Karen Webber outlines 7 habits of highly effective content marketers: 1) Have a constant content strategy focused on buyer personas, 2) Embrace available data to personalize content, 3) Be thought leaders by writing content and consuming industry news, 4) Be selective about projects and partnerships, 5) Show value through measurement and ROI, 6) Prepare teams for increasing technology roles, and 7) Continually innovate and refine strategies instead of relying on past ideas. These habits can help marketers get better results with their content marketing efforts.

1. @webber_karen
THE 7 HABITS OF
HIGHLY EFFECTIVE
CONTENT MARKETERS
Karen Webber, Axonn Media
Marketing Week Live, June 26th 2014

2. 2@webber_karen

3. 3@webber_karen
Marketers identify with this.
They increasingly need to do more and get better
results but with fewer resources and smaller budgets...

4. 4
But is
MONEY
really the
problem?

5. 5@webber_karen
UK companies
are ramping up
marketing
budgets at the
fastest pace in at
least 14 years

6. 6@webber_karen
Q1 saw a
20% increase
in marketing
budgets
[Source: IPA Bellwether]

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So what’s the problem?

8. 8
The problem
@webber_karen
Lots of money is being spent
on content marketing, BUT
52% of marketers say they
are not effective at it. (Source: CMI)

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Do we have all the gear, but no idea?
@webber_karen

10. We need to
cultivate better
habits & stick
to them

11. 1: CONTENT
STRATEGY

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Evolution of content strategy
@webber_karen
Build
Measure
Learn

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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
Buyer personas
@webber_karen

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Topical ≠ Relevant
@webber_karen

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• Aggregate analytics data
• Behavioural information
• Interviews
• Surveys
• Third-party data
Use multiple data sources
@webber_karen

17. BUT
DOES
HE
HAVE
A
DOG?
LOL 

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Extra characteristics like “does he have
a dog?” are only relevant if they affect
whether or not someone will perform
the actions you want them to perform
when engaging with your content.
Don’t get sidetracked!
@webber_karen

19. 19@webber_karen
http://go.axonn.co.uk/buyerpersonaworkbook
Free download!

20. 2: Data

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Every 2 days, the human race creates
the same amount of data as from the
dawn of time to 2003. (Source: Google)

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Big data personalised
@webber_karen
The
There’s a lot of
data available,
but the
challenge is to
interpret big
data effectively
so it allows you
to make
meaningful
connections
with individuals.

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Wearables
@webber_karen
Wearables are a
great opportunity.
Someone wearing a
FIT armband
transmits 2.4 million
data points every day.
Imagine if you could
harness that to deliver
a highly personalised
brand experience
through content...

24. 3: Read &
write

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Documented content strategy
@webber_karen
56% of marketers don’t have a documented
content strategy. (Source: CMI)
100% of them are ineffective.
(Source: Me)

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Be a thought leader by writing
@webber_karen
• For your company blog
• External thought leadership pieces
• On LinkedIn’s Publishing Platform

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Be a mass consumer of content
@webber_karen
• Everything about your brand
• Competitors’ content
• Industry news

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Network in real life
@webber_karen
Nothing beats in-person collaboration and
relationship building , especially with influencers

29. 4: Say no

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Be selective
@webber_karen

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Choose good people
@webber_karen

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• Processes – firm but flexible
• Culture of content – content is
a whole-organisation activity
• Outsourcing – partner with
specialists who have good track
records
Strengthen your in-house team
@webber_karen

33. 5: Money
money
money

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Money-minded
@webber_karen
Image: Tom Fishburne

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Money-minded
@webber_karen
Report on your activities in a
way that translates the value of
social shares, traffic, sign-ups
etc as a valuable contribution to
overall company objectives.

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Measure
@webber_karen

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Measure
@webber_karen
Numbers are the most effective
way to shut down arguments
about resources and value.

38. 6:
Technology

39. Our Age of Anxiety is, in
great part, the result of
trying to do today's job with
yesterday's tools
and yesterday's
concepts.
(Marshall McLuhan)

40. By 2017, CMOs’ tech
spend will eclipse that
of CIOs. But marketing
technology is a complex
landscape to navigate.

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Habit 6: Embrace marketing technology
@webber_karen

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How to prepare
@webber_karen
Get the techies
on-side and
upskill your teams
NOW!

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Marketing technologists
@webber_karen
81% of global companies with
annual turnover of $500m
already have a chief marketing
technologist in place.
(Source: Gartner)

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What a marketing technologist does
@webber_karen

45. 7: Innovate

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“If I had asked
people what they
wanted, they
would have said
faster horses.”
- Henry Ford
Innovate
@webber_karen

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The enemy
@webber_karen

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Use your whole brain!
@webber_karen

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1. Constantly refining strategies and personas
2. Embrace data
3. Read & write
4. Be selective
5. ROI minded
6. Structuring teams for technological advances
7. Innovate
The 7 habits of highly effective content marketers
@webber_karen

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Thanks! And stay in touch...
@webber_karen
www.axonn.co.uk
http://go.axonn.co.uk/newsletter

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52. 52@webber_karen
http://go.axonn.co.uk/buyerpersonaworkbook
Free download!