Why take an Agile approach to content creation?
Agile – depending on who you are or what you do, the word could have different meanings and interpretations.
However, every person who embraces agile development at work has something in common – to create something that adds the real value to the end users, using an iterative and incremental approach.
Whether a content-heavy website or social media marketing, content has become more important than ever. But agile content is not just about quickly producing content that your readers might like.
Is it just another buzzword?
While the term has already been overly used, marketers tend to agree that there’s evident need to adapt ‘agility’ in response to the decaying traditional form of advertising. Having a catchy copy and a stunning imagery on the background may have been sufficient to grab the attention of customers. But, as you might have guessed, that is no longer the case today.
The agile content remarks the transition from traditional attention-seeking marketing to a more engaging style of content marketing. As much as producing inspiring content, Agile content also stresses on effectively engaging with a quality audience. So here are some key points that help make your content agile.
Agile content starts from research.
User data is the basis of high-quality content. Every person involved in content creation spend a substantial amount of time in studying and observing the end users. Any good content starts from listening to your users, your competitors, your colleagues, and your team. Pretty basic, right? When in doubt, always go back to the basics: ‘listen’.
Agile content is an on ongoing project.
‘Rome wasn’t built in a day.’ If you are a perfectionist, this might be a little painful. In Agile, perfection is not the priority. Rather, staying relevant and useful is much more important. If you are attempting to create the perfect content in the first go, you’ll risk your content going out of date by the time you publish it. Do test your content on multiple platforms. Whether it is social media or website, the content these days can be changed and adjusted easily and quickly. Just like a real relationship, building genuine relationships with your customers online require time and deeper insight. Moreover, sometimes the best way to achieve that is through interactions and communications. The most enticing content is developed over time as you connect more with, and gain a better understanding of your target audience.
Constant monitoring and analysis
What else helps you get a deeper and better understanding of your audience? It is crucial to keep track of your consumers’ changing needs and preferences using analytics tools. Once your content is out there, then observe how your audience are digesting it, and if they are reading your content at all. Once again, do make an immediate and quick adjustment to your content according to your audience’s reactions and behaviours.
Agile is responsive
Agile also means leveraging real-time conversations on a broad range of social media platforms. Keeping your brand and products up to date with current topics make you not only stand out from your competition, but also allow your relationship with consumers flourish.
(Image: reynermedia via Flickr)
Agile from within
A successful real-time interactions, however, also depend on how your team is organised and structured. If you were to embrace agile content, you would then need an agile environment that allows the process, whereby monitoring and content adjustment could happen efficiently and simultaneously. In other words, you will need a small, interdisciplinary team (consisting of designers, copywriters to SEO specialists) that delivers high-quality content frequently, and efficiently on multiple platforms.
What do you think?
Appnova is a digital agency specialising in web design, UX, eCommerce, branding, digital marketing and social media.
(Cover image: http://i.imgur.com/Foaexjd.jpg)