Why Low Interest Categories Should Invest in Content Marketing

•Transferir como PPTX, PDF•

2 gostaram•1,431 visualizações

Martin Wingfield shares his take on why lower interest category businesses should be investing in content marketing at Quill and Taboola's breakfast seminar - using digital content to drive conversions.

Marketing

Why AXA
are investing in
content
July 2014
Martin Wingfield

AXA’s environment
 Customers in market for an AXA
product - 5% of the time
Hygiene Content
 Provides helpful, relevant and timely information
 Explains complex products
 When customers are not in market
- 95% of the time
Hero Content
 Reminds them that AXA exists, and has
something interesting to say

Competition Snapshot
‘How to’ DIY films & pdf
guides byTommy
Walsh
• Maintenance
• Freezing weather
• Home security
134 films onYouTube
channel
Films on health &
‘BUPA running’
Website has an help
section with 600 topics
& 21 apps, tools &
calculators
140 films onYouTube
channel
Tools, apps,
downloads, guides
and videos housed in
an online hub.
27 Films on website
82 Films onYouTube
channel

Borrowed Interest
 Lifestyle -
Jewellery
 Music

Borrowed Interest
 Newsworthy topics
 Floods
 Ageing
 Macro finances

How quickly can we
react to topical events
with branded content?

Mais conteúdo relacionado

Semelhante a Why Low Interest Categories Should Invest in Content Marketing

Aberdeen and Brightcove - More than a medium: the case for a video marketing ...

Brightcove

Content to conversion - Is Your Content Setting the Stage

CNW Group

Content to conversion - Is Your Content Setting the Stage

CNW Group

Developing a world class omnichannel customer experience

Jeremy Cox MA DipM

Slides from a webcast exploring how financial services organisations can create great video marketing. Hub is a creative video agency in London that exists to strengthen the connection between brands and their audience through video. Video has the unrivalled potential to bring audiences and businesses closer. Through great storytelling and high-level production techniques, video can forge an immediate and lasting connection between organisations and individuals – empowering change, stimulating growth and shaping narrative.

HOW FINANCIAL SERVICES CAN CREATE GREAT VIDEO CONTENT

Hub.tv

Brand Story-Planning: The Power of Media Meeting Creative

MediaPost

Job futures 120614 (v2)

Simon Corbett

The axa way-improving quality of service by ketan thakur

Ketan Thakur

Christina & damien ntuc & brand new media

dmg events Asia

Converged Selling: The Go-To Market Strategy That Works

Sales Hacker

Life Science Marketing Beyond Web, SEO & Newsletters. Johannes Amon, June 2017

Johannes Amon

How to measure digital content

Omar Akhtar

2 digital kites broad overview

Rahul Singh

Email Marketing Evovled: Content Marketing – Win new customers by helping the...

Crescando

Sales enablement 1.0

Anders Grundborn

brand_management

Sumit Malhotra

Video Content Marketing

Anwesha Ray

Turning Campaigns Into Revenue

G3 Communications

Career player low_res

Incognate Limited

Vi er trådt ind i en ny tidsalder for digital markedsføring, hvor marketing, salg og forretningsudvikling smelter sammen for at imødekomme kundernes forventninger og behov. Udviklingen medfører både udfordringer og potentialer: På den ene side bliver virksomheder udfordret af kunder, der aldrig før har haft så let ved at sammenligne og skifte leverandører - på den anden side har der aldrig eksisteret så mange, gode værktøjer til at afdække og udbygge kundens tilfredshed og loyalitet som nu. Som B2B marketing- eller salgsansvarlig er dit ansvarsområde at skabe indsigt og momentum - og ikke mindst - at prioritere rigtigt. På denne morgenbriefing giver vi dig indblik i fire strategier, som de bedste B2B-virksomheder følger for at fange og fastholde kundernes opmærksomhed og integrere virksomhedens samarbejde omkring marketing, salg og udviklingen af nye produkter og services: Vær værdifuld Vær relevant Kom tæt på Integrér Hør om de mange, ofte uudnyttede digitale muligheder på B2B-markedet, og få inspiration i dit eget arbejde med online marketing.

