digital summit dc presentation
TRANSCRIPT
![Page 1: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/1.jpg)
AGILE CONTENT MARKETINGTwice the content, half the time
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 2: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/2.jpg)
THE CONTENT STRUGGLE IS REAL
Source: bit.ly/mozcontentfail
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 3: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/3.jpg)
THE DANGER IS REAL TOO
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 4: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/4.jpg)
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 5: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/5.jpg)
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 6: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/6.jpg)
“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
![Page 7: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/7.jpg)
“...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
![Page 8: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/8.jpg)
AGILE CONTENT MARKETING FTW
◈ More impactful content...
◈ ...that takes less time.
◈ How exactly does that work?
8
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 9: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/9.jpg)
PART 1: MORE IMPACTFUL CONTENTCreating audience-centered content with Agile principles
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 10: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/10.jpg)
AGILE MARKETERS VALUE: Customer-focused collaboration
10
TheAgileMarketer.net @andreafryrear | #DSDC16
OVERSilos & Hierarchy
Process of Customer Discovery Static Prediction
![Page 11: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/11.jpg)
“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
![Page 12: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/12.jpg)
3 PILLARS OF AUDIENCE-CENTRIC AGILE CONTENT
Personas User Stories Story Maps
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 13: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/13.jpg)
PERSONASEmbracing the concept of MVP: Minimum Viable Personas
13
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 14: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/14.jpg)
“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
![Page 15: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/15.jpg)
TheAgileMarketer.net @andreafryrear | #DSDC16
Source: https://blog.bufferapp.com/marketing-personas-beginners-guide
![Page 16: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/16.jpg)
TheAgileMarketer.net @andreafryrear | #DSDC16
Source: User Story Mapping, Jeff Patton
![Page 17: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/17.jpg)
USER STORIESGetting to the heart of why you’re creating content: the users.
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 18: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/18.jpg)
USER STORY ORIGINS
TheAgileMarketer.net @andreafryrear | #DSDC16
Source: User Story Mapping, Jeff Patton
![Page 19: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/19.jpg)
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.
![Page 20: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/20.jpg)
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???
![Page 21: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/21.jpg)
STORY MAPPINGBuilding your content strategy around users and where they’re trying to go.
21
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 22: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/22.jpg)
TheAgileMarketer.net @andreafryrear | #DSDC16
Source: User Story Mapping, Jeff Patton
![Page 23: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/23.jpg)
TheAgileMarketer.net @andreafryrear | #DSDC16
Adapted from User Story Mapping, Jeff Patton
Stages of the journey
Personas
Customized content items
![Page 24: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/24.jpg)
PART 2: LESS TIME Consistently releasing content without ruining marketers’ lives
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 25: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/25.jpg)
AGILE MARKETERS VALUE: Adaptive & Iterative Campaigns
25
TheAgileMarketer.net @andreafryrear | #DSDC16
OVERBig Bang Campaigns
Many Small Experiments
A Few Large Bets
![Page 26: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/26.jpg)
“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
![Page 27: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/27.jpg)
TheAgileMarketer.net @andreafryrear | #DSDC16
Each content release gets us closer to opportunity
Source: Forbes.com
![Page 28: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/28.jpg)
WaterfallRequires 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
![Page 29: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/29.jpg)
A TALE OF TWO CONTENT RELEASES
AgileFocuses on releasing often and using incoming data to evaluate success, lessons, and next steps. Up front planning is minimal.
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 30: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/30.jpg)
30TIME
“Waterfall” Content Creation
Iterative Content Creation
RESEARCH WRITE DESIGN EDIT APPROVAL RELEASE
Release Release Release
Skip Research
![Page 31: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/31.jpg)
PART 3: HOW AGILE CONTENT WORKSUsing agile marketing for content creation, (even if nobody else is on board)
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 32: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/32.jpg)
“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
![Page 33: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/33.jpg)
TheAgileMarketer.net @andreafryrear | #DSDC16
WARNING: PREREQUISITES REQUIRED!
