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How to take a data-driven approach to content marketing

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How can you use data to create your best-ever content marketing? We ask our director of data insights, and special guest Stefan Zeckner, global SEO manager at Western Union.

Published in: Marketing, Data & Analytics
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How to take a data-driven approach to content marketing

  1. 1. How to take a data-driven approach to content marketing f ms ’ N N #datadrivencM
  2. 2. Billy Maddocks Director of Data Insights and implementation Axonn Media Tania Varga Business Development Director Axonn Media @tanias_tweets Stefan Zechner Global SEO Manager, Marketing Western Union @dasStefanSchaf #datadrivencM
  3. 3. ‘i H= ©‘ir"iti’ dais ~»§la'ta ‘iii: into content ritetingé? #datadn'venCM
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  5. 5. who are year mlstomers 2? it #datadr1'venCM
  6. 6. 0 Customers are at the centre of your content marketing strategy 0 People create data every day 0 Too much data — tools to collate and understand Use Persona Profiles. Really use them. Companies create them but how many refer to, address painpoints or test them? THIS IS #datadn‘vencM
  7. 7. Wiflifiiléafi does SUCCESS look #datadn'venClVl
  8. 8. 0 SMART Goals and KPls 0 Cross the bridge between creative and ROI Set up KP| s as goals in GA where possible and display them on a dashboard THIS IS #datadr1'venCM
  9. 9. E5a: erina»ent§ learn #datadn'venCivi
  10. 10. 0 Collect fresh data 0 Learn from successes and failures 0 Action! Admit what you don’t know and use gaps in knowledge to define tests and experiments. TNIS IS #datadn'venCM
  11. 11. 0 identify early what you don’t know 0 Experiments: ~/ A/ B Testing / Content types ~/ Ads ~/ Ways of tracking Write a piece of content, promote it, review stats, start making assumptions and repeat. THIS IS #datadn‘vencM
  12. 12. Test Control ~/ More than 400 Words 0 Less than 150 Words v’ Better Text : Code Ratio 0 Poor Text : Code Ratio , -4" , 4* Send money globally. _ SFend moneyglobally. r'. rr'n, 'i-, .: tr; -_; ,’l "-. .—', : vnv, «-; (in bi» . v", * 9* I‘-I. ‘;l’l “hi L
  13. 13. Who takes. ovih§ership for” U"I“ O “°success? _a
  14. 14. 0 Knowledge and expertise available in-house 0 Company culture — build the case for content marketing success 0 Outsource? “You and your agency: how to live happily ever after” - http: //bit. ly/ lVraHW5 THIS IS ldaladrlvolcl
  15. 15. T? ‘ I We ‘ . . (~ r . V‘ ‘l ~ = > ‘ vi " ‘—‘ -“I ‘ I _ 2 1' ’ IV ‘ ( __, ,,. // / -‘( . I_§Zirjo; lt;1;c<uu wail-: ~:. '_.
  16. 16. Need some help with your ' 2 T - c 2 . . T - Get in touch with the team today www. axonn. media hei| o@axonn. media +44 (0)207 517 2200 @AxonnMedia

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