content marketing yearbook 2014

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

47

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