Programmers love Agile, but is it befitting content marketing?

Agile methodology rejects big planning attempts and a “ waterfall” -like group of consecutive phases. Instead, it stresses small teams, short-turnaround development process and rapid iterations based on opinions.

In recent years, Agile supporters have proposed its use in different kinds of marketing efforts. In fact , Magnolia CMO Rasmus Skjoldan said in a latest interview, it’ s a particularly great fit for content development.

One might not expect that the process designed to make software growth more responsive to user needs works with the creation of, say, whitened papers, web site pages or interpersonal posts. But Skjoldan said that there are many reasons why his Switzerland-based company, which supplies and supports an open source articles management system, employs Agile for this purpose.

Speed vs quality

The basic concern for developing large amounts of content material, he said, is the old velocity versus quality tradeoff. You can have this faster, or you can have it better, yet usually not both.

“ Agile has an answer to that issue, ” he said, by setting up “ a level of order within a fast-changing environment. ”

To accomplish that, Magnolia focuses on the procedure, with biweekly reviews to improve the particular workflow. There’ s an operating backlog of items-to-do that are defined in briefs, accomplished over immediate work sprints, with the items graded as highest priority tackled 1st by each small content advancement team.

The sprints generally last a week or 2 and, if a team finishes earlier, it tackles another high-priority product. As in Agile-styled software development, in which a product owner decides the priority associated with what needs to get done, each group can collaboratively revise priorities because they go along.

Most importantly, the information is continually revised in an iterative process that utilizes feedback as a key factor of the process. In building articles for web pages, for instance, the entire web site is put together and, Skjoldan stated, the task is to “ improve, enhance, improve. ” It doesn’ big t pit quality against speed, since the content is rapidly delivered and after that, based on reactions, brought into concentrate through updates.

‘ One of the easier cases in marketing’

“ Content is among the easier cases in marketing to utilize Agile to, ” said HubSpot VP and MarTech Conference seat Scott Brinker, who espoused the usage of Agile methods for marketing in his guide, “ Hacking Marketing. ”

For one thing, he said, Agile’ s essential feedback mechanism is usually “ easier to adjust” for article marketing, compared to something like information architecture, which usually gets embedded in the working routing of an entire web site.

Brinker noted that Agile-based content material development assumes the overall goal from the project remains the same throughout iterations, just as in software development. In case there’ s a major change within the goal that goes beyond simple iteration, a new project is unique off.

The opinions process for content development could work in a variety of ways, he said, such as obtaining responses to the first in a number of white papers, which then informs the introduction of the rest in the series.

“ Content marketing is a great suit for Agile, ” Brinker mentioned, “ because you can quickly deploy [feedback] into content. ”

‘ Wasn’ big t sustainable’

But not all of marketers agree with Brinker and Skjoldan that Agile works well for content growth.

An agile articles development approach “ ultimately wasn’ t sustainable, ” said Natasha Khairullah, head of brand Technique at crib mattress maker Colgate Mattress.

“ The task that inevitably surfaced for us, ” she said via email, “ was creating the necessary new amount of content that was needed based on the ‘ gap’ insights provided by our souple optimization software. ”

She added that, while conventional content development utilizes a topic map based on insights from past analytics, Agile content development puts “ you squarely in the position of making content based on what your customers are looking for right now — in real time. ”

The results might be a lot more relevant to the moment, she said, however it requires a very nimble team along with enough content options so that rotates can be made in real-time. While Souple can conceivably work in some advertising shops for content development, the girl said, it didn’ t in Colgate Mattress.

This story first appeared on MarTech Today. For more on marketing technologies, click here.


About The Writer

Barry Levine covers advertising technology for Third Door Mass media. Previously, he covered this room as a Senior Writer for VentureBeat, and he has written about these as well as other tech subjects for such books as CMSWire and NewsFactor. He or she founded and led the web site/unit at PBS station Thirteen/WNET; worked well as an online Senior Producer/writer meant for Viacom; created a successful interactive video game, PLAY IT BY EAR: The very first CD Game; founded and brought an independent film showcase, CENTER DISPLAY, based at Harvard and Mirielle. I. T.; and served more than five years as a consultant towards the M. I. T. Media Laboratory. You can find him at LinkedIn, and Twitter at xBarryLevine.

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