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The document outlines 7 habits of highly effective content marketers: 1. Develop advanced, data-driven content strategies to deeply understand personas. 2. Write content that is personalized for each persona. 3. Innovate new forms of content beyond traditional formats. 4. Be selective about the content that is created and distributed.

Business Technology

@webber_karen
THE 7 HABITS OF
HIGHLY EFFECTIVE
CONTENT MARKETERS
Karen Webber, Axonn Media
17 April 2014

2
Ineffective content marketing by numbers
@webber_karen
£4 billion – worth of the UK content
marketing industry
52% - proportion of marketers saying their
content marketing is less than effective
£2.1 billion – cost of ineffective content
marketing

3
A marketing assistant for the next 100,000 years
21 million hours of graphic design work by a junior
14,100 Virgin Galactic trips to space
A 29 million year Netflix binge
What can £2.1 billion buy you?
@webber_karen

4
“When you build content
especially for your personas,
you build a relationship with
people before you’ve even
met them.”
- David Meerman Scott
Habit 1: Advanced content strategy
@webber_karen

5
• Aggregate analytics data
• Behavioural information
• Interviews
• Surveys
• Third-party data
1: Content Strategy: Data
@webber_karen

6
1: Content Strategy: Personalising big data
@webber_karen

7
1: Content Strategy: Wearables
@webber_karen

9
Habit 2: Write
@webber_karen
56% of marketers don’t have a documented
content strategy. (Source: CMI)
100% of them are ineffective.
(Source: Me)

11
“If I had asked
people what they
wanted, they
would have said
faster horses.”
- Henry Ford
Habit 3: Innovate
@webber_karen

16
3 things you can do to strengthen your in-house team
• Processes
• Culture of content
• Outsourcing
4: Selective
@webber_karen

17
Habit 5: Money-minded
@webber_karen
Image: Tom Fishburne

19
Habit 6: Embrace marketing technology
@webber_karen

21
1. Advanced, data-driven content strategies
2. Write
3. Innovate
4. Be selective
5. ROI minded
6. Embrace marketing technology
7. Get out
The 7 habits of highly effective content marketers
@webber_karen

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1. @webber_karen THE 7 HABITS OF HIGHLY EFFECTIVE CONTENT MARKETERS Karen Webber, Axonn Media 17 April 2014

2. 2 Ineffective content marketing by numbers @webber_karen £4 billion – worth of the UK content marketing industry 52% - proportion of marketers saying their content marketing is less than effective £2.1 billion – cost of ineffective content marketing

3. 3 A marketing assistant for the next 100,000 years 21 million hours of graphic design work by a junior 14,100 Virgin Galactic trips to space A 29 million year Netflix binge What can £2.1 billion buy you? @webber_karen

4. 4 “When you build content especially for your personas, you build a relationship with people before you’ve even met them.” - David Meerman Scott Habit 1: Advanced content strategy @webber_karen

5. 5 • Aggregate analytics data • Behavioural information • Interviews • Surveys • Third-party data 1: Content Strategy: Data @webber_karen

6. 6 1: Content Strategy: Personalising big data @webber_karen

7. 7 1: Content Strategy: Wearables @webber_karen

8. BUT DOES HE HAVE A DOG? LOL 

9. 9 Habit 2: Write @webber_karen 56% of marketers don’t have a documented content strategy. (Source: CMI) 100% of them are ineffective. (Source: Me)

10. 10 2: Write @webber_karen

11. 11 “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford Habit 3: Innovate @webber_karen

12. 12 3: Innovate @webber_karen

13. 13 3: Innovate @webber_karen

14. 14 Habit 4: Selective @webber_karen

15. 15 4: Selective @webber_karen

16. 16 3 things you can do to strengthen your in-house team • Processes • Culture of content • Outsourcing 4: Selective @webber_karen

17. 17 Habit 5: Money-minded @webber_karen Image: Tom Fishburne

18. 18 5: Money-minded @webber_karen

19. 19 Habit 6: Embrace marketing technology @webber_karen

20. 20 Habit 7: Get out @webber_karen

21. 21 1. Advanced, data-driven content strategies 2. Write 3. Innovate 4. Be selective 5. ROI minded 6. Embrace marketing technology 7. Get out The 7 habits of highly effective content marketers @webber_karen

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