@axonnmedia
THE 3 PILLARS OF
CONTENT MARKETING
Adrienne Burns & Benjamin Manning
Internet World 2014
2
We believe it should be
@axonnmedia
S I M PLE
to harness the power of content marketing
3
and we enable organisations to
@axonnmedia
E N G A G E
their audiences through quality content
4
State of the industry
@axonnmedia
• Search engines have got smarter, boosted by algorithm
changes like Panda, Penguin & ...
5@axonnmedia
Image credit:http://www.brainlesstales.com/images/2011/Feb/whats-wrong.jpg
So what’s the issue?
If content ma...
6
Content Marketing Industry
@axonnmedia
£4 billion – worth of the UK content marketing
industry source: Content Marketing...
7
HOWEVER....
@axonnmedia
52% - proportion of marketers saying their
content marketing is less than effective
£2.1 billion...
8@axonnmedia
Creating quality content: effective, but difficult
9@axonnmedia
This might have something to do with it...
10
Playing on Google’s Turf: Panda
@axonnmedia
•Released February 2011, Panda lowered the rank of low-quality, thin websit...
11
Playing on Google’s Turf: Panda
@axonnmedia
Question: What does this mean when news-based sites were
highly ranked in t...
12
Playing on Google’s Turf: Penguin
@axonnmedia
• Announced: April 24th 2012
• Aimed to decrease the ranking positions of...
13
Playing on Google’s Turf: Hummingbird
@axonnmedia
• Announced Sept 26th 2013 after running for a month
• Affecting 90% ...
14@axonnmedia
Image credits:
http://www.hmtweb.com/images/cloaked-panda-drop.jpg
http://www.ecommercefuel.com/wp-content/u...
15@axonnmedia
So Why Is Content Marketing So Important?
Because the buyers say so!
People are willing to pay up to 10% MOR...
16
The three pillars of content marketing
@axonnmedia
17
“You either have to be the first,
best, or different”
– Loretta Lynn
Strategy
@axonnmedia
18
Strategy – know your in-house capabilities
@axonnmedia
A lot of the knowledge, experience or expertise needed for
conte...
19
For example
@axonnmedia
You don’t want to search for “the best places to eat in San
Sebastian” and find an article abou...
20
Strategy - timeline your goals
@axonnmedia
Know where you’re starting from: analyse competitors, conduct a site audit,
...
21
Strategy – being realistic
@axonnmedia
Image credit: http://funtolike.com/wp-content/uploads/2013/10/funny-dwight-schru...
22
Technology - mobile & tablets
@axonnmedia
source: https://lh3.googleusercontent.com
23
Technology - mobile & tablet growth
@axonnmedia
source:
BI Intelligence
24
“The mobile phone is a bit like
God – it’s omnipresent”
– Joanna Picq, Jampp
Technology - mobile & tablet growth
@axonn...
25
Technology - mobile & tablet growth
@axonnmedia
32% of organic traffic through Google
so far this year has come from a
...
26
Technology – mobile use
@axonnmedia
Image credit: http://cdn.blackenterprise.com/wp-content/blogs.dir
Different industr...
27
Technology - mobile & tablet growth
@axonnmedia
28
Technology – mindset of mobile vs tablet users
@axonnmedia
Mobile users want swift access to relevant content, and mini...
29
Technology – mobile sites vs. apps
@axonnmedia
30
Technology – time spent on devices
@axonnmedia
31
Technology – Apps vs Devices
@axonnmedia
More than 60% of 86% total app usage time
spent on gaming, social networks and...
32
Technology - clear conversion path
@axonnmedia
Track the conversion cycle and make sure it’s properly optimised
•Are yo...
33
Example: clear conversion path for B2C
@axonnmedia
• Clear user journey throughout the payment process which reassures
...
34
Technology – calls to action
@axonnmedia
Calls to action do not just mean big
buttons saying buy now or call us.
Conten...
35
Technology – Small businesses failing to benefit from calls to action
@axonnmedia
• 96% don’t feature any industry how-...
36
Technology – Calls to action (3 steps)
@axonnmedia
Step 1: Use specific language and keywords
Actionable language is th...
37
Blogging market share
Wordpress – 71%
Blogger – 21%
Tumblr – 6%
Technology: Choosing the right Content Management Syste...
38
Content Creation - context
@axonnmedia
Image credit: http://www.keepcalm-o-matic.co.uk
If you attempt to connect with y...
39
Content Creation – stages in customer journey
@axonnmedia
40
Content Creation – aligning with buyer personas
@axonnmedia
Persona research can be as simple or complex as you like, b...
41
Content Creation – know what to outsource
@axonnmedia
42
Content Creation – know what to outsource
@axonnmedia
Using a third-party company effectively can mean that you have a ...
43
Free help!
@axonnmedia
More advice in our newsletter:
http://go.axonn.co.uk/newsletter
Free download on buyer persona d...
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The three pillars of content marketing

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Content marketing is a £4 billion industry in the UK alone, but 52% of marketers say they are not effective at content marketing. What can bring them better results? We believe in making content marketing simple through quality content strategy, technology and creation, because these are the three pillars of content marketing.

