Content Chat

#ContentChat is a weekly twitter chat that brings together content creators and content marketers to share their challenges and best practices for solving them.

I took over hosting duties from Lucy Rendler-Kaplan on June 13, 2016. The chat was originated by Jenise Stout Fryatt of Smarter Shift who built up the community over three years.

Check out these recaps from recent chats and join us on Mondays at 12 noon Pacific/ 3:00 p.m. Eastern to join in the conversation.

May 3, 2021 Content Chat Recap: Lessons Learned in Multichannel B2B Marketing

May 5, 2021 by Alek Irvin Leave a Comment

To be successful in marketing, you must understand your brand’s ideal buyers and the multitude of channels that they engage on and seek resources to help with their work. In this #ContentChat, we’re joined by Shruti Deshpande (@Shruti12D), a marketer with 10+ years of experience executing multichannel B2B marketing campaigns, to discuss lessons learned in multichannel B2B marketing. Check out the full chat recap below, where we discuss how to identify your ideal buyer persona, ways to optimize your multichannel B2B marketing campaigns, and pitfalls to avoid along the way.

Q1: What is a buyer persona, and how is it useful for content marketing?

A buyer persona is a mold of your ideal customer. This persona should describe the person’s role, challenges they face, how they define success, where they fit in the buying process, and much more (which we’ll discuss in Q2).

A1a. Buyer persona is a mold of your ideal customer. It is a detailed description of who represents your target audience. #ContentChat
— Shruti Deshpande (@shruti12d) May 3, 2021

A1a: A buyer persona is a snapshot of your ideal customer.
It includes the role the person plays in the buying process, the critical challenges they face, and how they define success, all as it relates to your brand’s product or services. #ContentChat
— Erika Heald | Founder @ErikaHeald (@SFerika) May 3, 2021

A1 A buyer persona is a representation of your ideal customer based on research
It helps you narrow down the who, how, what, where, when of marketing a service/product
-Alyx #ContentChat https://t.co/kujUUx0apy
— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) May 3, 2021

A1 When you are writing marketing copy for any format, the buyer personal represents the answer to “Who” when you’re working through the development questions of Who?, What?, When?, Why?, Where? and How Much? #ContentChat
— Derek Pillie 🎯 (@derekpillie) May 3, 2021

A1a: Buyer persona is basically a very detailed description of someone representing your target audience. It includes interests, demographics, online behavior, buying habits and other behavioural traits. #ContentChat
— Momina (@toppingofirony) May 3, 2021

A1: Buyer persona = demo, pshcho and firmographics of a target customer. Used for: (s) poking holes in theories about who you thought your target customer was; (b) detecting loose, faint signals of resonance among buyers; (c) letting customers have if your way.
#contentchat
— Ed Alexander (@fanfoundry) May 3, 2021

Marketers use buyer personas to create more personalized content that will actually resonate with their ideal customer. A brand will have multiple buyer personas, but each piece of content should focus on just one. It is easier to spark an emotional connection with your reader if you understand and address their unique needs.

A1b. In a crowded playing field, it is important that your content marketing stands out, resonates with the right audiences and invokes an emotional reaction. #ContentChat
— Shruti Deshpande (@shruti12d) May 3, 2021

A1c. A well defined buyer persona allows to create content that encourages potential customers to take notice, and engage with the content and take further action. Defining a clear target audience can allow you to focus your marketing efforts. #ContentChat🤓
— Shruti Deshpande (@shruti12d) May 3, 2021

A1b: In the context of your #ContentMarketing, while you may have a handful of buyer personas to reflect the many people involved in decision-making, you want to create each piece of content with only one of your personas in mind, so it resonates. #ContentChat
— Erika Heald | Founder @ErikaHeald (@SFerika) May 3, 2021

With apologies to Jim Collins, a buyer persona embodies your lightning-rod customer. You need to understand this person to target your content. Without that understanding, you’re unlikely to succeed. #ContentChat
— John Cloonan (@johncloonan) May 3, 2021

