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Why AXA
are investing in
content
July 2014
Martin Wingfield
AXA Central Brand Marketing
PPP
Healthcare
Home
Insurance
Car
Insurance
Wealth /
ASI
Brand Awareness
Brand Engagement
Busi...
In a low interest category,
where brand awareness and
price comparison websites
rule – why should a brand
like AXA invest ...
Content & AXA’s five challenges
AXA’s challenges Content
Low engagement category
Our diversity
Our product are complex
We’...
Why is content important to a brand ?- Purchase Funnel
Awareness
Consideration
Preference
Quote
andBuy
ATL
Digital
PR
TV /...
AXA’s environment
 Customers in market for an AXA
product - 5% of the time
Hygiene Content
 Provides helpful, relevant a...
Content & Always On
Brand Awareness & Campaign peaks
Ads - on air
Brand
Awarenessfrom
Ads - off air
Time
The audience for content
 External
 The AXA master brand
 Campaigns
 Our products & sales funnel
 Internal
 Staff en...
Competition Snapshot
‘How to’ DIY films & pdf
guides byTommy
Walsh
• Maintenance
• Freezing weather
• Home security
134 fi...
Borrowed Interest
 Lifestyle -
Jewellery
 Music
Borrowed Interest
 Newsworthy topics
 Floods
 Ageing
 Macro finances
The future of content?
Speed & Agility
24 hours later
https://t.co/w9QR94Zh1K
How quickly can we
react to topical events
with branded content?
Any questions?
AXA Self Investor
ASI short film
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Why Low Interest Categories Should Invest in Content Marketing

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Martin Wingfield shares his take on why lower interest category businesses should be investing in content marketing at Quill and Taboola's breakfast seminar - using digital content to drive conversions.

Published in: Marketing
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Why Low Interest Categories Should Invest in Content Marketing

  1. 1. Why AXA are investing in content July 2014 Martin Wingfield
  2. 2. AXA Central Brand Marketing PPP Healthcare Home Insurance Car Insurance Wealth / ASI Brand Awareness Brand Engagement Business Insurance
  3. 3. In a low interest category, where brand awareness and price comparison websites rule – why should a brand like AXA invest in content?
  4. 4. Content & AXA’s five challenges AXA’s challenges Content Low engagement category Our diversity Our product are complex We’re a brand with a limited personality We have a poor Google ranking Content helps boost SEO rankings Bringing the brand to life Engaging ways to educate customers Interesting ways to showcase our services Allows us to reach & engage with more customers, esp. using ‘borrowed interest’
  5. 5. Why is content important to a brand ?- Purchase Funnel Awareness Consideration Preference Quote andBuy ATL Digital PR TV / OOH Objective Awareness Content • Explain & build trust • Support brand promise • Encourage quote & buy Brand Content - the bridge between advertising and purchase Online / Direct Sales
  6. 6. AXA’s environment  Customers in market for an AXA product - 5% of the time Hygiene Content  Provides helpful, relevant and timely information  Explains complex products  When customers are not in market - 95% of the time Hero Content  Reminds them that AXA exists, and has something interesting to say
  7. 7. Content & Always On Brand Awareness & Campaign peaks Ads - on air Brand Awarenessfrom Ads - off air Time
  8. 8. The audience for content  External  The AXA master brand  Campaigns  Our products & sales funnel  Internal  Staff engagement – AXA’s mission  What we stand for  Recruitment  Showcasing AXA to graduates
  9. 9. Competition Snapshot ‘How to’ DIY films & pdf guides byTommy Walsh • Maintenance • Freezing weather • Home security 134 films onYouTube channel Films on health & ‘BUPA running’ Website has an help section with 600 topics & 21 apps, tools & calculators 140 films onYouTube channel Tools, apps, downloads, guides and videos housed in an online hub. 27 Films on website 82 Films onYouTube channel
  10. 10. Borrowed Interest  Lifestyle - Jewellery  Music
  11. 11. Borrowed Interest  Newsworthy topics  Floods  Ageing  Macro finances
  12. 12. The future of content?
  13. 13. Speed & Agility
  14. 14. 24 hours later https://t.co/w9QR94Zh1K
  15. 15. How quickly can we react to topical events with branded content?
  16. 16. Any questions?
  17. 17. AXA Self Investor ASI short film

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