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Axonn Media CEO Fergus Parker spoke at the Content Marketing Show in London in July 2014 about the best and worst examples of content marketing he's seen so far this year. He discusses what makes for good content marketing and highlights what content efforts have failed and as a result hurt brand reputations.
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CONTENT MARKETING YEARBOOK 2014:
Highlights
& low-lifes
Fergus Parker, Axonn Media // Content Marketing Show July 2014
Who loves content marketing?
Doing content marketing makes us feel good
It’s the silver bullet that makes us More
successful
It transforms us from Zero
To hero
The stats prove it...
823%
of all marketers are
quadrupling
their spend on content marketing (Source: Me)
SO STATISTICAL VERY RESEARCH
MUCH CREDIBLE
Content Marketing is MAGIC
All we need to do as content marketers is create Great
content
Then sit back
And watch the page views, downloads, shares, new leads and engagement metrics go through the roof.
RIGHT?
Knock knock
It’s reality
Effective Content Marketing is
NOT SIMPLE
It’s COMPLICATED
Look familiar?
Credit: Rand Fishkin
20
Ineffective content marketing by numbers
£4 billion worth of the UK content marketing industry
52% proportion of marketers saying their content marketing is not effective
£2.1 billion
cost of ineffective content marketing
21
14,100 trips
to space
What can £2.1 billion buy you?
22
The world’s 15 most expensive properties
23
A 29 million year Netflix binge
Start with WHY
Simon Sinek
We need to create content that...
INSPIREs
educates
Evokes emotion
reinforces belief
has meaning
Is Relevant
Is Authentic
In order to do this, content marketers and brands need to focus their efforts on the
3 pillars of content marketing
But, of course, some content marketing
efforts are more successful than others
3 low-lifes
For supreme contextual failure, the yearbook award for
“Most awkward”
goes to...
40
Mad Men
Who chooses a philanderer to appeal to families celebrating good dads?
For asking a non-existent community to share photos on Twitter using a
dedicated hashtag, the yearbook award for “Most likely to
be alone”
goes to...
44
#myNYPD
New York Police Department expected pics of happy families in their
community. However...
46
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And finally, the yearbook award for “Class clown”
goes to...
49
Class clown... #GiveGregTheHoliday
Cellecta Insulation got it all wrong when they jumped on a trending hashtag by
offering someone talking about a holiday some soundproofing advice. Not even
free soundproofing – just information.
But it’s not all
bad
3 highlights
For creating clever content that makes the people who share it look clever,
“valedictorian”
is...
54
Buffer Blog
Articles like Why do you get your best ideas in the shower?
And... What multitasking does to our brains
Buffer doesn’t necessarily create content for their target audience. They
create content for people who are likely to share it with Buffer’s target audience.
For creating beautiful, inspiring content with a unique angle,
“prom queen”
is...
59
Ford: Mother’s Day Dream Car Campaign
http://bit.ly/1jXS2VC
For creating content that resonates, “prom KING”
is...
61
Prom King... Dissolve.com
http://bit.ly/1h6xO7V
YEARBOOK HIGHLIGHTS
1. Produce content for people who already have an
audience
2. Make sure you know what your audience wants
3. Be authentic
4. Don’t sell yourselves
Do that and you will succeed!
64
Thanks!
www.axonn.co.uk http://go.axonn.co.uk/newsletter
65