A1b: Your content efforts need to have a reason. Creating and marketing content blindly without any defined target audience and end goals is pretty much useless. Your buyer persona helps you create relevant, valuable and engaging content for your target audience#ContentChat
— Momina (@toppingofirony) May 3, 2021

A1: A buyer persona is a detailed description of your target consumer. It’s great to use a buyer persona to develop content that will evoke the desired response from the consumer by using the persona as a guide! #contentchat
— Stephanie Albert (@stephal1698) May 3, 2021

April 26, 2021 Content Chat Recap: How To Become A More Productive Blogger

April 28, 2021 by Alek Irvin Leave a Comment

Time can easily be a writer’s worst enemy. Right as one piece of content is finished, there is often another deadline right around the corner, and a multitude of new tasks can pop up at any moment. Before you know it, your day is over and you’ve made no progress on your next blog post. But there is a way to break this cycle.

In this #ContentChat, we’re joined by Eb Gargano (@EbGargano), professional blogger at Easy Peasy Foodie and Productive Blogging, to explain how to become a more productive blogger. Read the full recap below, where we discuss how to develop a blog content plan, ways to remove distractions from your workday, tips to overcome writer’s block, and tools to help with blogging.

Q1: How can bloggers set realistic goals for 2021? What KPIs or metrics should they track to measure their success?

Eb focuses her goals on actions, not numbers. She recommends setting goals around what you will do to increase your metrics.

A1a: Actually (despite my business background), I don’t like to set fixed ‘number’ goals. My approach to setting goals is all about ‘actions’ – what I will actually ‘do’ this year to increase my metrics. I find this approach yields better results. #contentchat
— Productive Blogging (@EbGargano) April 26, 2021

To measure the success of your blog and its content, track KPIs including pageviews, pages per session, percent of returning visitors, organic traffic, and engagement.

A1b: It depends how you monetize. If it’s ads/affiliates, then pageviews, pages per session, % returning visitors, RPM and revenue. If it’s from selling ebooks/courses, then email subscribers and conversion rates are much more important… and, of course, sales! #contentchat
— Productive Blogging (@EbGargano) April 26, 2021

A1. I’m a fan of tracking engagement. If there are readers sharing your content + reaching out to tell you how your content is helping them or that they’re loving it, you’re mostly winning at blogging. #ContentChat
— Masooma | Content Writer (@inkandcopy) April 26, 2021

Yes, definitely engagement metrics! What do the readers do once they’re on your blog post? Are they bouncing right away or clicking around? Also, how does your blog content play into your conversion paths? #ContentChat
— Melanie Graham (@WriterGirlMel) April 26, 2021

A1. I’m always looking at organic traffic for my blog. If I’m doing things right, that’s increasing. To be realistic, I look at my historic improvement and set the goal based on that. I.E. If I saw 50 new visits from organic last month, I might make my new goal 60. #ContentChat
— Jessica Thiefels | Mindset + Marketing (@JThiefels) April 26, 2021

We track 1)Attraction (organic traffic views, search rankings, impressions) – 2) Engagement (bounce rate, time on page, path to other pages)- 3)Conversion (registrations for other assets)”
— Anne Merkert (@anniemerkert) April 26, 2021

Set up your goals in Google Analytics.

And if @todcordill were here today, he’d remind us to set up our goals in GA too! #ContentChat
— Erika Heald | Founder @ErikaHeald (@SFerika) April 26, 2021

Historical metrics can help inform what is a realistic goal to set. Remember that if you’re starting from scratch, it can take ~6 months to gain momentum.

A1: I always start by taking a look at the past 12 months. What am I proud of? What could I have optimized? Did I see the results I was looking for? From there, I set new goals and strategies for the upcoming year. #ContentChat https://t.co/FHkDfj7h8I
— Erika Heald | Founder @ErikaHeald (@SFerika) April 26, 2021

A1: I think it’s important to look at historical metrics, resources and your overall business or sales goals. Make sure all of these are working together before you set target KPIs. #ContentChat
— Melanie Graham (@WriterGirlMel) April 26, 2021

Historical metrics definitely help set realistic goals! and avoid a burn out and set unrealistic goals. #ContentChat
— Shruti Deshpande (@shruti12d) April 26, 2021

Absolutely. And I think it’s important that if you’re just starting out and don’t have lots of historical data to give yourself some grace and don’t set expectations too high! #ContentChat
— Melanie Graham (@WriterGirlMel) April 26, 2021

Yes – especially in the early days! Blogging can be like ghost town for the first 6 months #contentchat
— Productive Blogging (@EbGargano) April 26, 2021

And always ensure that your goals and KPIs map back to your overarching business strategy.

