beyond content: technology you need for effective content marketing [adtech 2014]
DESCRIPTION
We believe that ineffective content marketing is caused by failure in one or more of the three pillars of content marketing - strategy, content creation or technology. Here we look at what technology you need to be an effective content marketer. If you have any further questions about the presentation, please get in touch! twitter.com/axonnmedia [email protected] +44 (0) 207 517 2200 www.axonn.co.uk You can also subscribe to our weekly newsletter to be kept up to date with the latest in content marketing: go.axonn.co.uk/newsletterTRANSCRIPT
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Beyond content Technology you need for effective content marketing
Billy Maddocks Janaka Abeywardhana
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Simplifying content marketing for everyone
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Billy Maddocks Director of Data Insights and Implementation
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Janaka Abeywardhana Chief Technology Officer
@janaka_a
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Marketing Technologist
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We believe ineffective content marketing is caused by failure in one or more of the following areas
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Content Marketing Loop
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- Lead Capture & Nurture
- Create & Publish
- Data Insights
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Create • Google docs - used to compose content • Great share & collaboration
features • Deployed throughout Axonn • Universally accessible (tablet,
laptop, office, train...)
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inline edit
https://www.axonn.co.uk/agoraa
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publish
Agoraa - CMS for web publishing • Search and social optimised
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Data insights Metrics we want to know
• Backlinks • Social media • Website (acquisition, engagement and
conversion) • Search engine performance • Paid campaigns
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Data insights
Google Webmaster tools • What is Googlebot doing!? • Optimise what appears in Google
results
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Data insights
Google Analytics • Easy monthly and quarterly
comparisons • Used predominantly for on site
engagement insights • Benchmarking against competitors
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Pardot • Personalised email marketing • Lead scoring
Lead Gen & Nurture
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Integration & Context
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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