In this presentation - originally delivered at Internet World as part of London Technology Week, Ben Manning and Adrienne Burns discuss how businesses can achieve content marketing success through the three pillars of content marketing.

Published in: Marketing, Technology, Design
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The three pillars of content marketing

  1. 1. @axonnmedia THE 3 PILLARS OF CONTENT MARKETING Adrienne Burns & Benjamin Manning Internet World 2014
  2. 2. 2 We believe it should be @axonnmedia S I M PLE to harness the power of content marketing
  3. 3. 3 and we enable organisations to @axonnmedia E N G A G E their audiences through quality content
  4. 4. 4 State of the industry @axonnmedia • Search engines have got smarter, boosted by algorithm changes like Panda, Penguin & Hummingbird • Web users are smarter and use more specific search queries. They’re better at filtering out results that aren’t useful to them • Smartphones and tablets have resulted in higher accessibility for smarter searchers who want better content, quickly • Social media is a more powerful ranking factor than ever before, and billions of pieces of content are shared monthly across various platforms
  5. 5. 5@axonnmedia Image credit:http://www.brainlesstales.com/images/2011/Feb/whats-wrong.jpg So what’s the issue? If content marketing really is the best and most profitable way to market your brand, why isn’t everybody building their marketing campaigns around this technique?
  6. 6. 6 Content Marketing Industry @axonnmedia £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
  7. 7. 7 HOWEVER.... @axonnmedia 52% - proportion of marketers saying their content marketing is less than effective £2.1 billion – cost of ineffective content marketing
  8. 8. 8@axonnmedia Creating quality content: effective, but difficult
  9. 9. 9@axonnmedia This might have something to do with it...
  10. 10. 10 Playing on Google’s Turf: Panda @axonnmedia •Released February 2011, Panda lowered the rank of low-quality, thin websites and reward higher-quality sites in SERPs – affecting 12% of search results •News-based and social networking sites went up; ad-heavy sites went down •This reportedly changed the rankings of 12% of all search results •Monthly updates for 2 years, but in March 2013 Google said the updates would be integrated into the algorithm and become less noticeable •Panda 4.0 came in May 21st 2014 and targeted top-ranking sites with thin or low-quality content. Sites such as PRWeb.com and PRNewswire.com were noticeably hit.
  11. 11. 11 Playing on Google’s Turf: Panda @axonnmedia Question: What does this mean when news-based sites were highly ranked in the first update and now are being punished with Panda 4.0? Answer: Google wants to show high-quality, relevant and original content to answer its searchers’ queries, not just topical content or press releases.
  12. 12. 12 Playing on Google’s Turf: Penguin @axonnmedia • Announced: April 24th 2012 • Aimed to decrease the ranking positions of sites that violate Google’s Webmasters guidelines by using black-hat SEO techniques, in particularly by manipulating the number of external links that point to a page on a website – i.e. dodgy link building • This affected about 3.1% of English search queries • The last update to be announced, Penguin 5 (or Penguin 2.1) and has noticeably affected around 1% of English search queries
  13. 13. 13 Playing on Google’s Turf: Hummingbird @axonnmedia • Announced Sept 26th 2013 after running for a month • Affecting 90% of global searches • With conversational search becoming the norm, Hummingbird helps to understand the intent and meaning behind the terms used in the search query • Hummingbird helps Google answer long-tail search queries even if the page is not well-optimised for them. • This means potentially better visibility for these types of search queries from sites that had not targeted that keyword approach.
  14. 14. 14@axonnmedia Image credits: http://www.hmtweb.com/images/cloaked-panda-drop.jpg http://www.ecommercefuel.com/wp-content/uploads/2013/04/Penguin-Hit.jpg Has this happened to you?
  15. 15. 15@axonnmedia 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.
  16. 16. 16 The three pillars of content marketing @axonnmedia
  17. 17. 17 “You either have to be the first, best, or different” – Loretta Lynn Strategy @axonnmedia
  18. 18. 18 Strategy – know your in-house capabilities @axonnmedia A lot of the knowledge, experience or expertise needed for content creation comes from within your business. This will help form the skeleton of your strategy. Search results need to be relevant, unique, informative and above all answer what it is that we were looking for. A lot of companies have in-house knowledge which will answer searchers’ questions, provided it’s structured in the right way.
  19. 19. 19 For example @axonnmedia You don’t want to search for “the best places to eat in San Sebastian” and find an article about San Sebastian in which the author discusses at a top level how great the food and culture is without providing an answer to your initial query. What you want is a guide to the top restaurants, perhaps with links to those places and suggestions of what to eat, pair this with a user review and perhaps a link to a second article about how to get the most out of a mini-break there. This will not only satisfy the searcher’s initial query, but will hopefully keep them on your site longer and see you as an authority on the subject matter.
  20. 20. 20 Strategy - timeline your goals @axonnmedia Know where you’re starting from: analyse competitors, conduct a site audit, find out how search engines currently see you. Understand your audience and how they behave online. How do you want them to interact with your site? Now you can begin.
  21. 21. 21 Strategy – being realistic @axonnmedia Image credit: http://funtolike.com/wp-content/uploads/2013/10/funny-dwight-schrute-quote.jpg
