Create —> Launch —> Edit —> Launch —> Repeat

Here's a really good post on how the concept of agile planning can benefit marketing strategy. I blogged about agile planning here.

"The missing elements that make content marketing truly work are strategy, observation, and rapid readjustment. And it’s exactly these elements that make social media such a dynamic and profitable environment for ambitious new media content producers."

"Social media represents such a fantastic opportunity because it allows us to create and launch media properties directly to the public. But even more of a blessing is the direct and indirect feedback process that naturally happens in this space.

You put something out there, and the crowd will reveal the direction you should go. It’s not necessarily always the wisdom of the crowd, but rather the desires and objections of the crowd that guide you."

What does this mean for associations? It means you can create a way to think strategically about your programs and services by building in an iterative process where you use feedback to improve those services all the time. "You have a strategy and curriculum in place, but you allow for improvisational flexibility that improves the quality of the content and enhances the learning experience."


"The editing phase represents your go-forward strategy for content, product development and promotions. In essence, a new media property is a constantly evolving platform that stays tuned to the audience or becomes irrelevant."

Or, in other words, beta test everything.