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Diversifying Your Own Skillset with Andrea Fryrear from Agile Sherpas [#AtomicFeature:005]


As a company who relies heavily on content marketing, we always look to the best for tips, tricks, insights and more.

We're connecting with more and more of the top content marketing influencers as 2019 goes on, and will continue to share their insights with you.

After all, 55% of marketers say blog content creation is their top inbound marketing priority, according to HubSpot.

It is clear, that content marketing is important.

andrea-fryrearAndrea Fryrear, President and Lead Trainer at AgileSherpas, is a marketing training and coaching expert.

She is a certified professional in agile coaching, agile marketing, and agile leadership. She has taken her education and over ten years of experience and helped numerous marketers hone their craft.

Fryrear is the author of “Death of a Marketer,” and president and lead trainer at AgileSherpas, an organization that helps marketing teams work more efficiently with the use of agile technologies.

Check out some of her insights: 


1. What are the elements of a successful Content Marketing program?

It starts with understanding and connection with your audience.

All the content has to be focused on them.

Then it comes down to execution; taking an Agile approach (a truly rigorous Agile approach, not just going as fast as you can all the time) is vital for maintaining audience trust by consistently creating valuable content.


2. What are the most common mistakes you have noticed marketers make with their Content Marketing?

Starting with an unsustainable pace.

We get so excited about creating content we commit to something too ambitious, like publishing seven times a week.

Then we can't keep it up, and we either abandon content altogether or get ourselves burnt out by trying to keep going.



3. In your opinion, which brand does Content Marketing really well? Why?

My gauge for doing content marketing well is if I actually use the ideas that are being shared.

So from that standpoint, I love what CoSchedule does.

I've bookmarked and implement several of their articles.

Ditto for Andy Crestodina over at Orbit Media.

Everything he does comes with very concrete, actionable steps.



4. What is your favourite content marketing tool (or hack or resource)?

The tool I use most right now is CoSchedule.

It really helps my small content team feel mighty and increases the mileage of every piece of content we create.


5. What are your predictions for Content Marketing in 2019 and beyond?

This year (and much of the next 5 years) are going to be about process.

We've got to dig into *how* we create content so we can optimize it end to end.

Otherwise all the great ideas and service to an audience won't bear fruit, because we can't achieve consistent, high-quality production.

I believe Agile frameworks hold the key here; it's just a matter of adjusting them so they're suited to marketing work.


6. How will AI or Machine Learning impact Content marketing?

They may be able to help us zero in on the right topics niche audiences, but I think content creators (the human kind) will remain irreplaceable for the foreseeable future.

We need to think of AI and ML as supplementary and not rely on them to remove our need to think about our audience and what they need.


7. What advice would you give to a content marketing newbie?

Diversify your skill set!

Become a cross functional content marketer who's comfortable with graphics, video, SEO, writing, and social media.

Don't get pigeon holed into a single specialty, because this industry changes so fast you want to make sure you're prepared to evolve with it.


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Published on March 1, 2019

Topics Content Marketing Trends Content Marketing Influencers