Applying Agile Marketing Principles to Your Content Campaigns

2021-03-17 00:00:00Mandar

Growing teams, hefty budgets, and infinite flow of content sound lucrative. The bigger the campaign, the better. That may not necessarily stand true in these times. The goal is to drive conversions, improve customer retention, and get the most out of your marketing budget. The approach should thus be strategic. Agile content marketing is now being adopted by businesses in their content campaigns, given its numerous benefits. The focus of the agile strategy is on getting better and not just bigger.

The Power of Agile

Principles of agile marketing are based on an iterative approach rather than a singular genius. Leading tech giants such as Amazon, Yahoo, Facebook, and Google use agile in their campaigns.

Practically every other B2B and B2C company is using content marketing. Approximately 86% of B2C and 93% of B2B marketers are leveraging it to achieve their marketing goals, says a report by the Content Marketing Institute. They are increasingly adopting the agile strategy to minimize the risk of failure in their content campaigns.

Let us understand in more detail how agile marketing principles can benefit the content campaigns:

Mitigation of Risks

When businesses invest their valuable resources into their content campaigns, there is an obvious risk — they may never get the desired ROI. Hence, they undertake a creative process to minimize the risk. However, not keeping the content customer-centric could have disastrous consequences.

According to a report by Forrester, only 5% of leads generated will contribute to the overall revenue. It's not just the production cost that's at risk here but also the consumer experience. Companies need to rethink their content strategy if they spend so much money and time only to drive their customers away.

This is when agile content marketing comes to the rescue. By implementing an iterative process of content creation, marketers can mitigate many of the risks early on in the campaign. In other words, content creation shouldn't be viewed as a ‘one shot' but as an iterative process. After each iteration, the chances of anything going wrong reduces by a significant margin.

Increase in Value

During each iteration, the marketing teams can determine how they can further increase their content campaigns' value. They can measure the value by increased engagement and consumer experience. Hence, the next version would have greater value, thanks to the application of agile principles in marketing.

Increase in Speed

Without question, content creation is a time-consuming endeavor. On average, content marketing projects take at least 3-8 weeks for completion. However, using the agile strategy instead of the conventional “waterfall” method, businesses can significantly increase their speed while lowering the cost.

Not just that, they can achieve better quality, thereby improving their ability to respond to a dynamic marketplace as well as changing customer needs. With increasing popularity, businesses may need to produce more content, so speed becomes an important factor here. Therefore, agile content marketing also increases the scalability of projects.

Scalability of Budget

If only marketers had access to unlimited funds! However, that's not the case as they are presented with budget constraints irrespective of the project's size. A bigger budget could help with media production, content distribution, and amplification. After all, greater visibility depends a lot on a budget of content campaigns.

Scaling the budget is not easy. It requires a deep understanding of what's currently working and what's not. Once again, agile content marketing plays a vital role here. By producing content more often, marketers have access to a bigger pool of data that allows them to analyze the audience's behavior.

Agile teams can get more significant ROI for every dollar spent on campaigns. It is because they can frequently reallocate and optimize their budgets according to consumer behavior. Most traditional teams review their budget only quarterly. On the other hand, agile teams do so every two weeks. Hence, they can respond a lot faster than their traditional counterparts.

Productivity of Teams

The marketing teams' productivity needs to be optimal to get the most out of content campaigns. When applied correctly, the agile methodology works wonders for their productivity even during the most complex projects. However, finding people who have marketing and content chops continues to be a challenge for most businesses.

Hence, they may benefit from hiring an outsourced agency that specializes in agile content marketing. Without making a single hire or training the existing workforce, businesses can scale the impact of their content campaign by leveraging an external agency's expertise.

Final Thoughts

Agile methodology is a tried-and-tested approach to achieve the desired results from the content marketing campaigns. Irrespective of the industry and size of the business, marketers can significantly benefit from this strategy. They can mitigate the risks as well as increase the value, speed, and budget of campaigns.

Choosing an outsourced agency for agile content marketing may bode well for businesses that don't have the budget to hire an in-house team for such projects.