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Agile Marketing: Be Lazier, More Productive

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It's natural to always want to work more and faster, especially in America. Among some masochists, it's an actual badge of pride to take as little vacation time as possible.

This behavior is driven by the belief that results inevitably follow hours logged. According to Workfront, 89% of marketers log into work outside normal working hours.

But the vast majority of humans aren't built to work that way. Productivity takes a sharp nosedive when there's a relentless more-more-faster-faster approach. The Content Marketing Institute (CMI) reports the number of B2B content marketers rating their efforts as effective fell 8% between 2015 and 2016.

CMI's Andrea Fryrear believes those content marketers are missing the Agile marketing boat. Fryear defines Agile marketing as when:

your marketing team agrees on a list of priorities. Based on those priorities, you decide which tasks–including content marketing tasks–are most important. The team agrees to focus on those tasks that it can expect to accomplish during the next “sprint” (typically somewhere between one week and one month)–and it puts all other tasks on hold (on the “backlog”).

Teams reassess priorities every time they complete a sprint, and only address new requests during a sprint if they're more important than what's already been committed to. If they're not, they're put into the backlog for a future sprint. 

An Agile approach makes you more effective without working more, because you're getting the right things done. It works best as part of a documented content marketing strategy, such as can be found in Curata's Content Marketing Pyramid. Fryrear goes into much greater depth about Agile marketing in her post via the link below; it's well worth investigating.  

Mentions: Content Marketing CMI Agile Marketing