How to be an effective content marketer

How to become a highly effective content marketer

Karen Webber Axonn Media

@webber_karen

Everyone’s heard of content marketing

LAST Everyone’s doing it to some degree

It’s not a fad. It’s a proven technique.

LAST

BACK THERE

Interruption marketing is dead.

Content marketing is the future.

And it’s simple to see why.

62% cheaper than conventional marketing and generates 3 times

as many leads. Source: Demand Metric, November 2013

@webber_karen @axonnmedia

Conversion rates average 6 times higher for content marketing

adopters vs. non-adopters.

Source: Kapost, November 2013


4 in 5 chief marketing officers believe

custom content is the future of marketing.

Source: Demand Metric, November 2013


Declaration of interest!

I work for a content marketing agency...

10 @webber_karen @axonnmedia

So of course I’d say content marketing is

the future...

But I promise everything in this presentation will help anyone be more effective

at content marketing.

Because content marketing is complex.

Ineffective content marketing £4 billion

worth of the UK content marketing industry

52% proportion of marketers saying their content marketing is not effective

£2.1 billion

cost of ineffective content marketing

15

14,100 trips

to space

What can £2.1 billion buy you?

16

The world’s 15 most expensive properties

17

A 29 million year Netflix binge

Lots of people will say the problem is lack of money.

The following picture resonates with them.

But the problem isn’t actually money.


20% increase in marketing budgets this year. [Source: IPA Bellwether]


So if money’s not the problem, then what is?

The problem is that content marketing isn’t

being done E F F E C T I V E L Y

So what sets effective content marketers

apart from the rest?

25

Effective content marketers have an intelligent strategy

26

Build

Measure

Learn


Evolution of content strategy


Buyer personas “When you build content especially for your personas, you build a relationship with people before you’ve even met them.”

- David Meerman Scott

29

Buyer personas


Data

• Aggregate analytics data

• Behavioural information

• Interviews

• Surveys

• Third-party data

31

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

Free download!




32

Effective content marketers embrace data

33

Every 2 days, the human race creates the same amount of data as from the dawn of time to 2003. (Source: Google)

34

Big data personalised



Wearables

36

Effective content marketers read & write all the time


Documented content strategy 56% of marketers don’t have a documented content strategy. (Source: CMI)

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


Write on


Writer’s block

www.portent.com/tools/title-maker


6-3-5 brainwriting (Professor Bernd Rohrbach – 1968)

1 question 6 people 30 minutes

http://blogsession.co.uk/2014/03/635-method-brainwriting/

Result

6 x 3 x 6 =

108 ideas

NUF Testing

New Useful Feasible

NEW Is it substantially different from what’s been done before?

1 2 3 4 5 6 7 8 9 10

Been done loads before Never been done before

Useful How likely is it that this idea will help solve your problem/ achieve your original goals?

1 2 3 4 5 6 7 8 9 10

Highly unlikely Very likely

FEASIBLE How simple is it to put this into practice?

1 2 3 4 5 6 7 8 9 10

Very complicated/expensive/hard Very simple/cheap/easy/quick


Read


Don’t only build relationships from behind your computer screen.... Get out and network!

49

Effective content marketers aren’t afraid to say “NO”


Selective


Choose good people


Strengthen your in-house team Flexible, firm processes to guide actions.


Strengthen your in-house team Culture of content, where the whole organisation embraces content marketing and contributes to the strategy.


Strengthen your in-house team If you outsource, partner with a specialist agency that has a good track record and lots of choice and flexibility.

55

Effective content marketers know that money talks


Money-minded

58

Effective content marketers fear no 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)

60

Habit 6: Embrace marketing technology

@webber_karen


How to prepare • Closer relationships with I.T. • Upskilling marketing teams


Marketing technologist

63

Effective content marketers innovate


Image credit: Snickerdoodle for Kids

“If I had asked people what they wanted, they would have said faster horses.” - Henry Ford


The enemy


Use your whole brain


To summarise 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


Don’t be a stranger! @webber_karen @axonnmedia www.axonn.co.uk > research, free downloads, blogs, webinars etc. http://go.axonn.co.uk/newsletter

How to be an effective content marketer

Business

Transcript of How to be an effective content marketer