In this video, I talk about agile content creation and all the variables needed to create content in real-time. For more videos like this, please consider subscribing to YouTube channel.
Hey guys, welcome back to this week’s video. I really do appreciate it. I’m going to start doing my videos a little differently. Previously, each video would focus on just one topic. Moving forward, I’m going to start recording videos based on a series. This will allow me to go much deeper with my thoughts, and actionable recommendations.
This week, I am talking about the 2021 State of Digital Content: Benchmarks for Building an Agile Content System from Altimeter published in April 2021.
This first video will be focused on defining what an agile content system is according to altimeter.
An agile content system is a set of specialized practices that allow companies to produce a large amount of content in a relatively short amount of time. The agile element refers to deploying the right type of content. at the right time and to the right person.
It’s interesting that they just published this because it aligns closely to a trend that I predicted back in December 2020. I called it agile storytelling which is similar, and I talk about people, process, and technology. Essentially it’s building a content engine that can respond to opportunistic media quickly.
I want to slowly transition into talking about some of the challenges that executives face when creating and delivering content quickly. The first one is all about data. 23% state that producing relevant content based on customer data is a challenge. If you have watched any of my videos or read any of my blogs, you’ll know that data-driven storytelling is something that I’m very passionate about. Nonetheless, many marketers and brands today still struggle with this concept and have a hard time with execution. Other data points in the Altimeter report include:
- Aligning multiple teams around a unified content strategy
- Hiring the right skills and people
- Producing personalized content at a large scale
- Getting support from the executive leadership
- Purchasing or integrating the right software
- Difficulty improving ROI or business impact of content marketing
These are all data points that I’ve struggled with throughout my career. If you think about it, each one of these challenges can be aligned closely to people, process and technology. Building an agile content system operationalizes all of this.
I’ll touch on a few additional data points.
I cannot express how important it is to find people who have the skills of storytelling. Building the right content team involves hiring analysts, creatives, copywriters, paid media specialist, community managers.
I have found tremendous success in hiring employees who have experience working in a newsroom because that is what it’s all about–creating content in real time based on a cultural moment, an event or an opportunity. This is what the news does too.
There are many software applications that can support the agile content system. There is the application that facilitates what I call the content supply chain. This is simply a piece of software that moves content from ideation to approval and then to distribution.
Platforms like Sprinklr, Khoros, Kapost and Newscred all have varying degrees of this capability. Some do it better than others.
To build a successful agile content system, there is also a need for software that can build audiences and monitor their conversations in real time. Audiense and Brandwatch do this and do it well.