Riding the Wave: How Agile Marketing and Client Briefs Keep Us Afloat

In the dynamic world of videography and content marketing, success isn’t just about capturing stunning visuals; it’s about crafting stories that resonate with audiences and achieve specific business objectives. That’s where agile marketing comes in—a strategic approach that embraces change, adapts to new insights, and values collaboration above all else. In this post, we’ll explore how agile marketing can transform your next video projects and why embracing change in client briefs is a powerful asset.

The Client Creative Brief:

At the heart of every successful content marketing project lies a client creative brief. This document, carefully crafted in collaboration with our clients, serves as our North Star. It outlines the project’s core elements, ensuring that everyone on the team is aligned and working towards the same goals across squads. Think of it as a roadmap, providing direction, clarity, and a shared understanding of what we aim to achieve.

Key Components of a Client Creative Brief:

• Project Objectives: What are we trying to accomplish? (e.g., increase brand awareness, drive sales, educate viewers)
• Target Audience: Who are we trying to reach? (e.g., demographics, interests, pain points)
• Key Messages: What are the essential ideas we want to convey?
• Tone and Voice: What style and personality should the video reflect?
• Brand Guidelines: How should we represent the client’s brand? (e.g., colors, fonts, logos)

The Agile Shift: Why Adaptability Matters

But what happens when the landscape shifts? What if new information emerges, priorities change, or the client has a sudden revelation about their target audience? This is where agile marketing truly shines. Rather than rigidly sticking to the original plan, we embrace the opportunity to adapt, refine, and optimize our approach.

Embracing Change: Key Principles of Agile Marketing

• Understanding the “Why”: Changes to the client brief aren’t arbitrary. There’s a strategic reason behind them, a new insight, or a shift in market conditions. For instance, during a recent meeting with the WWU Marketing Program, Director Ed Love emphasized the need to clarify alumni familiarity with the current state of the program. This insight prompted us to adjust our messaging to highlight the program’s relevance and value to alumni.
• Open Communication: Communication is the cornerstone of agile marketing. When changes arise, engage in open and honest dialogue with the client and your team. Ask questions, seek clarification, and ensure everyone is on the same page.
• Flexibility in Approach: Be prepared to let go of preconceived notions and adapt your creative strategy. It’s not about being stubborn or clinging to your initial ideas; it’s about being open to new possibilities and finding the best path forward.
• Iterative Development: Agile projects are characterized by short, iterative cycles called sprints. This allows us to test, learn, and adapt quickly to new information. After each sprint, we review our progress, gather feedback, and make adjustments as needed.
• Continuous Documentation: Keep a meticulous record of changes to the client brief and how they impact your creative strategy. This ensures transparency, facilitates collaboration, and provides valuable lessons for future projects.

The Benefits of Agile Marketing in Videography

• Greater Client Satisfaction: By being responsive to their needs and feedback, we build stronger relationships with our clients and deliver results that truly exceed their expectations.
• Improved Video Performance: Agile marketing allows us to optimize our videos for maximum impact. By constantly testing, learning, and refining our approach, we can create content that resonates with audiences and achieves specific business objectives.
• Enhanced Team Collaboration: Agile marketing fosters a collaborative environment where team members feel empowered to share their ideas and contribute to the project’s success.
• Increased Innovation: By embracing change and experimenting with new approaches, we unlock our creative potential and discover innovative ways to tell stories and connect with audiences.

Conclusion: Embrace the Wave

In the ever-evolving landscape of video and content marketing, being agile is no longer a luxury; it’s a necessity. By embracing change, communicating openly, and remaining flexible, we can navigate the turbulent waters of the creative process and craft products that captivate audiences and achieve meaningful results. So, embrace the wave, adapt to the changing tides, and let agile marketing guide you towards success.

Check out the rest of my blog series, Frame By Frame, to learn more about current marketing trends and how I apply my learning to my video business!