The Digital Marketing industry is obsessed with creating "Great Content" but what does that actually mean? Mike looks at whether sometimes it's better to create "Boring Content" instead as part of your Content Strategy. Including how companies on the FTSE 100 and AMEX 100 use boring content to earn billions.

1. By Mike Essex
@Koozai_Mike
THE “BORING INDUSTRY”
CONTENT MARKETING BLUEPRINT

2. WE’RE ADDICTED TO:
“GREAT
CONTENT”

7. “BORING CONTENT”
IS THE
BIGGEST
OPPORTUNITY
IN CONTENT
MARKETING

8. YET
NO ONE
TALKS ABOUT IT…

12. GREAT CONTENT
ALONE ACHIEVES:
Awareness

13. WHAT ABOUT THE REST OF
THE BUYING CYCLE?
Loyalty Consideration
Awareness
Service Purchase

14. Royal Dutch Shell
HSBC
BP
GlaxoSmithKline
British American
Tobacco
SABMiller
Diageo
Rio Tinto Group
BHP Billiton
Standard Chartered
BG Group
AstraZeneca
Xstrata
Unilever
Reckitt Benckiser
Glencore International
National Grid plc
Anglo American plc
Prudential plc
Imperial Tobacco Group
Rolls-Royce Group
Centrica
Royal Bank of Scotland
Compass Group
Associated British Foods
SSE plc
WPP plc
ARM Holdings
BAE Systems
Shire plc
Tullow Oil
CRH plc
Fresnillo plc
Antofagasta
Aviva
Old Mutual
Pearson plc
Legal & General
Wolseley plc
Reed Elsevier
Standard Life
Next plc
Kingfisher plc
Land Securities Group
BIG BRANDS
USE THE WHOLE CYCLE

15. Royal Dutch Shell
HSBC
BP
GlaxoSmithKline
British American
Tobacco
SABMiller
Diageo
Rio Tinto Group
BHP Billiton
Standard Chartered
BG Group
AstraZeneca
Xstrata
Unilever
Reckitt Benckiser
Glencore International
National Grid plc
Anglo American plc
Prudential plc
Imperial Tobacco Group
Rolls-Royce Group
Centrica
Royal Bank of Scotland
Compass Group
Associated British Foods
SSE plc
WPP plc
ARM Holdings
BAE Systems
Shire plc
Tullow Oil
CRH plc
Fresnillo plc
Antofagasta
Aviva
Old Mutual
Pearson plc
Legal & General
Wolseley plc
Reed Elsevier
Standard Life
Next plc
Kingfisher plc
Land Securities Group
BIG BRANDS
USE THE WHOLE CYCLE

16. COMPANY
BACKGROUND

19. TECHNICAL
SPECIFICATIONS

22. PRESS
RELEASES

26. COMPANY
LOCATIONS

29. COMPETITOR
COMPARISONS

33. PRODUCT
BENEFITS

36. PRODUCT
PERCEPTIONS

39. USER
PERCEPTIONS

42. BRAND
MANAGEMENT

45. CUSTOMER
AFTERCARE

48. PRODUCT
PAGES

49. Product pages: This is really nice
http://www.aviva.co.uk/car/?source=GP1P
&entry=114113&CMP=KNL-google-nud-
car&HBX_PK=buy%20car%20insurance_g
oogle_Exact&HBX_OU=50&s_kwcid=TC%
7c15681%7cbuy%20car%20insurance%7c
%7cS%7ce%7c35796113418&gclid=CMzH
1Ky3xL0CFazHtAodTh8AXQ Lots of focus
on what will convert people.

51. ANNUAL
REPORTS

54. CONTENT
MUST
CONVERT

55. THANK YOU FOR LISTENING
@Koozai_Mike
mike.essex@koozai.com
0845 485 1262
koozai.com

56. REFERENCES 1
http://www.bigstockphoto.com/image-3742372/stock-photo-smoking
http://www.bigstockphoto.com/image-38257927/stock-photo-home-construction-financing
http://www.bigstockphoto.com/image-30247730/stock-photo-server-room-interior
http://www.bigstockphoto.com/image-50927789/stock-photo-business-people-group-on-meeting-and-
presentation-in-bright-modern-office-with-construction-enginee
http://www.jnj.com/about-jnj/jnj-credo
http://www.autographer.com/Product/techspec#techspec
http://www.gene.com/media/press-releases/14347/2013-02-22/fda-approves-genentechs-kadcyla-ado-tras
http://www.glencorexstrata.com/our-business/operations-map/
http://www.gamespot.com/forums/system-wars-314159282/ps4-is-stronger-than-xbox-one-in-every-way-
possibl-29397155/
http://www.ecomagination.com/a-tool-to-help-keep-co2-locked-away

57. REFERENCES 2
http://www.kotaku.com/why-it-matters-that-ps4-games-are-higher-resolution-th-1475165066/all
http://www.telegraph.co.uk/technology/10647174/Why-PS4-is-beating-Xbox-One-for-now.html
http://www.cinemablend.com/games/PS4-CPU-More-Powerful-Than-Xbox-One-CPU-According-
Benchmark-Test-61203.html
http://www.xbox.com/en-GB/xbox-one/get-more
http://www.gamespot.com/articles/xbox-one-vs-ps4-spec-difference-is-fairly-marginal-microsoft-says/1100-
6417138/
http://www.n4g.com/news/1399058/microsoft-xbox-one-is-the-most-powerful-console
http://www.gimmegimmegames.com/2013/11/microsoft-ps4-isnt-powerful-xbox-one-powerful-connected-
web/
http://www.gengame.net/2013/09/microsoft-responds-to-report-that-ps4-is-50-more-powerful-than-xbox-
one/
http://www.rackspace.co.uk/cloud/servers

58. REFERENCES 3
http://www.imperial-tobacco.co.uk/
http://www.theguardian.com/society/2013/sep/07/smoothies-fruit-juices-new-health-risk
http://www.chainofgood.co.uk/#/section/does-you-good
http://www.dailymail.co.uk/news/article-2131506/Heineken-launches-probe-new-photo-shows-beer-giant-
sponsored-brutal-dog-fighting-Asia.html
http://www.theheinekencompany.com/notifications/2013/12/dog-fight-mongolia-17-april
http://www.homeappliance.manualsonline.com/manuals/mfg/vax/6135.html
http://support.vax.co.uk/support/quicklinks/guides/
http://www.aviva.co.uk/car/
http://www.annualreport2013.landsecurities.com/
http://www.pinterest.com/generalelectric/
https://vscan.gehealthcare.com/en-emea/vscan-uses-europe

59. THANK YOU FOR LISTENING
@Koozai_Mike
mike.essex@koozai.com
0845 485 1262
koozai.com