A1 The most important data to track should go back to what you’re trying to achieve through your strategy. That’s going to vary from blogger to blogger and site to site, but there is almost something you can measure that ties back to your strategy’s effectiveness. #ContentChat
— Derek Pillie 🎯 (@derekpillie) April 26, 2021

April 19, 2021 Content Chat Recap: How To Find And Partner With A Graphic Designer For Content Marketing

April 22, 2021 by Alek Irvin Leave a Comment

Even the best-written content can be improved with compelling, on-brand visuals. The trouble, though, is that most content marketing teams are tight on time—and budgets—so these visual elements are usually an afterthought or simple box to check in the creation process.

Teams and solo content creators should partner with professional graphic designers to achieve the full visual potential of their work, especially for priority campaigns and launches. Many brands and individuals lack this in-house or personal design expertise, meaning that freelance graphic designers are an essential resource for all types of marketers.

In this #ContentChat, we’re joined by Matt Hanns Schroeter (@MattHanns), freelance illustrator, designer, and developer, to discuss how to partner with a graphic designer for content marketing. Check out the full conversation below, where we trade tips on how to find a graphic designer, realistic budgets and timelines, the necessary information to share when reaching out to a designer for a project, and more.

Q1: Why should a content marketer consider engaging with a graphic design freelancer?

Graphic designers are beneficial for many reasons. At a high level, they can create engaging and effective content marketing pieces that help your brand stand out from the competition.

A1: A bunch of reasons! Top ones that come to mind are to: distill complex info, personalize things for a brand, and elevate content to spread brand vision + purpose. #ContentChat
— Matt Hanns Schroeter (@matthanns) April 19, 2021

A1a: While there are a ton of great DIY design tools content marketers can use, nothing compares to collaborating with a graphic designer for creating engaging and effective content marketing pieces. #ContentChat https://t.co/IGcrWFYkOS
— Erika Heald | Founder @ErikaHeald (@SFerika) April 19, 2021

A1. An attractive graphic design in marketing creates a very positive image & builds brand recognition. It captivates the user’s attention at the very first look & has a better chance of being remembered #ContentChat https://t.co/NlVOtQ6drW
— 🟣 Eddie Garrison (@EddieGarrison) April 19, 2021

For specifics, freelance graphic designers provide a much-needed outside perspective…

A1 Aside from the fact that a designer will help your assets to look nice, a *freelance* designer can often offer a fresh perspective or a new take that will help your assets to stand out more and get your team to see things differently. #contentchat
— Martin Lieberman (@martinlieberman) April 19, 2021

I second the importance of having a fresh perspective and how that can elevate your content. Often, something that seems really clear to a content creator isn’t as clear as we think. A great designer can recognize that and help you improve your message delivery. #ContentChat
— Erika Heald | Founder @ErikaHeald (@SFerika) April 19, 2021

A1 Having a graphic designer (or someone with graphic design knowledge) is key for providing interesting and powerful visuals with your content
Having a freelance gives you the opportunities to see different aspects or angles on the content
-Alyx #ContentChat https://t.co/7xP7WiKiWm
— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) April 19, 2021

Compelling visuals help retain readers and increase the value of your content…

A1. You need to work with graphic designers to design powerful visuals for your content, helping you retain readers, improve content readability, and increase page dwell time.#ContentChat
— Masooma | Content Writer (@inkandcopy) April 19, 2021

A1 The data is very clear: imagery increases engagement. Quality counts, so working with a freelancer just makes sense. Has worked for me in the past. #contentchat
— Dan Goldberg (@Jonas419) April 19, 2021

Visual content can better reach certain members of your community, especially on visual-focused channels…

