Author: Andrea Fryrear

Andrea Fryrear is the chief content officer for Fox Content, where she uses agile content marketing principles to drive content strategy and implementation for her clients. She also writes for and edits The Agile Marketer a community of marketers on the front lines of the agile marketing transformation. She geeks out on all things agile and content on LinkedIn and Twitter.

By andrea-fryrear published June 22, 2017

How to Stop Wasting Time on the Wrong Content

how-stop-wasting-time-wrong-contentHave you ever spent weeks or even months crafting a perfect piece of content that generated almost no response from your audience? You expected trumpets and confetti, praise-filled emails, maybe even a raise. Instead, you got crickets.

While you might accept these disheartening flops as the cost of doing content marketing, they represent an enormous waste of time and resources.

Fortunately, Agile practices offer an alternative. Rather than putting all your eggs into one big content basket, you can conduct small experiments by releasing minimum viable content. I’ll define this term in a bit. For now, the main thing to note is that minimum viable content enables you to learn what your audience is interested in and then use what you’ve learned to create big, high-effort pieces that perform well.Continue Reading

By andrea-fryrear published May 11, 2017

Make Your Audience the Hero With a One-Sentence Agile User Story

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Once upon a time, there was an industry on the brink of implosion.

Its members were consistently delivering the work their bosses requested, but half the time it was so disconnected from what customers wanted that it was useless. Rework ran rampant. Projects spiraled out of control, coming in horrifyingly late and absurdly over budget. By the turn of the millennium, the time had come for drastic measures.Continue Reading

By andrea-fryrear published April 11, 2017

New Way to Build Personas Over Time

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SPONSORED BY CENTERLINE

Centerline’s chief strategy officer John Lane is on a mission to change the way that we think about our personas. Instead of investing a disproportionate amount of time up front creating a perfect persona that you never revise, he recommends adopting an iterative approach.

I asked him more about how this approach works and why he think it’s a crucial shift for content marketers.Continue Reading

By andrea-fryrear published March 9, 2017

Play Marketball: Turn Disconnected Teams Into High Performers

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In his 2003 book Moneyball, Michael Lewis recounts how the management of the Oakland Athletics revolutionized baseball by relying on statistical analyses rather than intuition to choose new players. Before General Manager Billy Beane turned a single metric — on-base plus slugging (OPS) — into his North Star for every decision, team managers preferred strategies that were unlikely to fail rather than those that seemed most efficient. “The pain of looking bad,” Lewis writes, “is worse than the gain of making the best move.”

As a content marketing manager tasked with delivering my quota of MQLs (marketing-qualified leads) and hitting publication dates, I get it. Picking an approach that seems unlikely to fail is safe. Proposing a radical new management system seems not only bad, but foolhardy. “Why,” managers the world over ask every day, “should we try to fix something that isn’t broken?”Continue Reading

By andrea-fryrear published January 19, 2017

Confused About Agile Marketing? Your Questions Answered [With Video]

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Despite the growing popularity of Agile marketing and the fervent evangelism of early adopters, most marketers remain at least a bit confused. Questions are to be expected. Why? Because, although the basic Agile modus operandi is fairly straightforward – release work rapidly, learn from its performance, and adjust accordingly – Agile teams need an internal system that supports a new way of doing marketing.

In other words, Agile marketing is simple and hard at the same time. It’s simple to understand in theory. It’s hard to shift to working this way.Continue Reading

By andrea-fryrear published November 18, 2016

The Secret Your Website Traffic Might Be Trying to Tell You

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As a particularly feisty gust of wind tried to rob me of my new favorite scarf last week, I was reminded that just because I can’t see something doesn’t mean it isn’t important.

Gravity keeps us safely anchored to the ground. Ultraviolet rays turn skin alarming shades of pink. Fall breezes whip leaves into a frenzy and put scarves in mortal danger.Continue Reading

By andrea-fryrear published November 11, 2016

How a Newsroom Approach Helps Teams Produce Quality Content on a Deadline

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Let’s start with a small thought experiment: Imagine someone fully immersed in a creative activity.

Maybe the person is writing, or painting, or designing clothes.

In your picture, what kind of environment is the person in?Continue Reading

By andrea-fryrear published November 4, 2016

Your 2017 Content Marketing Goal: Give the People What They Want

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Content marketing is kind of like a Swiss Army knife: It can do almost anything if you set it up the right way.

Nowhere is this more clearly shown than in the results of our recent survey of B2C content marketers. Their responses about which organizational goals they planned to reach through their content marketing in the next 12 months ranged far and wide.Continue Reading

By andrea-fryrear published October 28, 2016

How to Make Content Creation the Star Quarterback

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Every fall, football teams around the United States flood fields and screens around the world. Week after week, they use their combined efforts to try to push the ball into their opponent’s territory. During each drive, every member of the team has a clearly defined role to play, and they all need to do their jobs consistently to score.

All the players need to work as a unit, but the quarterback has an outsized impact on the team’s success (or failure).Continue Reading

By andrea-fryrear published October 21, 2016

Email Marketing: A Fresh Take From the Experts

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Email and content are long-time buds. Subscribers are central to building a successful business. There’s no better content distribution channel than email. What would email marketers have to do if content wasn’t there to give them something to say?

In fact, 93% of B2B marketers reported using email to distribute their content in CMI/ MarketingProf’s B2B Content Marketing: 2017 Benchmarks, Budgets and Trends—North America research.Continue Reading