  22. 22. 22 Technology - mobile & tablets @axonnmedia source: https://lh3.googleusercontent.com
  23. 23. 23 Technology - mobile & tablet growth @axonnmedia source: BI Intelligence
  24. 24. 24 “The mobile phone is a bit like God – it’s omnipresent” – Joanna Picq, Jampp Technology - mobile & tablet growth @axonnmedia
  25. 25. 25 Technology - mobile & tablet growth @axonnmedia 32% of organic traffic through Google so far this year has come from a mobile or tablet device. source: Marketingcharts.com, 2014 And this proportion will only go up. The question isn’t whether this will happen, but rather will you take advantage?
  26. 26. 26 Technology – mobile use @axonnmedia Image credit: http://cdn.blackenterprise.com/wp-content/blogs.dir Different industries will vary – for example: Office stationery will more than likely see more engagement through a desktop as it is typically looked at during office hours. However, in Recruitment many people engage with companies during their commute, rather than at work where this will be frowned upon.
  27. 27. 27 Technology - mobile & tablet growth @axonnmedia
  28. 28. 28 Technology – mindset of mobile vs tablet users @axonnmedia Mobile users want swift access to relevant content, and minimal distractions. They tend to be more engaged – they are more likely to get their attention as they are using their devices during their commute and they’re on their own. Online shoppers still prefer larger devices for ease of use and security. So consider the customer journey/buying cycle: even if you can’t convert someone to purchase on their mobile, you could engage them enough to take action once they get back to a desktop.
  29. 29. 29 Technology – mobile sites vs. apps @axonnmedia
  30. 30. 30 Technology – time spent on devices @axonnmedia
  31. 31. 31 Technology – Apps vs Devices @axonnmedia More than 60% of 86% total app usage time spent on gaming, social networks and social messaging. You need to take the time to work out what your audience prefers for engagement and where you will make the most impact.
  32. 32. 32 Technology - clear conversion path @axonnmedia Track the conversion cycle and make sure it’s properly optimised •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.
  33. 33. 33 Example: clear conversion path for B2C @axonnmedia • Clear user journey throughout the payment process which reassures the user that they are near the end of the purchasing process • They make it easy – no need to sign up and register if you don't want to but they make it easy to do so even after you login as a guest
  34. 34. 34 Technology – calls to action @axonnmedia Calls to action do not just mean big buttons saying buy now or call us. Content itself can act as a call to action.
  35. 35. 35 Technology – Small businesses failing to benefit from calls to action @axonnmedia • 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).
  36. 36. 36 Technology – Calls to action (3 steps) @axonnmedia Step 1: Use specific language and keywords Actionable language is the most important part of writing your call-to-action copy. State specifically the number of pages in an ebook or the length of a webinar. Step 2: Design contrasting buttons and shallow navigation Call to action buttons and banners should stand out through contrasting colours; however you can also use brand-appropriate colours or recognisable icons. Step 3: Prioritise calls to action Your highest priority call to action should be paired with the content most relevant to where your prospect is in the sales process, e.g. Someone reading an introductory blog post is probably unfamiliar with your brand and not quite ready to buy. The call to action should point them towards more advanced content rather than the contact facility.
  37. 37. 37 Blogging market share Wordpress – 71% Blogger – 21% Tumblr – 6% Technology: Choosing the right Content Management System @axonnmedia As a CMS Wordpress – 60% Joomla – 17% Drupal – 7% You need to figure out what you want from a CMS to fulfil your site’s needs and the needs of your team.
  38. 38. 38 Content Creation - context @axonnmedia Image credit: http://www.keepcalm-o-matic.co.uk If you attempt to connect with your audience in the wrong context, it doesn't matter how good or bad your content is, it won’t be read, shared or discussed. Don’t waste your time simply publishing content on popular platforms for the sake of it. Take the time to research and understand your audience, in order to place the right content in the right place at the right time. You’ll need to understand the customer journey and what point they are at in the sales cycle in order to have the most impact.
  39. 39. 39 Content Creation – stages in customer journey @axonnmedia
  40. 40. 40 Content Creation – aligning with buyer personas @axonnmedia Persona research can be as simple or complex as you like, but it has to be done if you want to speak directly with your target audience. Start by listing the user’s: • potential questions • information needs or level of awareness/expertise in the subject matter • potential problems (not limited to the use of product or service) • potential paths/tasks (the customer journey)
  41. 41. 41 Content Creation – know what to outsource @axonnmedia
  42. 42. 42 Content Creation – know what to outsource @axonnmedia Using a third-party company effectively can mean that you have a further extension to your marketing arm allowing you to produce more of a variety of content. With outsourcing to the right team you can expand your site’s content portfolio from company-based blogs to research, data-led whitepapers, interview-led case studies, videos, infographics and more. This content will have more of an impact than standard blog content if presented to the right audience in the right point of their interest cycle.
  43. 43. 43 Free help! @axonnmedia More advice in our newsletter: http://go.axonn.co.uk/newsletter Free download on buyer persona development: http://go.axonn.co.uk/buyerpersonaworkbook

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