➔ Content Strategy➔ Editorial Mission
Statement
![Page 34: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/34.jpg)
TheAgileMarketer.net @andreafryrear | #DSDC16
WARNING: PREREQUISITES REQUIRED!
Content Strategy for the WebBy Kristina Halverson and Melissa Rach
www.contentstrategy.com
![Page 35: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/35.jpg)
COMPONENTS OF AGILE CONTENT MARKETINGBacklogA prioritized to-do list.
Must be regularly maintained and agreed on by stakeholders and content creators.
Iteration PlanningWhat are we doing now?
User stories → tasks, which are assigned to team members. “Done” is established.
Tracking SpikesInterruptions happen.
Track what doesn’t get done because of unexpected work. Use data to your advantage.
Daily StandupMeet daily for 15 minutes.
What did you do yesterday? Today? Anything blocking you? Team solves problems.
Review/DemoShow off your awesomeness.
Not a time for accepting or editing, just showing what’s been Done.
RetrospectiveTeam members only. Period.
How’d it go? How can we continually improve our team and our process?
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 36: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/36.jpg)
TheAgileMarketer.net @andreafryrear | #DSDC16
Image source: Dzone.com
![Page 37: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/37.jpg)
THE AGILE CONTENT BACKLOG
TheAgileMarketer.net @andreafryrear | #DSDC16
I know just what to do next!
IMP
OR
TAN
CE
![Page 38: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/38.jpg)
THE AGILE CONTENT BACKLOG
TheAgileMarketer.net @andreafryrear | #DSDC16Source: User Story Mapping, Jeff Patton
![Page 39: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/39.jpg)
TheAgileMarketer.net @andreafryrear | #DSDC16Source: User Story Mapping, Jeff Patton
![Page 40: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/40.jpg)
THE AGILE CONTENT BACKLOG
TheAgileMarketer.net @andreafryrear | #DSDC16Source: User Story Mapping, Jeff Patton
![Page 41: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/41.jpg)
TheAgileMarketer.net @andreafryrear | #DSDC16
Image source: Scrum Association
![Page 42: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/42.jpg)
TheAgileMarketer.net @andreafryrear | #DSDC16
Image source: Dzone.com
![Page 43: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/43.jpg)
AGILE ITERATION PLANNINGWhat are we doing next?
TheAgileMarketer.net @andreafryrear | #DSDC16
Team Size Sprint Length Absences
![Page 44: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/44.jpg)
AGILE ITERATION PLANNINGUser 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
![Page 45: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/45.jpg)
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 = ?
![Page 46: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/46.jpg)
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?
![Page 47: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/47.jpg)
DAILY STANDUP MEETINGS
TheAgileMarketer.net @andreafryrear | #DSDC16
Use 16th Minute Parking is good.
Standup
Extra Stuff
My time is respected!
![Page 48: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/48.jpg)
TRACKING SPIKES
48
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 49: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/49.jpg)
TRACKING SPIKES
49
TheAgileMarketer.net @andreafryrear | #DSDC16
SPIKE!More work gets added!
![Page 50: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/50.jpg)
REVIEW AND DEMO CONTENT
TheAgileMarketer.net @andreafryrear | #DSDC16
Source: ScrumTrainingSeries.com
![Page 51: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/51.jpg)
TEAM RETROSPECTIVE
TheAgileMarketer.net @andreafryrear | #DSDC16
Source: Waynedgrant.wordpress.com, TheAgileMarketer.net
![Page 52: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/52.jpg)
THE CONTENT STRUGGLE IS REAL...
CITE
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 53: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/53.jpg)
BUT FAILURE DOESN’T HAVE TO BE.
TheAgileMarketer.net @andreafryrear | #DSDC16
![Page 54: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/54.jpg)
“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
![Page 55: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/55.jpg)
THANKS!Any questions?
@andreafryrear
TheAgileMarketer.net
TheAgileMarketer.net @andreafryrear | #DSDC16
Presentation template by SlidesCarnival
![Page 56: Digital Summit DC Presentation](https://reader033.vdocuments.site/reader033/viewer/2022051709/587a114e1a28abb4238b460b/html5/thumbnails/56.jpg)
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