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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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