beyond content: technology you need for effective content marketing [adtech 2014]

#martech @AxonnMedia

Beyond content Technology you need for effective content marketing

Billy Maddocks Janaka Abeywardhana

#martech @AxonnMedia

Simplifying content marketing for everyone

#martech @AxonnMedia

Billy Maddocks Director of Data Insights and Implementation

#martech @AxonnMedia

Janaka Abeywardhana Chief Technology Officer

@janaka_a

#martech @AxonnMedia

Marketing Technologist

#martech @AxonnMedia

We believe ineffective content marketing is caused by failure in one or more of the following areas

#martech @AxonnMedia

Content Marketing Loop

#martech @AxonnMedia

#martech @AxonnMedia

- Lead Capture & Nurture

- Create & Publish

- Data Insights

#martech @AxonnMedia

Create • Google docs - used to compose content • Great share & collaboration

features • Deployed throughout Axonn • Universally accessible (tablet,

laptop, office, train...)

#martech @AxonnMedia

inline edit

https://www.axonn.co.uk/agoraa

#martech @AxonnMedia

publish

Agoraa - CMS for web publishing • Search and social optimised

#martech @AxonnMedia

Data insights Metrics we want to know

• Backlinks • Social media • Website (acquisition, engagement and

conversion) • Search engine performance • Paid campaigns

#martech @AxonnMedia

Data insights

Google Webmaster tools • What is Googlebot doing!? • Optimise what appears in Google

results

#martech @AxonnMedia

Data insights

Google Analytics • Easy monthly and quarterly

comparisons • Used predominantly for on site

engagement insights • Benchmarking against competitors

#martech @AxonnMedia

Pardot • Personalised email marketing • Lead scoring

Lead Gen & Nurture

#martech @AxonnMedia

#martech @AxonnMedia

#martech @AxonnMedia

Integration & Context

#martech @AxonnMedia

inline analytics

https://www.axonn.co.uk/agoraa

#martech @AxonnMedia

inline analytics

https://www.axonn.co.uk/agoraa

#martech @AxonnMedia

“The whole is greater than the sum of its parts.” -- Aristotle

#martech @AxonnMedia

Q & A

Stand #360

inbound@axonn.co.uk https://www.axonn.co.uk