A1: Also, people digest content differently and sometimes a visual representation of your content will resonate better with an audience. #ContentChat
— Melanie Graham (@WriterGirlMel) April 19, 2021

Unique graphics are more engaging than stock photos…

A1: So many reasons! Unique graphics are often more engaging than the usual stock photos, especially if you’re trying to stand out in a busy social feed. #ContentChat
— Melanie Graham (@WriterGirlMel) April 19, 2021

Yep I see that shift a lot now, much more illustration work than using stock photos these days.
— Matt Hanns Schroeter (@matthanns) April 19, 2021

And freelance graphic designers provide project-based support to fit your team’s budget.

A1b: Not all organizations can afford to have a designer on staff to support the content marketing team. But building a relationship with one or a couple of freelance designers is a great way to bring your content to life on a budget. #ContentChat
— Erika Heald | Founder @ErikaHeald (@SFerika) April 19, 2021

April 12, 2021 Content Chat Recap: How To Build A Craveable Brand Through Content Marketing

April 16, 2021 by Alek Irvin Leave a Comment

Most brands continue to explore new ways to reach and engage their communities, especially given the shift in customer needs during the pandemic. Audiences expect greater levels of empathy and authenticity than before, but the emergence of Dark Social channels makes it harder to track customer conversations and understand their needs. So how can brands break through to their customers? And how can businesses develop deeper community relationships that weather even the greatest industry turbulence?

In this #ContentChat, we’re joined by Jessika Phillips (@JessicaPhillips), founder of NOW Marketing Group, to discuss how companies can build a Craveable brand—one that keeps our communities wanting to come back for more—through content marketing. Read the full recap below, where we share the challenges that marketers face in reaching their communities in 2021, the importance of a brand manifesto to explain your brand’s greater purpose, and the ways that you can leverage a brand manifesto to create personalized and audience-focused content.

Q1: What challenges do marketers face in understanding and reaching their communities and ideal customers in 2021?

Marketers face a range of challenges in 2021. Most conversations and interactions now happen online, which means brands need a way to track, reach, and engage their virtual communities.

A1) Many brands have marketed Face to Face via networking events & simply out in their communities. With the lockdowns, this has proven challenging to get in front of their target audience if they haven’t had relationship marketing in place. #ContentChat
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) April 12, 2021

A1) Brands who haven’t built community via email, social, website utilities, CRM info to know who their customers are & what they need have been very reactive in 2020-2021 but brands that have focused always focused on #RelationshipMarketing have won the past year #ContentChat
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) April 12, 2021

This is so true! Marketers who hadn’t invested in building their mailing lists, and their social communities, had to scramble to adapt to a virtual mode of engaging their communities. #ContentChat https://t.co/Qu7hVGhARL
— Erika Heald | Founder @ErikaHeald (@SFerika) April 12, 2021

Buyer habits have shifted this past year, so brands need to reassess their target personas and these buyer needs.

A1: I do think there is a challenge, even for those who are invested in relationship marketing, to figure out how their customer’s communications patterns are changing. Who’s going someplace different for their interactions and where are those places? #ContentChat
— Derek Pillie 🎯 (@derekpillie) April 12, 2021

A1: 2021 is a whole new ballgame for marketers. We have customers who’ve spent the past year at home who are just now seeing their communities slowly reopen. But there isn’t any going back to the old business as usual. #ContentChat pic.twitter.com/2mNwevvSzl
— Erika Heald | Founder @ErikaHeald (@SFerika) April 12, 2021

Which ties to an increased focus on social listening.

A1) Another big issue in 2020-now has been active social listening & brand empathy. 2020 ripped off the bandaid of brands being able to be vanilla. Our customers expect us to be timely to current issues and speak up about what we believe. #ContentChat
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) April 12, 2021

I frequently hear from clients that they don’t know where to start with social listening, or that they ack the (human and tech) resources to do it at scale. #ContentChat https://t.co/TXYDg1GcFT
— Erika Heald | Founder @ErikaHeald (@SFerika) April 12, 2021

Yes! This is a big issue. There are many ways to start are to set up alerts via Google for free https://t.co/WbvsIFAdhq then use a tool like @Agorapulse to help or simply search for your industry and see what people are saying. AND set up interviews with your clients #contentchat
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) April 12, 2021

But Dark Social, or conversations happening in private or niche communities, is on the rise. This makes it difficult to fully understand our audiences.

