While you can accept these daunting flops as the cost of content marketing, they’re a huge waste of time and resources.
Fortunately, Agile practices offer an alternative. Rather than putting all your eggs in one big basket of content, you can run small experiments by posting minimal viable content. I will define this term in a moment. For now, the main thing to note is that minimum viable content allows you to learn what interests your audience and then use what you’ve learned to create large, high-performing pieces.
Why Minimum Viable Content?
Back when we all came to work in horse-drawn carriages, marketing departments Algeria Phone Number were coming up with huge marketing plans. These detailed maps spanning. Also, dozens of pages (or stone tablets) charted the team’s path for the next year. Meanwhile, everyone in marketing would be working to launch one or two huge campaigns. All hopes rested on the success of these big bets.
If those campaigns failed, all that planning and work was wasted. And someone got fired.
To avoid this type of waste, Agile principles require us to conduct many small experiments. For content marketers, this means we need to test several small, low-risk pieces of content, see which ones work best, and only develop the best performing ones. This approach eliminates wasted effort and increases the chance that every piece of content we deliver will wow our audience.
These small bets come in the form of minimum viable content
What is the minimum viable content?
The concept of minimum viable content comes from the Agile idea of a minimum viable product. “Minimum” means the smallest release that still achieves its goals, and “viable” means something that could survive in the market on its own. Minimum viable content is the smallest standalone content release that does at least one of the following:
Influences the behavior of your audience
Teaches you something about your audience
For this first bullet point, minimum viable content results in specific behavior change for specific people engaged in specific activities.