The Age of Agile Content

Transforming a branded content machine into an agile content engine

Key Highlights

The Agile Content Engine (ACE)SM is a model that brings nimbleness to brand journalism. It brings audience-tuned people, processes, platforms and performance together and gets a brand’s authentic editorial to market efficiently and effectively. In this whitepaper we explore what it means to be an agile content engine.

Page Summary:

  • How ACE Brings Agility to Content Marketing
  • Nine Mistakes That Hinder Content Agility
  • The Sprint-Run-Jog Construct

How ACE Brings Agility to Content Marketing

Content agility is the foundation of what makes a brand’s investment in custom content and content marketing the workhorses of authenticity. The Agile Content Engine (ACE)SM is a model of throughput that brings nimbleness to brand journalism. It brings audience-tuned people, processes, platforms and performance together and gets a brand’s authentic editorial to market efficiently and effectively.

Just like a fine-tuned product marketing and management program, your content investment has to work end-to-end. The content-to-market journey can get broken fast. Understanding the inherent rigor of content excellence and what is at stake puts the art and science of ACE front and center.

ACE helps brands become better at creating and curating content and enhancing content performance. By getting agile with your entire content ecosystem, you will pull customers into the buying cycle faster and with more staying power.

78% of CMOs believe custom content is the future of the marketing industry.

Only 12% of companies ignore content in their marketing efforts.

Sources: Content Marketing Infographic, www.demandmetric.com and Content Marketing Valuable for B2B Marketers Who Document Strategy, www.emarketer.com
Content agility is the foundation of what makes a brand’s investment in custom content and content marketing the workhorses of authenticity.

Nine Mistakes That Hinder Content Agility

Orchestrating an editorial process that illuminates your story, or the many-layered stories underneath, requires a newsroom mentality. Lessons learned from the last five years in the content marketing business reflect that the same mistakes are made repeatedly by brands. Here are the top typical mistakes we have found:

  • Inability for a brand or company to generate editorial versus copywriting
  • Process gaps and hang-ups
  • Being unresponsive to what the audience wants to hear
  • Speed of execution, lag time
  • Misaligned objectives and measurement
  • Breakdowns in strategic content planning and execution
  • Inconsistent voice and tone
  • Creating more organizational complexity in an effort to tackle content
  • Territory battles and silos with different content ideas, themes and purpose

The Sprint, Run, Jog Construct

Is your content team attuned to the methodology of “sprint, run, jog”? It needs to be.

The top priority of any great content effort has to be results. To get results, a content team needs to feel free from politics and prose, and get to the story. They need to learn to sprint, run and jog together. This is both behavior and mindset as well as process and experience. Meaning a team of writers, editors, strategists, creatives and analysts who create liquid content that flows the way you need it to. These are the three pillars of content agility:

SPRINT
Fast-turn, time-critical content and short-form storytelling for breaking news/response to news, competitive response or crisis-mode editorial.

RUN
The daily, always-on methodology of planned, timely, disciplined content creation.

JOG
This is known as the long-lead feature jog, the realm of well-planned editorial that may be monthly, quarterly or even annual in the schedule.

ACE enables a brand to cut through the clutter and noise of stumbling through the process and puts in place the talent, the process and the platform(s) to get the editorial effort running right.

Conclusion

The pressure is on to compete not only with high-quality products and services, but also with winning content that propels your brand’s story into the market and adds value for your audience.

Using the ACE model helps you attain agility with multiple tracks and channels of content. The question may not be can you afford to spend what you’re spending on content, but can you afford to do it in a less efficient and effective way than may be happening. The answer may be blending the mindsets of a publisher and a marketer, putting your audience first, creating the end-to-end content, production and distribution that maximizes return, and executing your content with the same rigor of quality that you do with your products and services.

Download the full whitepaper

See how ACE can make your content more agile.


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