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THE 7 HABITS OF HIGHLY EFFECTIVE
CONTENT MARKETERS
Karen Webber, Axonn Media17 April 2014
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Ineffective content marketing by numbers
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£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
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A marketing assistant for the next 100,000 years21 million hours of graphic design work by a junior14,100 Virgin Galactic trips to spaceA 29 million year Netflix binge
What can £2.1 billion buy you?
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Or 10,000 Beyoncés
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“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
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• Aggregate analytics data
• Behavioural information
• Interviews
• Surveys
• Third-party data
1: Content Strategy: Data
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1: Content Strategy: Personalising big data
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1: Content Strategy: Wearables
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BUT DOES HE HAVE A DOG?LOL
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Habit 2: Write
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56% of marketers don’t have a documented content strategy. (Source: CMI)
100% of them are ineffective. (Source: Me)
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2: Write
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“If I had asked people what they wanted, they would have said faster horses.”- Henry Ford
Habit 3: Innovate
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3: Innovate
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3: Innovate
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Habit 4: Selective
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4: Selective
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3 things you can do to strengthen your in-house team
• Processes• Culture of content• Outsourcing
4: Selective
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Habit 5: Money-minded
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Image: Tom Fishburne
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5: Money-minded
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Habit 6: Embrace marketing technology
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Habit 7: Get out
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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
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