A1) Plus the growth of Dark Social (ie conversations happening in private /niche communities have caused an increase in brands who don’t have relationship marketing in place to need to “pay to play” so to speak. . #ContentChat
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) April 12, 2021

I’ve seen this especially with the rise of private Slack communities, Discord channels, and Facebook groups. There are a lot of places that brand listening tools can’t monitor. #ContentChat
— Erika Heald | Founder @ErikaHeald (@SFerika) April 12, 2021

A1) PS- more on dark social here: https://t.co/eAguiM5pXk
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) April 12, 2021

And not to mention the struggles of efficiently collecting and making sense of your data.

A1: I’ll echo @520eastbrands & @jessikaphillips: For us, it’s a combo of not having those in-person events and having a small business budget with a lot of ground to cover. Another big challenge? DATA. Getting good data and cleaning existing data. #ContentChat
— Melanie Graham (@WriterGirlMel) April 12, 2021

Having relevant, clean data is a huge effort and so foundational to precision demand marketing. #ContentChat
— Erika Heald | Founder @ErikaHeald (@SFerika) April 12, 2021

This increase in online activity also means that customers expect more online resources and assistance, like chatbots and FAQs.

A1) cont’d ie chatbots, knowledge centers, online shopping etc.
Customers should be able to do business with us online and off. How can we remove friction during their buying journey should always be a question in our minds #ContentChat
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) April 12, 2021

A1) Brand websites & social channels that haven’t built in the right utilities to provide access, speed & ease of doing business have seen a drastic loss of business since 2020. #ContentChat pic.twitter.com/CPAyShRH6n
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) April 12, 2021

A1) funny enough I actually wrote a blog on the future of business in 2020 in 2016- based on a Walker study & it’s still pretty spot on 😬 #ContentChat https://t.co/VrN7xMsKQO
— Jessika Phillips #RelationshipMarketing (@jessikaphillips) April 12, 2021

A common thread is that communities feel more dispersed before and marketers need to stay focused in their efforts.

Hi gang…I think the biggest issue is a lack of focus with communities. They are trying to do too many things and become mediocre at best at community building. PS: Hi @jessikaphillips OHIO in the house #ContentChat
— JOΞ Pulizzi (@JoePulizzi) April 12, 2021

A1 Cannot wait to hear Jessika’s reply to this. I find a big challenge is so many platforms, so much diversification of audiences, so little time. We want to hit everyone’s eyeballs but we just can’t. Not on small business budgets. Not well. #ContentChat https://t.co/cSBFzzB85M
— Shane Shaps (@520eastbrands) April 12, 2021

A1 Put your content in the right places. Platforms are pretty fractured, and great content is only great if it’s where your audience is. #contentchat
— Dan Goldberg (@Jonas419) April 12, 2021

And Rebekah makes an excellent point: Most often, marketers get in their own way. Brand communities look for genuine interaction, solutions to their challenges, and a sense of belonging.

A1. In terms of community-building, I think marketers get in their own way. Fans don’t stay for the brand, they stay for interaction, conversation, development. When members are connecting over the value provided by the brand – it elevates customers to community. #ContentChat
— Rebekah Bibee (@BekahBibee) April 12, 2021

April 5, 2021 Content Chat Recap—Community Conversation: What Marketers Want From Email Newsletters

April 7, 2021 by Alek Irvin Leave a Comment

Marketing to consumers and business decision-makers is certainly a challenge, but marketing to marketers is a uniquely difficult task that may leave even less room for error. Increasingly since the pandemic, brands have used email newsletters to convey empathy, provide value and support to their audiences, and reinforce their brand voice through consistent newsletters. But how should brands approach email newsletter marketing to marketers?

In this #ContentChat community conversation, we discuss what marketers want from email newsletters. Read the full recap below, where we share what type of subject lines compel marketers to click on an email newsletter, why marketers unsubscribe from email newsletters, our advice for marketers looking to launch a new email newsletter, and more.

