using agile marketing techniques to inform your brand content

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WWW.BONEHOOK.COM WWW.BONEHOOK.COM The Need for Agility in Content Marketing A Bend Web Marketers Presentation by David Burn | 15 May 2014

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This is a talk I delivered to the Bend Web Marketers group. Knowing that many SMBs do not have the time, money or know how to manage all their content and social media marketing needs, I propose a series of steps based on lean and agile techniques.

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Page 1: Using Agile Marketing Techniques To Inform Your Brand Content

WWW.BONEHOOK.COMWWW.BONEHOOK.COM

The Need for Agility in Content MarketingA Bend Web Marketers Presentation

by David Burn | 15 May 2014

Page 2: Using Agile Marketing Techniques To Inform Your Brand Content

WWW.BONEHOOK.COM

Who is this guy?

• Started as a copywriter in 1995• Co-founded AdPulp.com in 2004• Promoted to content director in 2006• Launched Bonehook in April 2009

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Content for the win

i. Bonehook helps you find, shape and share your best brand stories

ii. We help move your prospects from advertising avoidance to content appreciation

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Content works

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Why content is important

• Content costs 62% less than traditional marketing, and generates three times as many leads

• B2B companies with active blogs generate 67% more leads than those with no blog

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Time, money and expertise • 86% of small

businesses fail to use data to inform their content marketing decisions

• 35% of small businesses fail to send an email newsletter

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Leave the stiff suit behind

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Be flexible like a yogi

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Why agile is important

Agile Methodology helps marketers focus on their need to be highly:i. Iterativeii. Flexibleiii. Customer-centered iv. Focused on priorities of high-value

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Old school ad making

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The way content is made today

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Content ladders

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Content strategy is your bedrock

1. Determine your shared points of interest*

2. Develop an editorial calendar3. Assign daily/weekly/monthly tasks to

key contributors4. Use A-B testing and metrics5. Adjust on the fly and go again

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*A basis for conversation

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Red Bull is the way maker

Red Bull’s basis for conversation with its customers is action sports

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From chaos to process

• You don’t have to publish a newsstand magazine like Red Bulletin to benefit from an editorial calendar

• Be methodical and repetitive without being boring

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You’re cultivating relationships

• Know what your customers want from your content and when/where they want it

• Know the key influencers in your industry and how to connect with them and amplify their voices

Page 18: Using Agile Marketing Techniques To Inform Your Brand Content

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Don’t look to your product

Look at what people do with your product

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Be a trusted source

You can curate your way to success by pointing to the things your audience craves

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Add value contextually

Bring a service mindset to your daily content and social media tasks

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Tools for trim teams

• Basic: Google News Alerts, Google Analytics

• Intermediate: HootSuite, Nimble, MailChimp

• Advanced: Little Bird, Hubspot

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Culture defines operations

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Can agencies find their flex?

• Traditional agencies are set up to bill by the hour

• Billing by the hour encourages a slow, deliberate, “patented” process

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Alternative compensation models

• Flat fee pricing• Page view and

engagement incentives

• A cut of e-commerce sales

• Stock options• Barter

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More resources

• AgileMarketingManifesto.org• Content Marketing Institute• Contently/The Content Strategist

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What Gossage said

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Make contact

Bonehook.com/truenorth

@bonehook | @adpulp | @davidburn

503-970-3862