Agile Content Work

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The key to content teams understanding agile integration is helping the view content like building blocks, where each communication makes up a larger message and that message becomes more hones, focused, and optimised over time. Content folks readily use data to get information audience, platforms, and engagement so in a sense they are already in the business of iteration.

During a build, don't provide lorem ipsum text. Knuckle down and produce a first iteration of the actual content that will appear in the finished product. Early content iteration creates focus and sends a positive signal to stakeholders.

View each unit the content-production process as a single step on the path to your final goal rather than an end in itself.

Content strategists should easily be able to recognise how agile principles apply to their output: frequent delivery, sustainable development, attention to detail, good design.

The smallest unit of currency in any development or design project is a word, an image, a punctuation mark. Everything grows out of this.

Existing products can benefit from an overhaul where the content-production cycle is broken down to its smallest components, and then optimised and rebuilt to better effect with, perhaps, optimised calls to action, punchier copy, or more dynamic imagery.

If you're struggling to pull all the strands together in a project involving complex content and development work, it's never too late to pull back and take a bird's-eye view with the product and project manager, head of content, or head of development to try to regain perspective and address any challenges.

Confer end-to-end owner on each piece of content so that its creator also oversees the review, optimisation, and publishing process (including working with the developer or designer).

Encouraging daily communication between dives and content is an ideal way to immerse each in the challenges the other faces and a great opportunity to highlight how agile can be a positive force within content.

The opportunity to collectively address challenges for a few minutes each day amplifies both individual ownership and team responsibility.