But why should you add agility? We did some research and found there are a few aspects a new content strategy needs to consider. There are some demands that need to be met in dealing with omnichannel content. Let’s discuss three of these demands and how a content management process providing agility will help you meet them.
Agile has been around for a long time and finds its roots in software development. But over time, Agile has gotten bigger and changed into an organization-wide way of working. Using an Agile method means using an iterative and incremental approach.
Time for an example. If you have to run an email campaign, you can choose to send the campaign when everything has been checked and is available to you. But instead of waiting to send the campaign at the end, how about breaking down the campaign into 3 pieces? Prioritize those 3 pieces and continuously work on them during cycles called iterations. When 1 of the pieces is finished, send the email right away and improve upon it during subsequent iterations. That way, you’re able to respond to changes quickly, without having to start all over again.
Before you publish and manage content, a creative process takes place on the business side of marketing. Ideas are built for new products, segmenting customers, design campaigns, and lots more. This creative process is messy, difficult, and incredibly unpredictable to manage. Agility empowers you to stay in control of the demand for new content derived from the ideas coming from the creative process. You decide whether to pick up an idea right away or park it for an upcoming iteration.