Content Marketing – More than just a buzzword
By Alan Boyce, Managing Director, Axonn Media
LAST
LAST
BACK THERE
BUY OUR STUFF
BUY OUR STUFF
PLEASE
Content Marketingas opposed to
Interruption Marketing
Be interestingto make people like you
then they might do what
you want
Be happy
by doing things you enjoy
Online Presence
Sales
Lead Gen
Brand Awareness
Customer Service
Sales
Lead Gen
Brand Awareness
Customer Service
Sales
Lead Gen
Brand Awareness
Customer Service
Task 1 – Persona 1
• What is Task 1? Why do I want people to complete it?
• How is Task 1 carried out?• What needs for users does
completing Task 1 fulfil?• What characteristics do people
with those needs also have?
Task 1 – Persona 1
• What encourages or puts people like that off?
• What language and terms do people like that use?
• What else are people like that interested in?
• Analytics, third-party data, your experience – multiple sources
BUT DOES HE HAVE A DOG?LOL
Task 1 – Persona 1
• Human characteristics are only strictly relevant if they influence PROBABLE BEHAVIOUR in respect of DESIRED TASKS
• BUT they can be helpful downstream as a heuristic device for keeping human users at the centre
Task 1 – Persona 1
• Human characteristics are only strictly relevant if they influence PROBABLE BEHAVIOUR in respect of DESIRED TASKS
• BUT they can be helpful downstream as a heuristic device for keeping human users at the centre
Sales
Lead Gen
Brand Awareness
Customer Service
isn’t everything
Sic transit gloria mundi
Sales
Lead Gen
Brand Awareness
Customer Service
My
Bran
d
My
Bran
d
EVERYTHING ELSEIN THE WHOLE WORLD!
The Online Ecosystem• Competition for attention• SEO “hygiene”• Norms and rules of communication• Quality of experience• Adaptability
THE THREE PILLARS OF CONTENT MARKETING
Getting
GREAT IDEASthat
RESONATE WITH THE RIGHT PEOPLEin front of
THOSE PEOPLEleading them to
CHOOSEto do
WHAT YOU WANT THEM TO DO
ALAN BOYCE, AXONN MEDIA• Twitter - @boycealan• LinkedIn -
linkedin.com/pub/alan-boyce/9/298/538
• Web - axonn.co.uk; contentplus.co.uk; newsreach.co.uk
• Email – [email protected]
