It’s no secret there’s a content overload on the internet, and a lot of that content is — let’s face it — less than brilliant. So what gives? In a recent SlideShare presentation, Principal of Marketing Insights at Salesforce, Mathew Sweezey, breaks down this dilemma (and its solution).
As Sweezey explains, the average consumer spends an unprecedented 12 hours a day in front of a screen. Despite this fact, it’s getting harder every day for marketers to earn even a tiny slice of this online time. Not only that, but we’ve got over 200 different marketing channels at our disposal, all of which require different approaches to content. It’s easy to see why marketers push to create more content. Unfortunately, we often forget emphasize the need for better content.
At our current pace, we marketers simply can’t handle this workload. TechValidate reports that 42% of marketers take 2 to 5 weeks to create a piece of content, while a third require more than 7 weeks. Of course, white papers and videos are more time-intensive, while short blog posts and data sheets don’t take as long.
Still, this content doesn’t always meet expectations. Research shows that 71% of B2B buyers have been disappointed by marketing content.
So what’s the solution? The best thing you can do for your content marketing, Mathew Sweezey says, is to “build your content in a new way.” That’s where agile marketing comes in.
What is agile marketing?
Agile marketing means creating innovative marketing campaigns with a quick turnaround and an eagerness to adapt. Not sure what the heck I just said? Here’s an exercise that simplifies the process:
Now try step one again — but this time, feel free to stop whenever you want. When you do, leave your finger on the screen and open your eyes. Recalibrate, close your eyes, and then continue to trace the line. Take as many stops as you need until you reach the red dot.
Much easier than starting again from square one, right?
If you need more convincing, consider that agile marketing campaigns succeed 3 times as often as those using traditional waterfall tactics — not to mention they’re generally cheaper to execute! Plus, you can use these tactics anywhere, like your display ads, email marketing, paid social, SEM, and your website.
Click through Mathew Sweezey’s entire SlideShare below to learn how to apply agile marketing to your business.
Has your B2B marketing team used agile marketing? We’d love to hear about your experiences in the comments! And if you want to learn more from Mathew Sweezey, catch him in Thursday’s webinar, B2B Marketing in 2016: New Roles and Trends You Need to Know About.