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Eight Secrets of Agile Marketing

by Matthew Stibbe  |  
March 26, 2014
  |  3,705 views

In this article you will...

  • Discover what marketers can learn from the latest software development techniques
  • See how techniques such as peer programming, user stories, "stand up" meetings, and sprints work in a marketing context

What on Earth can marketers learn from programmers? At first glance, the answer might seem to be "nothing," but my experience tells me otherwise.

My background is in software development. I spent more than a decade developing computer games, and now I run a content marketing agency and an online business application. So I have a foot in both camps: marketing and software.

Agile programming is a relatively new approach to software development. It turns something confrontational, risky, and unpredictable—software development—into a manageable, predictable, and collaborative process.

That is what we are trying to do with content marketing: Using agile programming as a model, we're developing our own version of agile marketing.

1. Peer programming
 
Agile programming is done in pairs. Two programmers work on the same piece of code at the same time. It's the opposite of the usual image of the heroic programmer burning the midnight oil, but it works. It improves code quality and productivity. At Articulate Marketing, we assign two people to each writing task. They do interviews together, and then one writes while the other edits. Often, we flip roles on the same assignment for different pieces of copy.


2. Test-driven programming

In agile programming, every change you make to the code is matched by an update to the automated testing software to make sure that changes don't break what already works. In marketing, especially online marketing, almost everything is (and should be) testable. Does this page get more conversions than that one? Is this CTA better? And so on. But the idea of regression testing also means that what works today needs to be continuously tested to make sure it still works tomorrow. Marketing is not a matter of one and done.

3. No crunches, no burnout


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Matthew Stibbe is CEO at Articulate Marketing and TurbineHQ.com, and the author of the Bad Language blog. Reach him via matthew@articulatemarketing.com.

LinkedIn: Matthew Stibbe

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Comments

  • by Kimmy Burgess Thu Mar 27, 2014 via web

    Agreed. Work plan is very necessary for business. Most people tend to go for the as-it-arrives rush. It's not always good. And, yes. Rushing work often makes it sloppy. Brand marketing and advertising takes some time to show results. Patience is the key.

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