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Improve Content Practices by Incorporating Agile [#ContentPractices #IncorporateAgile #AgileViews]

1. Incorporate user acceptance testing into content reviews
2. Streamline the approval process
3. Measure, iterate, repeat
4. Find a tool that drives Agile based processes

Though writing code is different from producing good marketing copy and content, following Agile based methods can have a big impact.

By developing processes and adopting ideas that mirror those of Agile based methods, marketing leaders can help steer content teams toward better processes that produce higher-quality content.

1. Incorporate user acceptance testing into content reviews
This structured, purposeful review of a new version of a product helps determine whether it is ready to be deployed more widely.

Incorporating a UAT-like process into content reviews helps solve the problem marketing teams often face which is objectively judging what is quality content and what is not quality content.

Just as good software development teams do not deploy buggy and incomplete software, content teams should not post rushed or clumsy copies. This type of review ensures only the best content is released.

2. Streamline the approval process
Agile works particularly well to save time by streamlining workflows and making processes more efficient.

Whether it is too many eyes on the content, differences of opinion, or low bandwidth for review, getting content approved by predetermined stakeholders can slow down things, and the work of incorporating all feedback falls back on the writer.

However, content teams can help get a better product out sooner by revisiting the approval process.

Take stock of who really needs to review content, and set fresh guidelines and expectations for those who will be approving it. When a faster, more efficient approval process is deployed, more time can be spent researching, writing, and curating all the elements of a rich content asset.

3. Measure, iterate, repeat
Content teams often find themselves puzzled or confused by what makes one piece of content perform better than another.

If they are unable to find an answer, this likely means there is no good system of metrics in place in order to measure success. In that case, it is also very likely that the copywriters and content creators are equally uninformed about which projects are successful and which projects are not.

But when success is easily measured, big opportunities to improve content emerge.

For example, keywords and topics that tend to drive engagement and time on page can be worked in at the very beginning of the creative process. Entire editorial and content calendars can be overhauled to produce pieces that—while they have a far longer lead time—keep the audience coming back. Creatives can adopt an iterative process toward creating content with a clear goal in mind, ensuring the output is continuously improving.

4. Find a tool that drives Agile based processes
For content teams, putting Agile based methods into practice can be significantly augmented by harnessing a CMS tool that is aligned with Agile principles. Using a CMS solution that is adaptive and future-focused (i.e., AI-driven solutions) content teams can significantly level up their output.

Adapted from:
How Agile Can Help You Balance Content Quality and Quantity:
MarketingProfs.com

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