Agility is, in essence, easy speed and adaptability. Agile content marketing follows this method by creating a process of delivering content rather than just pushing a piece of content when it’s complete.
The agile concept itself has its roots in software development. In the Manifesto for Agile Software Development, a collective of developers set out the following agile concepts:
- “Individuals and interactions over processes and tools.
- Working software over comprehensive documentation.
- Customer collaboration over contract negotiation.
- Responding to change over following a plan.”
While the seventeen collaborators who created the Manifesto in 2001 were setting these goals for software developers, the agile concept has taken flight and can be applied to nearly any industry seeking better, more efficient means of production.
At Advantage Business Marketing, our content and marketing goal is to provide information and services that cover the entire manufacturing spectrum, from innovation to distribution. Our five content pillars represent the manufacturing life cycle:
It’s appropriate then, that we should find ourselves in the position to discuss agile content. Like in software development, agile has found a home in manufacturing strategy as well, and refers to fast, efficient, centralized processes that get products to customers in a short timeframe, at scale.
Likewise, agile content does the same for its consumers. Agile content marketers don’t just push out content—they work within their organization to create a strategic timeline in which content is disseminated in short bursts. This gives the content a richer, more interconnected feel and builds a library of content rather than a jumble of one-off pieces. It also means that these marketers are pushing out twice or even three times more content without any extra effort.
How it Works
Agile content depends on a number of factors, and the first is a consistent content production schedule. From there, it's really a process of project management that allows content creators to work in sprints instead of responding to circumstantial demands on a case-by-case basis. If you're familiar with Scrum or Kanban, you're already familiar with this concept. What this does is allow content creators to work in a streamlined way, giving them the ability to write and design in a distraction-free space. This allows them to create more content at higher qualities than before.
Agile content marketing also gives marketers the ability to work with other subject matter experts to create great content. Using data to determine the best strategy, agile content becomes a database of information in and of itself. Additionally, the content becomes more in-depth because the subject is addressed again and again, repeatedly, to ensure all aspects are covered. This gives the content a greater educational value to readers.
In addition, the value of the content itself goes up dramatically when an organization adopts an agile content strategy. Engagement and conversion rates increase drastically with multiple iterations of a piece of content. An agile strategy requires more intensive content review on a regular basis, which inherently increases the value to the reader—a value which is passed on directly to the organization through growing audience numbers and higher engagement rates.
Simple: your competitors are already doing it, or are very close to adopting agile content practices. According to Forbes, “93% of CMOs who employ Agile practices say their speed to market for ideas, campaigns, and products has improved.” This speed is key in the fast-paced modern world of marketing. Getting better content to audiences at a faster rate is the only way to stay ahead of competition in the current market.
Agile content marketing, at its core, gives marketers and audiences more options and more value. This freedom is what makes agile great. Like the definition of the word itself, agile lets each of us become more graceful, fluid, and adaptable. Who wouldn’t want that?