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CONTENT MARKETING
YEARBOOK 2014:
Highlights
& low-lifes
Fergus Parker, Axonn Media // Content Marketing Show July 2014
Who loves content marketing?
Doing content marketing
makes us feel good
It’s the silver bullet that
makes us
More
successful
It transforms
us from Zero
To hero
The stats prove it...
823%
of all marketers are
quadrupling
their spend on content marketing
(Source: Me)
SO STATISTICAL
VERY RESEARCH
MUCH CRED...
Content Marketing is MAGIC
All we need to do as content
marketers is create
Great
content
Then sit back
And watch the page
views, downloads,
shares, new leads and
engagement metrics
go through the roof.
RIGHT?
Knock
knock
It’s reality
Effective Content
Marketing is
NOT SIMPLE
It’s COMPLICATED
Look familiar?
Credit: Rand Fishkin
20
Ineffective content marketing by numbers
£4 billion
worth of the UK content marketing industry
52%
proportion of market...
21
14,100
trips
to
space
What can £2.1 billion buy you?
22
The world’s 15 most expensive properties
23
A 29 million year Netflix binge
Start with
WHY
Simon
Sinek
We need to create
content that...
INSPIREs
educates
Evokes
emotion
reinforces
belief
has
meaning
Is Relevant
Is Authentic
In order to do this, content
marketers and brands need
to focus their efforts on the
3 pillars
of content
marketing
But, of course, some
content marketing
efforts are more
successful than others
3 low-lifes
For supreme contextual failure, the
yearbook award for
“Most awkward”
goes to...
40
Mad Men
Who chooses a philanderer to appeal to
families celebrating good dads?
For asking a non-existent community to
share photos on Twitter using a
dedicated hashtag, the yearbook award
for “Most lik...
44
#myNYPD
New York Police Department expected
pics of happy families in their
community. However...
46
47
And finally, the yearbook award for
“Class clown”
goes to...
49
Class clown... #GiveGregTheHoliday
Cellecta Insulation got it all wrong when
they jumped on a trending hashtag by
offering someone talking about a holiday
so...
But it’s
not all
bad
3 highlights
For creating clever content that makes
the people who share it look clever,
“valedictorian”
is...
54
Buffer Blog
Articles like
Why do you get your best ideas in the shower?
And... What
multitasking
does to
our brains
Buffer doesn’t necessarily create
content for their target audience. They
create content for people who are likely
to shar...
For creating beautiful, inspiring content
with a unique angle,
“prom queen”
is...
59
Ford: Mother’s Day Dream Car Campaign
http://bit.ly/1jXS2VC
For creating content that resonates,
“prom KING”
is...
61
Prom King... Dissolve.com
http://bit.ly/1h6xO7V
YEARBOOK
HIGHLIGHTS
1. Produce content for people who already have an
audience
2. Make sure you know what your audience wa...
Do that and you
will succeed!
64
Thanks!
www.axonn.co.uk
http://go.axonn.co.uk/newsletter
65
Content marketing yearbook 2014
Content marketing yearbook 2014
Content marketing yearbook 2014
Content marketing yearbook 2014
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Content marketing yearbook 2014

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Axonn Media CEO Fergus Parker spoke at the Content Marketing Show in London in July 2014 about the best and worst examples of content marketing he's seen so far this year.

He discusses what makes for good content marketing and highlights what content efforts have failed and as a result hurt brand reputations.

Published in: Marketing
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Content marketing yearbook 2014

  1. 1. CONTENT MARKETING YEARBOOK 2014: Highlights & low-lifes Fergus Parker, Axonn Media // Content Marketing Show July 2014
  2. 2. Who loves content marketing?
  3. 3. Doing content marketing makes us feel good
  4. 4. It’s the silver bullet that makes us More successful
  5. 5. It transforms us from Zero
  6. 6. To hero
  7. 7. The stats prove it...
  8. 8. 823% of all marketers are quadrupling their spend on content marketing (Source: Me) SO STATISTICAL VERY RESEARCH MUCH CREDIBLE
  9. 9. Content Marketing is MAGIC
  10. 10. All we need to do as content marketers is create Great content
  11. 11. Then sit back
  12. 12. And watch the page views, downloads, shares, new leads and engagement metrics go through the roof.
  13. 13. RIGHT?
  14. 14. Knock knock
  15. 15. It’s reality
  16. 16. Effective Content Marketing is NOT SIMPLE
  17. 17. It’s COMPLICATED
  18. 18. Look familiar? Credit: Rand Fishkin
  19. 19. 20 Ineffective content marketing by numbers £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
  20. 20. 21 14,100 trips to space What can £2.1 billion buy you?
  21. 21. 22 The world’s 15 most expensive properties
  22. 22. 23 A 29 million year Netflix binge
  23. 23. Start with WHY
  24. 24. Simon Sinek
  25. 25. We need to create content that...
  26. 26. INSPIREs
  27. 27. educates
  28. 28. Evokes emotion
  29. 29. reinforces belief
  30. 30. has meaning
  31. 31. Is Relevant
  32. 32. Is Authentic
  33. 33. In order to do this, content marketers and brands need to focus their efforts on the 3 pillars of content marketing
  34. 34. But, of course, some content marketing efforts are more successful than others
  35. 35. 3 low-lifes
  36. 36. For supreme contextual failure, the yearbook award for “Most awkward” goes to...
  37. 37. 40 Mad Men
  38. 38. Who chooses a philanderer to appeal to families celebrating good dads?
  39. 39. For asking a non-existent community to share photos on Twitter using a dedicated hashtag, the yearbook award for “Most likely to be alone” goes to...
  40. 40. 44 #myNYPD
  41. 41. New York Police Department expected pics of happy families in their community. However...
  42. 42. 46
  43. 43. 47
  44. 44. And finally, the yearbook award for “Class clown” goes to...
  45. 45. 49 Class clown... #GiveGregTheHoliday
  46. 46. Cellecta Insulation got it all wrong when they jumped on a trending hashtag by offering someone talking about a holiday some soundproofing advice. Not even free soundproofing – just information.
  47. 47. But it’s not all bad
  48. 48. 3 highlights
  49. 49. For creating clever content that makes the people who share it look clever, “valedictorian” is...
  50. 50. 54 Buffer Blog
  51. 51. Articles like Why do you get your best ideas in the shower?
  52. 52. And... What multitasking does to our brains
  53. 53. Buffer doesn’t necessarily create content for their target audience. They create content for people who are likely to share it with Buffer’s target audience.
  54. 54. For creating beautiful, inspiring content with a unique angle, “prom queen” is...
  55. 55. 59 Ford: Mother’s Day Dream Car Campaign http://bit.ly/1jXS2VC
  56. 56. For creating content that resonates, “prom KING” is...
  57. 57. 61 Prom King... Dissolve.com http://bit.ly/1h6xO7V
  58. 58. YEARBOOK HIGHLIGHTS 1. Produce content for people who already have an audience 2. Make sure you know what your audience wants 3. Be authentic 4. Don’t sell yourselves
  59. 59. Do that and you will succeed!
  60. 60. 64 Thanks! www.axonn.co.uk http://go.axonn.co.uk/newsletter
  61. 61. 65

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