3 Tips for Boosting Your Content Marketing Agility

  

Suppose you’ve ever worked hard on a piece of content just to see it flop with the audience the moment you post it. In that case, you know how painful the marketing journey can often be. 

The truth is that content, even if it is genuinely great, can quickly go under in a sea of other posts. Maybe it wasn’t the right time, or perhaps you didn’t hit quite the right beats with your target audience.

Whatever the reason, money, time and resources go down the drain alongside it.

Agile content creation is one way to counter the risk of such investments in the future. Of course, you might still be prone to fail - but you will fail in such a way that helps you create better content, and it won’t cost you anywhere near as much. Because when you add agility to your content creation process, you ship early and often.

That means that each piece of content won’t be as precious. Even during the creation process, you can tweak creations so they’ll stand better chances of success.

Sound good? Here are a few tips for getting started with Agile content creation.

 


 

Wave Perfectionism Goodbye

A ship is safe in harbour but longs for the sea.

The same goes for that piece of content you have written up that is currently collecting virtual dust in your documents folder. Agile content creation is often about quieting that inner editor and allowing for content to be imperfect. It’s not about getting the one perfect piece of content out there; it’s about getting something shipped, and ideally often.

Shipping early, even if something doesn’t yet feel polished, also means you’ll get feedback on it and see how it works. This allows you to repurpose the content and improve it with a more explicit focus on what needs to change for it to do better. Don’t be your own ruthless editor - let your audience have a say in what they like and don’t like!

Ship, fail, improve, ship again - repeat this process, and your brand’s natural instinct for great content will hone itself to perfection.

Find Early Indicators of Success

One challenge to agile marketing is that it can take time for the results of a new piece of content to roll in. But agile methodologies are about getting content out there more quickly and raking in quick and early feedback. So if you’re waiting for SEO to reveal a clear picture, you might be waiting for months.

So to improve agility, decide on early leading indicators that show you whether a piece of content is destined for success. 

Such indicators might include:


  • Number of links earned
  • Compared to your most popular content, time spent on the page - are audiences engaged for a similar amount of time?
  • Compare clicks on newer pieces in the first week to how many clicks your most popular content got when first published.
  • Social shares and comments

Create a Backlog for the Whole Team

Content backlogs are a great way to ensure that you always have new content ideas ready and can get something worked up in no time.

Often, you or a team member might come up with ideas that just aren’t quite right yet. Either they aren’t suitable for the current season, or something is missing that stops it from being great content. List them in a content backlog instead of letting those ideas fall to the wayside. This acts like an ideation space where you can passively build up content ideas as you go about the rest of your day.

By giving the whole team access to this space, others can add ideas that aren’t yet complete and share their thoughts on rough notes. This list will also allow you to set up sprints in which rough outlines can be worked into appropriate content.

Agility Can’t Come Quick Enough?

We hope you’ve enjoyed these tips for more agile content creation. In practice, however, agility is not always so easily achieved. While you can make routine content creation more agile by following best practices, you might have difficulty applying concepts to more complex strategies, such as video marketing.

In those cases, it’s often better to leave the content creation to the experts who have had the chance to introduce and streamline agility in their own workflow.

High Stakes Films is an agile video production company in London. We work with a creative and skilled team to collaborate with brands and tell their stories. Our agile approach enables us to finetune content to perfection and benefit from past research. Let us know what you are working on, and we will tell you how we can help.

Location: St Cross St, London EC1N 8UA, UK

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