Content Marketing in Europe:How Great Brands like KTM, IBM and Philips are Winning

Steve Frazer

Acrolinx softwarehelps you create amazing content

that drives business results.

7 Great Resources for You

the world has changed

Producing Enough Content 64%

Engaging Content 52%

Variety of Content 45%

Last Year - Top Content Marketing Challenges?

Engaging Content 54%

Consistent Content 50%

Measuring Content 49%

Today: Top Content Marketing Challenges?

Has Your Company Embraced Content Marketing?

None

Basic

Inconsistent

Advanced

Optimised

Source: Hubspot and Smart Insights

Compared to Last Year – How Much Content?

Source: Hubspot and Smart Insights

Source: Content Marketing Institute

What Does Success Look Like?

How Do You Measure Success?

Source: Hubspot and Smart Insights

• 120 million words• 150,000 web

pages• 340 companies• 31 countries

Source: Acrolinx

Source: Acrolinx

Only 31% produced quality content

How Did They Score?

Source: Acrolinx

How Did They Score?

Content quality – directly related to web site traffic

What is the Impact? – Web Site Traffic

5xBetter

Performance

Low Quality High Quality

What is the Impact? Likely to Purchase

Content quality – directly related to brand trust and conversions

A Tale of Two Blog Posts

A Tale of Two Blog Posts

121 SocialShares

7 SocialShares

“in the game of customer experience... consistency will always trump delight.”

Who’s Winning?

Sport Motorcycles €1 Bil – 2000 employeesGlobal dealer network

Lots of content in lots of languages

#1Central team focused on

corporate language

#2Global first localization

strategy

#3Advanced content

technologies to support strategy

Content and Brand Consistency Award!

`

Data-Driven Personas

#1Data-driven personas

#2Journey mapping – align

content with buyer journey

#3Common content quality

dashboard

Personalization at Massive Scale Award!

Healthcare, Lighting & Consumer Lifestyle €21 Bil100,000 employees

Operations in 100 countries

#1Service information

harmonization program

#2Standardized across

product lines

#3Standardized

translations – saving time and money

Great Technical Content Across Business Units and Regions

7 Great Resources for You

Helping the world’s greatest brands Speak With One Voice