Do Agile Marketers Wear the Quality Content Crown?

By Andrea Fryrear


Now that we’ve officially declared quality victorious over its long-time nemesis quantity, I’d like to propose that we also retire the well-worn phrase, “Content is king.” Instead, I’d like to propose a new alliterative truth: “Quality is queen.”

But how do we make it happen? In an interesting (and somewhat counterintuitive) twist, it turns out Agile marketing teams may have a good answer because they are more likely to prioritize quality than their traditional or ad-hoc process counterparts, according to results from AgileSherpas’ recent survey of marketing teams.

Agile marketing (briefly) defined

When it comes to Agile, language matters. A team that’s agile (lowercase “a”) may be fast, adaptive, and responsive to changing market conditions. But that doesn’t make the team Agile (capital “A”). To qualify for that label, marketing teams need to do several things:

  • Choose, apply, and consistently improve one or more Agile methodology. Kanban (a pull-based system that uses work-in-progress limits) or Scrum (the classic Agile process based around sprints) are the most common, but there’s no need to feel locked into one or the other. Most marketers end up using a hybrid approach, which is great, but they need to understand what’s available before building their custom methodology.
  • Change their mindset. Rather than making a huge plan and sticking to it no matter what, Agile teams create short-term plans, execute them, and then adapt based on what happened. No more big-bang campaigns that use a quarter’s budget; Agile teams experiment and iterate continuously.
  • Empower teams and enhance collaboration. Leadership can still determine what needs to be done, but an Agile team gets to decide most of how it happens. Empower the teams to do that, and make sure they can work together to get it …read more

    Source:: content marketing

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