Q1: As both a marketer and a consumer, how do you feel about email newsletters? Are you actively looking for more? Trying to whittle your list down?

Several of our community members are actively looking for valuable newsletters. They want unique perspectives, well-curated resources, and content that sparks conversation.

A1a: I won’t say “it depends” (b/c we all hate that answer!) BUT, I am always looking for new email newsletters while, at the same time, trying to cut back the ones that no longer grab my interest. #ContentChat https://t.co/LZTu4IgLQJ
— Erika Heald | Founder @ErikaHeald (@SFerika) April 5, 2021

A1b: I am always looking for more email newsletters that give me an interesting marketer’s unique POV on a marketing topic, point me to things I’d otherwise never see/read/do, and that inspire me to share the email with someone I’ve been meaning to catch up with. #ContentChat
— Erika Heald | Founder @ErikaHeald (@SFerika) April 5, 2021

A1. I’m actively looking for more *good* ones so I can whittle down my list. Makes sense?
Some days, I tent to subscribe a lot thinking the stuff will be good, but the inbox overload + unread content leaves me feeling bad. So working on quality mostly. #ContentChat
— Masooma | Content Writer (@inkandcopy) April 5, 2021

A1: As a subscriber, I’m very selective about the newsletters I subscribe to, because I want to make sure I’m getting quality content. As a marketer, I’m always looking for interesting newsletters for inspiration and learn something new from #ContentChat
— Win Shi Wong 黄颖诗 (Win Shi, not Win) (@winshiwong) April 5, 2021

When approached well, newsletters are an incredibly powerful way to strengthen your community relationships.

#ContentChat Newsletters might be my favorite way to (give and) receive content. It’s versatile, great, for curation, and doesn’t require too much of me
— LaDonna LaGuerre 🇯🇲 🏳️‍🌈 (@ellellellag) April 5, 2021

Marketers are short on time and turn to email newsletters for interesting and useful content that they can’t get elsewhere.

A1: I’ll give almost any newsletter a trial run, but I’m not shy about unsubscribing if it doesn’t provide interesting or useful content. Give me something I’m not getting somewhere else and I’ll probably read what you send me (probably not a typical take tho). #ContentChat
— Derek Pillie 🎯 (@derekpillie) April 5, 2021

I was and have become very picky about the newsletters I subscribe and consume.
In fact, knowing how picky I am makes me nervous about starting my own newsletter—thinking about how people would be picky like I am lol. #ContentChat
— Masooma | Content Writer (@inkandcopy) April 5, 2021

A1 I rarely subscribe to newsletters, and when I do I rarely read them just because of time available #ContentChat
— Dan Goldberg (@Jonas419) April 5, 2021

A1. The problem with most email newsletters is that there’s no value in them for the reader.
They’re usually a list of things you’re selling.
However if we give value that helps people then we enjoy receiving them. #ContentChat
— Rob & Kennedy 🦸 Email Marketing Heroes (@RobandKennedy) April 5, 2021

If a marketer did not willingly sign up for your email newsletter, they are likely to unsubscribe.

A1 Here it is – it depends on where it’s coming from. If I signed up willingly, then I love them. If I was required to give up my email when I just wanted to browse or needed 1 answer and you keep sending them – no thanks
Currently, trying to cut down the list
-Alyx #ContentChat https://t.co/cgblINCsVz
— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) April 5, 2021

I can not begin to count how many times I have lost the argument against auto-subscribing people to email newsletters. The value of an opt-in email newsletter subscriber is so much more in addition to being the right thing to do. #ContentChat
— Erika Heald | Founder @ErikaHeald (@SFerika) April 5, 2021

Review your email newsletter subscriptions at least twice a year to keep your inbox streamlined.

