Do you like disrupting tradition?
Hate organizational Silos?
Find it hard to stay in your “Swim Lane.”
Do you want to know how to organize around what the customer wants?
Then keep reading.The agile team of the future will need to “close the loop” between marketing and sales, embrace overlapping skill-sets and be organized around the needs of the customer.
If you don’t believe me, listen to what Amazon’s Jeff Bezos said in his Dec. 2013 Charlie Rose interview on 60 minutes about how they serve 225M customers worldwide and pride themselves in disrupting tradition with this customer-centric model.
We will all soon follow the same lead.
Start by knowing what engages your audience. Do you ever look at your Google Analytics and the Content Drilldown Report?
Well, you should start.
This is going to tell you within a certain section of your site what you most popular pages are.
For example, in the unfunnel blog section, of our most popular posts to date is Agile Marketing 2014: The Organizational Chart of Tomorrow.
So what does that mean?
You can use these valuable behavior insights to drive your content strategy. You can build an infographic around this content – and we did – take a look: Agile unMarketing Org Chart of the Future [Infographic]. Just by taking a blog post and diving deeper, expanding on your main ideas from a different perspective – in a more visual way you can add a new dimension that might attract other readers/viewers. Re-org the same information in a different way (no pun intended).
My Master’s thesis in Art Education was in (please excuse the 90’s website design, dug this up from the archives) Multiple Intelligences and “To Doodle or Not to Doodle, that is the Question.” If you are interested in psychology, you might be interested in some of the findings (this is when I really started loving behavioral data and using it in digital marketing). But hear is what I want to call out:
When working with a sample of 6th graders and then compared to a sample of High School students, the same trends held true:
When given a choice, students when met with a challenge (either behavior, motivational or skill issues), will choose to learn through their strongest learning style.
Learners with dominant Visual-Spatial, Bodily-Kinesthetic or Interpersonal/Auditory learning styles were distributed evenly throughout the classroom.
So how does this apply to business?
It means that even as adults, we all learn differently. Any content marketing strategy needs to consider the audience and how they learn best.
Google Analytics and other Web Analytic products like Adobe Omniture SiteCatalyst now give you the power to watch people in real-time, see what their interests are and watch their online audience behavior. I also recommend, if you haven’t already, to upgrade to Universal Analytics to use the demographic features and find out the age groups, affinities and % male vs. female of your site traffic.
- Don’t just write a post, turn that into a visual, a video, a slideshare, an email, social posts etc.
- Don’t be afraid, the big dogs are doing it, you don’t have to follow traditional org chart models
The sky’s the limit. It is not about being lazy and “recycling” content – or making change for the sake of change. It’s about engaging audiences in the way that they want to learn and being a smart business leader.
Thanks for reading. Please share any behavioral research you have done and your experience with audiences and learning styles.
I find it fascinating! :)