ lives
TheAgileMarketer.net @andreafryrear | #DSDC16
25. AGILE MARKETERS VALUE:
Adaptive & Iterative
Campaigns
25
TheAgileMarketer.net @andreafryrear | #DSDC16
OVER
Big Bang Campaigns
Many Small
Experiments
A Few Large
Bets
26. “Deliver marketing programs
frequently, from a couple of weeks to
a couple of months, with a preference
for the shorter timescale.
- Agile Marketing Manifesto
26
TheAgileMarketer.net @andreafryrear | #DSDC16
28. Waterfall
Requires huge amounts
of up front planning, is
prone to delays, and
features multiple rounds
of revisions.
A TALE OF TWO CONTENT RELEASES
TheAgileMarketer.net @andreafryrear | #DSDC16
29. A TALE OF TWO CONTENT RELEASES
Agile
Focuses on releasing often
and using incoming data to
evaluate success, lessons,
and next steps. Up front
planning is minimal.
TheAgileMarketer.net @andreafryrear | #DSDC16
31. PART 3:
HOW AGILE CONTENT
WORKS
Using agile marketing for content creation,
(even if nobody else is on board)
TheAgileMarketer.net @andreafryrear | #DSDC16
32. “It’s hard to believe, but we regularly
see somewhere between a 300- to
400-percent improvement in
productivity among groups that
implement Scrum well.
- Jeff Sutherland, Scrum
TheAgileMarketer.net @andreafryrear | #DSDC16
34. TheAgileMarketer.net @andreafryrear | #DSDC16
WARNING: PREREQUISITES REQUIRED!
Content Strategy for
the Web
By Kristina Halverson and Melissa
Rach
www.contentstrategy.com
35. COMPONENTS OF AGILE CONTENT MARKETING
Backlog
A prioritized to-do list.
Must be regularly maintained
and agreed on by stakeholders
and content creators.
Iteration Planning
What are we doing now?
User stories → tasks, which are
assigned to team members.
“Done” is established.
Tracking Spikes
Interruptions happen.
Track what doesn’t get done
because of unexpected work.
Use data to your advantage.
Daily Standup
Meet daily for 15 minutes.
What did you do yesterday?
Today? Anything blocking
you? Team solves problems.
Review/Demo
Show off your awesomeness.
Not a time for accepting or
editing, just showing what’s
been Done.
Retrospective
Team members only. Period.
How’d it go? How can we
continually improve our team
and our process?
TheAgileMarketer.net @andreafryrear | #DSDC16
43. AGILE ITERATION PLANNING
What are we doing next?
TheAgileMarketer.net @andreafryrear | #DSDC16
Team Size Sprint Length Absences
44. AGILE ITERATION PLANNING
User stories → tasks
TheAgileMarketer.net @andreafryrear | #DSDC16
As a marketer
manager, I would like to
attend a webinar on
content marketing’s
future so I can plan my
next quarter.
Storyboard
webinar
slides
Book guest
speaker
Create final
slide deck
Test audio
and video
Design &
schedule
email
campaign
Social
media
promotion
1
4
2
2 4
4
13
45. AGILE ITERATION PLANNING
◈ 2x peer review
◈ Loaded into CMS
◈ Social promotion planned
◈ Images added
TheAgileMarketer.net @andreafryrear | #DSDC16
◈ Draft created
◈ No review/edits
◈ No images
◈ No social media scheduled
DONE = ?
46. DAILY STANDUP MEETINGS
TheAgileMarketer.net @andreafryrear | #DSDC16
➔ What did you do yesterday?
➔ What do you plan to do today?
➔ Is anything keeping you from
moving ahead?
54. “All that effort poured into planning,
trying to restrict change, trying to
know the unknowable is wasted.
Every project involves discovery of
problems and bursts of inspiration.
- Jeff Sutherland, Scrum
TheAgileMarketer.net @andreafryrear | #DSDC16
56. SlidesCarnival icons are editable
shapes.
This means that you can:
● Resize them without losing
quality.
● Change fill color and opacity.
Isn’t that nice? :)
Examples:
56
