The main goal of an agile content marketing strategy is improved performance with less effort. As such, the first step is to have a profound understanding of what goals your company is striving for.
Hence the first thing to do is sit down with management, department managers and even executives to make sure the content will be in line with their goals. Gauge what expectation each of the department might have from the content marketing team. Perhaps there is an expectation for marketing to improve traffic, increase brand awareness or generate leads? Or maybe the focus is on short-term impact, including promotion for a new product or an upcoming conference?
Whatever these goals are, being on the same page with the rest of the company is the first step in creating an effective content marketing strategy.
Creating an agile content marketing strategy means you need to ensure that every step of the process will be effective and efficient. This includes processes like ideation and production. A content calendar is a handy tool to keep everything organized and focus efforts where these matter the most.
During the ideation process, one of the best methods is to harness ideas from everyone, writers, marketers and salespersons. No topic idea is bad, even if the content does not get to be published.
When planning out the upcoming month of content, the content calendar is great to keep your strategy on track. By looking for topics that need to be refined will also save you a lot of time in the process. Furthermore, this practice improves collaboration and communication between departments and everyone feels included in the content development process.
During the creation and production process, a lot of time can be saved if you know what constitutes a great piece of content.
In order to capture attention, content should have an enticing headline and a compelling introduction that is clear to the readers but invites to explore further. Before you start writing, plan how to tell the story in a comprehensive way. Mastering the basics will ultimately save you time in the long run and also help you produce more effective content.
Content marketers can save time by scheduling time to write, setting daily or weekly writing goals and eliminating distractions. Mangers and editors should categorized topics to have a comprehensive overview in the content calendar. It’s more efficient to tackle several pieces on a similar topic while it’s fresh in a writer’s mind.