Certain Agile concepts and ideas have been part of the content marketing conversation for some time. Scrum is a concept that is often part of these conversations. But grouping it with Agile causes all kinds of confusion.
Content production is based on the creation of different materials, such as texts, ebooks, videos, or podcasts, to provide relevant information to a specific audience.
How about creating an environment for writing content that you can apply Agile Methodologies? You can increase your performance and efficiency by delivering more content.
In this article, you will learn how you can develop and organize content production with Scrum, especially. Get the idea of knowing the best content practices with efficient tools.
What is content production?
Content production means, in practice, the act of offering materials that are useful and relevant to a certain audience and thus attract more potential consumers to your business. The goal is to become an authority in a specific industry.
Thus, your company is seen as a reference in the area, increasing, for example, brand awareness. By producing articles, texts, videos, and images that help the reader to solve a problem. It can also make you learn about a subject or clear any doubt and you will let you closer to the content.
The lead starts to trust your word and the work your business performs, even more, increasing the chances, for example, of conversion.
Content production, therefore, consists of generating material that is relevant to your target audience and, thus, strengthening your company’s image and reputation.
How important is content production?
Production of content serves as the basis for the relationship between companies and their customers. This began to exist when a new consumer profile emerged, more informed, connected, and demanding.
It conducts research, seeks opinions and ratings, informs itself, and builds relationships with the brands it identifies with. Therefore, offering relevant content means showing authority, experience, and empathy with the customer.
These are the main advantages:
- as companies produce content, its relevance in search engines increases. That means conquering the top search pages;
- the more relevant content there is, the greater the interest and browsing time of users;
- the conversion rate, which demonstrates the number of visitors that turn into leads, or potential customers, increases as trust is aroused through the content;
- the reach and visibility of the brand on social media also increases due to the sharing of relevant content;
increases engagement between customers and the brand, contributing to increased sales and revenue.
What are the qualities of good content?
For the production of web content to be efficient and bring the expected results, some details are essential. Among them are:
Online content, first of all, needs to be planned. During planning, the subjects, objectives, keywords, language used and the frequency of materials are defined.
This must be done following the characteristics and needs of the client in a strategic way and using reliable sources for research.
Get to know your persona
Another essential point of content production is knowledge of the persona or semi-fictional representation of the ideal customer. After all, as we said, the materials must have as main focus the user, and the more they meet their needs and characteristics, the more successful they will be.
To reach the persona, which will guide the entire production, research, analysis, and real data are needed that will show the potential customer’s pain, problems, and concerns.
Invest in evergreen content
Evergreen content is more complete and perennial information on a wide range of topics, as opposed to factual content, which loses its validity over time.
This style of content is preferred by companies that invest in Digital Marketing, as it educates the public while offering a series of information that does not quickly become outdated.
Scrum is iterative for content production
The Scrum concept revolves around iterative and incremental delivery. In software development, the Scrum team strives to deliver increments of working software in short, time-constrained iterations, called sprints.
A content marketing Scrum team would operate similarly, with a defined sprint duration (which must remain the same for all sprints to facilitate effective tracking) and a defined goal or objectives. The content team collaborates to achieve this goal within the designated timeframe.
It may seem counterintuitive to take the Scrum approach to something like content marketing, which is an ongoing effort. In practice, however, this way of doing content marketing can be quite revealing.
Benefits of Scrum for Content Teams
This iterative approach gives the content marketing team clearly defined increments of work that can be analyzed and modified quickly without wasting time on something that doesn’t add value to the blog, the company, or the readers.
Sprints provide additional structure and focus to the team, allowing it to identify and work toward achievable goals. This aspect of Scrum creates an atmosphere of constant achievement, which is important because content marketing can feel like a never-ending endeavor.
Finally, running content marketing in sprints helps teams better understand how much time and effort is required for certain types of work so they can improve their planning.
The best 5 tips for successful content production
This is the basic step for anyone who wants to create content frequently and with quality. Having your research and creation processes defined will make all the difference. If you have your rituals outlined, you will have taken the first step towards becoming a good content producer.
2. Know your audience
To produce content that gets good results, you need to know who you’re talking to. Then draw your persona, a semi-fictional profile of your ideal customer.
Therefore, it is essential to know what your audience is looking for and know their demands and challenges — in short, whatever might be of interest to them.
3. Practice over theory
The important thing is to deliver and improve later. In addition, the interaction between companies and consumers is much greater, making you receive reviews regularly.
The feedback received after submitting content, for example, is one of the most valuable things in the quest for perfection in your materials! So use it to your advantage. Done is better than perfect, but…
4. Search for references
Another important point to optimize content production is finding sources of inspiration. In practice, it involves looking for companies that do relevant work within their industry.
It is possible, for example, to adapt ideas to your audience. Maybe you can try this to get more conversions. Nobody owns the truth and it is always possible to enhance their work. In content production, it’s no different.
Content production is an excellent way to create a closer relationship with the consumer, retaining them and, consequently, strengthening the relevance and authority of your company. With the offer of relevant and quality materials, the benefits for your business are numerous and this practice can enhance your results.
5. Track metrics
If you want to know what content is succeeding, generating more shares, and getting more results, don’t forget to check out your metrics.
Learn what they mean, analyze them, and improve your skills. By monitoring the performance of each of your content, the trend is for you to be able to produce more and more on your platforms.
The good role of Scrum for content production
While it was once a technology-focused process, Scrum can bring benefits to content marketing teams. But it shouldn’t limit content teams from applying other practices and ideas.
Scrum usually doesn’t come with instant success. It takes time for teams to find the best way to work within your company structure. But Scrum’s key benefits lead to better ways of doing things.
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