Agile Marketing and Content Strategy

Presented by: Kat Liendgens

Hi

• Kat Liendgens• CEO at Hannon Hill Corporation• @katliendgens | @hannon_hill• kat.liendgens@hannonhill.com• Specialties:

—Content Management—Web Marketing, Social Media, Analytics

Let’s talk about…

• Agile: What does it mean?• Agile marketing: How to get started• Campaign management• Content Strategy• Social Media Best Practices• Measurement matters

What does “AGILE” mean?

• Iterative approach• Ability to make decisions and act quickly• Inspect and adjust

What are the benefits of the agile approach?

• Increased autonomy of team members• Less project management overhead• Lower risk• Easier and less expensive to make changes

Why “Agile”?

• Software: Requirements change frequently• Marketing: Tools and consumer behavior change

frequently• Identify what works and what doesn’t, so that you

can continuously optimize your approach

Agile Marketing: The Ingredients

• Focus on fresh, valuable content• Social media• Track and measure• Inspect and adjust• Focus on actionable data• Calculate your ROI

Fresh, quality content

• Inbound marketing• SEO• Share-able and share-worthy content• Increase visitor loyalty

The Million Dollar Question

Do you have a CONTENT STRATEGY?

Content is King, content is YOU

• Content is everybody’s business• All content is marketing content• The engagement factor

What is a Content Strategy, anyway?

Your Content Strategy Determines…

• Type of content• Who’s in charge• Key message • Purpose and strategic goals

What is a Content Strategy, anyway?

It Also Determines …

• Content promotion• Publishing details (when and where)• Keywords • Campaigns

Why do you need a Content Strategy?

A Good Content Strategy …

• Ensures commitment• Helps you produce better quality content• Improves your SEO• Optimizes promotion of your content

Why do you need a Content Strategy?

A Good Content Strategy also …

• Helps you identify what works best• Increases visitor satisfaction and loyalty• Facilitates re-purposing • Leads to better consistency of your message

What it comes down to

• Inspired and empowered content contributors• Happy and loyal visitors• Successful marketing and web teams• Better ROI

Baby steps!

• Build your team• Define your audience• Determine your key messages• Audit your existing content• Analyze content gaps• Brainstorm types of content delivery• Assess frequency and feasibility• Create an editorial calendar

Baby steps!

• Create regular features• Expand your channels• Re-build/expand your team• Allow and encourage feedback/comments• Respond• Listen• Inspect and adjust

The Truth about Social Media

• Pros and cons• Not a replacement for your CMS• Vehicle to communicate with your audience• Vehicle to promote your content and provide value• Rules of engagement

— Etiquette— Commitment— Pace— Track, measure, analyze, adjust— Continued training

Measure, measure, measure

Web Analytics— Start small – define a few measurable goals— Measure conversions— Focus on trends, not just raw data— Segment data as much as possible— Use the data to make content decisions

Measure, measure, measure

Social analytics— Followers, likes, subscribers— Traffic sources — Engagement score

Focus on Actionable Items

• Keywords and search terms • Referring sites and inbound links• Social media channel measurement• Entry and exit points• Conversion rates• Content touched by target audience

Agile Campaign Management

• Set goals and objectives• Define your campaigns• The smaller, more tangible your campaign and

desired outcomes are, the easier it is to calculate your ROI

• Track and measure• Inspect and adjust

Pulling it all together

• Agility:—Focus on content, social media, measurement, ROI—Campaign management and optimization

• Develop a content strategy• Set goals and objectives• Use social media to promote your content and to

interact with your audience• Use web and social analytics• Track as much as you can• Inspect your results and adjust your strategy

Questions?

kat@hannonhill.com

@katliendgens