Digital Marketing Theatre - 17th June, 14:00 - 14:30 In order to be effective at content marketing, you need to get three things right: a smart strategy, excellent content creation, and solid technology. Adrienne and Ben will give practical tips to help businesses become effective at content marketing.

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THE 3 PILLARS OF
CONTENT MARKETING
Adrienne Burns & Benjamin Manning
Internet World 2014

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We believe it should be
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S I M PLE
to harness the power of content marketing

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and we enable organisations to
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E N G A G E
their audiences through quality content

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State of the industry
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• Search engines
• Panda, Penguin & Hummingbird
• Smarter web users
• Long tail & question based queries
• Accessibility
• Mobile and tablet
• Social Media
• Ranking factor & growing popularity

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Image credit:http://www.brainlesstales.com/images/2011/Feb/whats-wrong.jpg
So what’s the issue?

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Content Marketing Industry
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£4 billion – worth of the UK content marketing
industry source: Content Marketing Association, 2014
31% - total of B2B budgets currently spent on
content marketing source: Content Marketing Institute, Dec 2013
56% – marketers planning to increase their spend on
content marketing in 2014 source: Content Marketing Institute, Dec 2013

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Ineffective content marketing by numbers
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52% - proportion of marketers saying their
content marketing is less than effective
£2.1 billion – cost of ineffective content
marketing

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Most effective versus most difficult

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Ineffective content marketing by numbers

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Playing on Google’s Turf
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Image credits:
http://www.hmtweb.com/images/cloaked-panda-drop.jpg
http://www.ecommercefuel.com/wp-content/uploads/2013/04/Penguin-Hit.jpg

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So Why Is Content Marketing So Important?
Because the buyers say so!
• People are willing to pay up to 10% MORE
for products and services from brands
whose content they engage with.

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The three pillars of content marketing
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“You either have to be the first,
best, or different”
– Loretta Lynn
Strategy
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Strategy – know your in-house capabilities
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Strategy - timeline your goals
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Strategy – being realistic
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Image credit: http://funtolike.com/wp-content/uploads/2013/10/funny-dwight-schrute-quote.jpg

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Technology - mobile & tablets
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source: https://lh3.googleusercontent.com

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Technology - mobile & tablet growth
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source:
BI Intelligence

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“The mobile phone is a bit like
God – it’s omnipresent”
– Joanna Picq, Jampp
Technology - mobile & tablet growth
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Technology - mobile & tablet growth
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32% of organic traffic through Google
so far this year has come from a
mobile or tablet device. source: Marketingcharts.com, 2014

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Technology – mobile use
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Image credit: http://cdn.blackenterprise.com/wp-content/blogs.dir

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Technology - mobile & tablet growth
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Technology – mobile sites vs. apps
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Technology – time spent on devices
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Technology - clear conversion path
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Take a look at your sites conversion path...
•Are you asking for too much information?
• Do you have too many fields?
• Have you tested it yourself/got others to test it? On multiple
devices?
• What are your drop out rates?
If you don’t measure, you can’t
improve.

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Technology - clear conversion path for B2C
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Technology – calls to action
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Technology – Small businesses failing to benefit from calls to action
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• 96 % don’t feature any industry how-to guide or white papers on their
home pages.
• 70 % don’t reference any notable calls to action on their home pages
(other than a phone number and a “contact us” option in the navigation).
• 82 % don’t reference their social media profiles (text or images).
• 70 % of websites with a phone number don’t display it in a prominent
place.
• 38 % of websites with an email address bury it on the home page (often
in the footer).

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Choosing the right Content Management System
Technology
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Content Creation - context
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Image credit: http://www.keepcalm-o-matic.co.uk

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Content Creation – aligning with buyer personas
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Content Creation – know what to outsource
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Say hello at stand IW570
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More advice in our newsletter:
http://go.axonn.co.uk/newsletter
Get the slides:
http://www.slideshare.net/AxonnMedia

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Free buyer persona guide
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DOWNLOAD:
http://go.axonn.co.uk/buyerpersonaworkbook