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Agile is Only the Latest Step in the Ongoing Evolution of Content Marketing

Agile is Only the Latest Step in the Ongoing Evolution of Content Marketing

In just a few years, content marketing has moved from a novel concept to one of the most popular and successful ways to promote your brand online. The concept has arrived, but that doesn't mean it stands still. In fact, the evolution of content marketing remains ongoing--and the latest step in that evolutionary process may be agile.

The Basics of Agile

Most IT professionals are familiar with agile, which has become the preferred development method of software and apps today. In essence, it takes the traditional, linear, step-by-step process of building software and turns it upside down.

Agile software development means working on multiple aspects of the project at once. Rapid and constant testing and feedback modules lead to a quicker development, along with a higher chance to catch bugs and mistakes before it's too late to fix them.

Understanding Agile Marketing

Naturally, a concept as beneficial as agile has made its way beyond software development, as well. Agile marketing, for example, has become a way for businesses and brands of all sizes to optimize and streamline their promotional efforts.

Agile is a synonym for nimble, which perfectly sums up the concept in the marketing arena. Simply put, agile marketing is

a tactical marketing approach in which teams identify and focus their collective efforts on high value projects, complete those projects cooperatively, measure their impact, and then continuously and incrementally improve the results over time.

As marketers, we spend long hours working on each tactic in a given strategy bit by bit. Depending on the size of the organization, each tactic has to go through a number of approvals before implementation. Agile cuts that process down significantly, increasing both the speed and quality of the marketing output through continuous improvement metrics.

Applying Agile in a Content Marketing World

While content marketing is undoubtedly popular, a large number of brands across industries simply don't see it as effective as it could be. A variety of reasons exist, but the lack of time and resources to produce quality content tend to be among the biggest roadblocks to success. The number of B2B brands who saw their content marketing efforts as effective actually fell 8% between 2015 and 2016.

Embracing agile effectively remedies these challenges. And yet, only 11% of content marketers embrace the concept, compared to more than 60% of marketers as a whole.

For your brand, that means an undeniable opportunity. By implementing an agile approach in your content marketing strategy, you can stay ahead of the curve and become an early adopter of a philosophy that, thanks to the challenges it solves, will become more popular among other marketers in the near future.

Adopting agile for content marketing means moving away from a large strategy that has to be created and implemented bit by bit. While that overarching strategy still matters, it's broken up into various pieces that can be built and implemented simultaneously. Content, as the Content Marketing Institute points out, becomes a strategic asset:

It’s easy to dismiss marketing plans that span dozens of pages and try to plan marketing initiatives months (or years) in the future... If, instead, we released a few pieces of content, measured our audience’s reaction, and then repeated that process... we would learn about changes as they happen. Armed with these unfolding insights, we could continually adjust our strategy to more accurately target tomorrow’s opportunities.

In other words, the agile philosophy is ideally suited for content marketing. As the environment becomes more crowded, the balance between speed and quality of content becomes more important than ever before. Through agile content marketing, you can accomplish that balance. That, above all, makes this concept the next crucial milestone in the ongoing evolution of content marketing.

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