Beyond content: Technology you need for effective content marketing [AdTech 2014]
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Transcript of Beyond content: Technology you need for effective content marketing [AdTech 2014]
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#martech @AxonnMedia
Beyond content Technology you need for effective content marketing
Billy Maddocks Janaka Abeywardhana
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#martech @AxonnMedia
Simplifying content marketing for everyone
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#martech @AxonnMedia
Billy Maddocks Director of Data Insights and Implementation
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#martech @AxonnMedia
Janaka Abeywardhana Chief Technology Officer
@janaka_a
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#martech @AxonnMedia
Marketing Technologist
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#martech @AxonnMedia
We believe ineffective content marketing is caused by failure in one or more of the following areas
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#martech @AxonnMedia
Content Marketing Loop
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#martech @AxonnMedia
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#martech @AxonnMedia
- Lead Capture & Nurture
- Create & Publish
- Data Insights
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#martech @AxonnMedia
Create • Google docs - used to compose content • Great share & collaboration
features • Deployed throughout Axonn • Universally accessible (tablet,
laptop, office, train...)
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#martech @AxonnMedia
inline edit
https://www.axonn.co.uk/agoraa
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#martech @AxonnMedia
publish
Agoraa - CMS for web publishing • Search and social optimised
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#martech @AxonnMedia
Data insights Metrics we want to know
• Backlinks • Social media • Website (acquisition, engagement and
conversion) • Search engine performance • Paid campaigns
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#martech @AxonnMedia
Data insights
Google Webmaster tools • What is Googlebot doing!? • Optimise what appears in Google
results
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#martech @AxonnMedia
Data insights
Google Analytics • Easy monthly and quarterly
comparisons • Used predominantly for on site
engagement insights • Benchmarking against competitors
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#martech @AxonnMedia
Pardot • Personalised email marketing • Lead scoring
Lead Gen & Nurture
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#martech @AxonnMedia
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#martech @AxonnMedia
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#martech @AxonnMedia
Integration & Context
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#martech @AxonnMedia
inline analytics
https://www.axonn.co.uk/agoraa
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#martech @AxonnMedia
inline analytics
https://www.axonn.co.uk/agoraa
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#martech @AxonnMedia
“The whole is greater than the sum of its parts.” -- Aristotle