navigating the content marketing technology landscape
Post on 20-Aug-2015
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Navigating The Marketing Technology Landscape
Peter Yates
@AxonnMedia MWL14
❖ Content marketing in the UK is worth almost £1bn ❖ 52% of marketers are ineffective at content
marketing ❖ Effective content marketing is difficult
We make it simple
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STRATEGY
TECHNOLOGY
CONTENT CREATION
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By 2017 the CMO will spend more on IT than the CIO
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Laura McLellan, Research VP
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The Problems
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“ What are we trying to achieve?”
“WHY are we trying to achieve it?”
Where to begin
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“If you want to build a ship,
don't drum up the men to gather wood, divide the work, and give orders.
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Instead, teach them to yearn for the
vast and endless sea.”
― Antoine de Saint-Exupéry
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Simon Sinek
startwithwhy.com
Why?
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https://www.flickr.com/photos/marketingfacts/4614420053/
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Why?
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Why?
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Why?
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• Diverse range of technologies
• Collaboration between departments
• Justification of investment
...it’s vital that we understand our WHY first.
How can we apply this?
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http://missbananapants.blogspot.co.uk/2013/04/too-many-choices.html
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1. Research the market to build a list of all available solutions
2. Compare their benefits to your goals and narrow the list
3. Assess their reviews to narrow the list further
4. Take free trials
5. Speak to the vendors, ask them... • “What is their roadmap for change? • “What is their vision?
5 Steps to choosing a Technology
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“How do we roll this out?”
How?
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A G I L E
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www.commonplaces.com
AGILE
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Key Considerations
I. Must have a vision for your end game
II. Stick to the project lifecycle, share your schedule
III. Anticipate and accommodate change
AGILE
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What didn’t work...
Group feedback
sessions
Stakeholder interviews
End of sprint reviews
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What did work...
Company surveys
Focused test sessions
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What we learnt...
1. Ask on Social Media
2. Start with AGILE, plan to improve
3. “ Listen often”
4. Don’t be put off by bad salespeople
Our lessons
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DON’T DISLIKE THE DEL BOYS
Photo: Alamy
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Remember!
BE EFFICIENT, BE AGILE
NO VISION = NO BUY IN
Key Takeaways
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Stand 239 More advice in our newsletter http://go.axonn.co.uk/newsletter Free downloads at: axonn.co.uk/resources
Come and say Hi!
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