A1: I really love a good newsletter, but I’ve had to be more judicious about how many I read and *when* I choose to read them.
Curiosity gets the best of me sometimes and I subscribe to a lot. But I do a review every 3 months. #ContentChat
— Rachel Wendte (@rkwendte) April 5, 2021

And Derek shares a few guiding principles for email newsletter content:

I’ll share the golden rule of newsletter writing from a webinar whose source I can’t remember (wish I could so I could give them credit). Don’t hit publish until you:
1) Laugh at your content (because it’s funny)
2) Learn from your content
3) Love your content #ContentChat
— Derek Pillie 🎯 (@derekpillie) April 5, 2021

March 29, 2021 Content Chat Recap: The State of Agile Marketing in 2021

April 2, 2021 by Alek Irvin Leave a Comment

According to the AgileSherpas 4th Annual State of Agile Marketing report, 51% of marketers say they’ve used at least some parts of an Agile marketing approach to boost their marketing results. The advantages of an Agile approach can include increased customer satisfaction, better resource utilization, and an overall more effective team, but how can marketers begin their Agile journey? And in what ways can marketers refine their Agile practices?

In this #ContentChat, we’re joined by Andrea Fryrear (@AndreaFryrear), president and co-founder of AgileSherpas, to discuss the state of Agile marketing in 2021. Read the full recap below, where we leverage her team’s latest research to explain what an Agile marketing team is, how to overcome the hurdles of implementing an Agile approach, and general tips to build a successful Agile marketing team environment.

If you’re looking for more information on Agile marketing, Andrea has generously provided 10 FREE codes for the AgileSherpas Introduction to Agile Marketing self-paced course. Just head over to the course page and use code CONTENTCHAT at checkout to redeem.

Q1: What is an Agile marketing team? How is it different from an agile (lowercase) team?

Lowercase agile teams are fast and adaptive, but this is often by accident or necessity. These teams are often stressed and inefficient with their time, despite their perceived agility.

A1: Lowercase “a” agile teams might happen by accident or by necessity. These teams are fast and adaptive, but they may also be stressed and ineffective. #contentchat
— Andrea Fryrear (@AndreaFryrear) March 29, 2021

A1: “We move fast and pivot a lot. We’re pretty much already agile.” No, you’re not. #ContentChat pic.twitter.com/MxuZ0DNlyq
— Andrea Fryrear (@AndreaFryrear) March 29, 2021

See also: Agile does not mean = random acts of content and a lack of editorial calendar. #ContentChat
— Erika Heald | Founder @ErikaHeald (@SFerika) March 29, 2021

Capital “A” Agile teams follow a mix of frameworks and best practices to stay efficient and effective.

A1: Capital “A” Agile teams do the hard work to incorporate Agile ways of working into their processes so they can be both efficient AND effective (w/o working 60 hour weeks). #contentchat
— Andrea Fryrear (@AndreaFryrear) March 29, 2021

1) prioritize work (Agile uses a backlog)
2) focus effort on high value stuff until it’s done (WIP limits)
3) visualize what’s going on and where blocks are (kanban board)
also say no a lot more 😉
— Andrea Fryrear (@AndreaFryrear) March 29, 2021

A documented marketing strategy is a necessity for agile and Agile teams. Agile teams are best prepared to pivot from this plan to benefit the customer or address a change in business priority.

Move quickly and change as per the business needs too… possibly?? #ContentChat
— Shruti Deshpande (@shruti12d) March 29, 2021

Totally agree business needs should drive the change. It should also be tied to customer value whenever possible. Main thing is make ppl bring you a REASON for a change. Don’t just change all the time b/c you’re Agile now!
— Andrea Fryrear (@AndreaFryrear) March 29, 2021

YES! You still need to have a mission and vision for your content marketing. Agile doesn’t mean chasing after every shiny new object. #ContentChat
— Erika Heald | Founder @ErikaHeald (@SFerika) March 29, 2021

There always needs to a plan. And implementing that plan to meet set goals is as important as it is to make sure teams are better coordinated and not over worked. #ContentChat
— Shruti Deshpande (@shruti12d) March 29, 2021

A1 Proactive and socially listening marketing vs reactive marketing and constantly pivoting just to pivot
-Alyx #contentchat https://t.co/h8LA4yVfOe
— Charlie & Alyx – Charlie Appel Agency (@ColfaxInsurance) March 29, 2021