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THE 7 HABITS OF

HIGHLY EFFECTIVE

CONTENT MARKETERS

Karen Webber, Axonn Media

Marketing Week Live, June 26th 2014

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Marketers identify with this.

They increasingly need to do more and get better results but with fewer resources and smaller budgets...

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But is

MONEY

really the

problem?

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UK companies

are ramping up

marketing

budgets at the

fastest pace in at

least 14 years

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Q1 saw a

20% increase

in marketing

budgets [Source: IPA Bellwether]

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So what’s the problem?

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The problem

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Lots of money is being spent

on content marketing, BUT

52% of marketers say they

are not effective at it. (Source: CMI)

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Do we have all the gear, but no idea?

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We need to

cultivate better

habits & stick

to them

1: CONTENT

STRATEGY

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Evolution of content strategy

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Build

Measure

Learn

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“When you build content

especially for your personas,

you build a relationship with

people before you’ve even

met them.”

- David Meerman Scott

Buyer personas

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Topical ≠ Relevant

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• Aggregate analytics data

• Behavioural information

• Interviews

• Surveys

• Third-party data

Use multiple data sources

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BUT DOES HE HAVE A DOG? LOL

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Extra characteristics like “does he have

a dog?” are only relevant if they affect

whether or not someone will perform

the actions you want them to perform

when engaging with your content.

Don’t get sidetracked!

@webber_karen

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http://go.axonn.co.uk/buyerpersonaworkbook

Free download!

2: Data

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Every 2 days, the human race creates

the same amount of data as from the

dawn of time to 2003. (Source: Google)

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Big data personalised

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The

There’s a lot of

data available,

but the

challenge is to

interpret big

data effectively

so it allows you

to make

meaningful

connections

with individuals.

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Wearables

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Wearables are a

great opportunity.

Someone wearing a

FIT armband

transmits 2.4 million

data points every day.

Imagine if you could

harness that to deliver

a highly personalised

brand experience

through content...

3: Read &

write

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Documented content strategy

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56% of marketers don’t have a documented

content strategy. (Source: CMI)

100% of them are ineffective. (Source: Me)

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Be a thought leader by writing

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• For your company blog

• External thought leadership pieces

• On LinkedIn’s Publishing Platform

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Be a mass consumer of content

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• Everything about your brand

• Competitors’ content

• Industry news

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Network in real life

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Nothing beats in-person collaboration and

relationship building , especially with influencers

4: Say no

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Be selective

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Choose good people

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• Processes – firm but flexible

• Culture of content – content is

a whole-organisation activity

• Outsourcing – partner with

specialists who have good track

records

Strengthen your in-house team

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5: Money

money

money

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Money-minded

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Image: Tom Fishburne

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Money-minded

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Report on your activities in a

way that translates the value of

social shares, traffic, sign-ups

etc as a valuable contribution to

overall company objectives.

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Measure

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Measure

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Numbers are the most effective

way to shut down arguments

about resources and value.

6:

Technology

Our Age of Anxiety is, in

great part, the result of

trying to do today's job with

yesterday's tools

and yesterday's

concepts. (Marshall McLuhan)

By 2017, CMOs’ tech

spend will eclipse that

of CIOs. But marketing

technology is a complex

landscape to navigate.

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Habit 6: Embrace marketing technology

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How to prepare

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Get the techies

on-side and

upskill your teams

NOW!

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Marketing technologists

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81% of global companies with

annual turnover of $500m

already have a chief marketing

technologist in place.

(Source: Gartner)

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What a marketing technologist does

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7: Innovate

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“If I had asked

people what they

wanted, they

would have said

faster horses.” - Henry Ford

Innovate

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The enemy

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Use your whole brain!

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1. Constantly refining strategies and personas

2. Embrace data

3. Read & write

4. Be selective

5. ROI minded

6. Structuring teams for technological advances

7. Innovate

The 7 habits of highly effective content marketers

@webber_karen

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Thanks! And stay in touch...

@webber_karen

www.axonn.co.uk

http://go.axonn.co.uk/newsletter

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http://go.axonn.co.uk/buyerpersonaworkbook

Free download!