Morgenbriefing: Trends i B2B-marketing

Creuna

Semelhante a Why Low Interest Categories Should Invest in Content Marketing (20)

Aberdeen and Brightcove - More than a medium: the case for a video marketing ...

Content to conversion - Is Your Content Setting the Stage

Developing a world class omnichannel customer experience

HOW FINANCIAL SERVICES CAN CREATE GREAT VIDEO CONTENT

Brand Story-Planning: The Power of Media Meeting Creative

Job futures 120614 (v2)

The axa way-improving quality of service by ketan thakur

Christina & damien ntuc & brand new media

Converged Selling: The Go-To Market Strategy That Works

Life Science Marketing Beyond Web, SEO & Newsletters. Johannes Amon, June 2017

How to measure digital content

2 digital kites broad overview

Email Marketing Evovled: Content Marketing – Win new customers by helping the...

Sales enablement 1.0

brand_management

Video Content Marketing

Turning Campaigns Into Revenue

Career player low_res

Morgenbriefing: Trends i B2B-marketing

Último

TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf

Social Samosa

Affiliate Marketing is a dynamic and lucrative method of earning income online, where individuals or businesses promote products or services and receive a commission for each sale, lead, or action generated through their referral. At its core, affiliate marketing operates on the principle of revenue sharing, where merchants reward affiliates for driving traffic or sales to their business. Understanding the Basics Affiliate Marketing is rooted in the concept of performance-based marketing. Instead of paying for traditional advertising methods upfront, merchants pay affiliates only when a specific action is completed, such as a sale, lead, or click. This performance-based model aligns the interests of both parties, as affiliates are incentivized to generate results for the merchants they promote. How Affiliate Marketing Works: The process of affiliate marketing typically involves three primary parties: the merchant, the affiliate, and the customer. The merchant, also known as the advertiser or retailer, is the entity that sells the product or service. The affiliate, often referred to as the publisher, promotes the merchant's products or services through various marketing channels. The customer, of course, is the individual who makes a purchase or takes the desired action. When a customer clicks on an affiliate link and completes the desired action, such as making a purchase, the affiliate earns a commission. This commission can vary depending on the merchant's affiliate program and the terms of the agreement between the merchant and the affiliate. The Role of Affiliates, Merchants, and Customers Affiliates play a crucial role in the success of affiliate marketing by leveraging their platforms, audience, and marketing skills to drive traffic and sales for merchants. Affiliates can range from individuals with personal blogs and socialHow Affiliate Marketing Works: The process of affiliate marketing typically involves three primary parties: the merchant, the affiliate, and the customer. The merchant, also known as the advertiser or retailer, is the entity that sells the product or service. The affiliate, often referred to as the publisher, promotes the merchant's products or services through various marketing channels. The customer, of course, is the individual who makes a purchase or takes the desired action. When a customer clicks on an affiliate link and completes the desired action, such as making a purchase, the affiliate earns a commission. This commission can vary depending on the merchant's affiliate program and the terms of the agreement between the merchant and the affiliate. The Role of Affiliates, Merchants, and Customers Affiliates play a crucial role in the success of affiliate marketing by leveraging their platforms, audience, and marketing skills to drive traffic and sales for merchants. Affiliates can range from individuals with personal blogs and social media accounts to large scale Marketing Institution

Mastering Affiliate Marketing: A Comprehensive Guide to Success

Abdulsamad Lukman

Social Media Marketing Portfolio - Maharsh Benday

MaharshBenday

Cartona.pptx. Marketing how to present your project very well , discussed a...

BeshoyFawaz1

SALES-PITCH-an-introduction-to-sales.pptx

23397013

Optimizing Your Marketing with AI-Powered Prompts

Vbout.com

The Impact Of Social Media Advertising.pdf

ishikajaiswal116

Welcome to Ardency Elite, where sophistication meets practicality. Our catalog showcases a meticulously curated selection of lifestyle essentials designed to enhance every aspect of your journey. From premium travel accessories to stylish apparel and delightful toys for toddlers, Ardency Elite offers unparalleled comfort, style, and functionality. Dive into our catalog and elevate your lifestyle with Ardency Elite today.

Discover Ardency Elite: Elevate Your Lifestyle

My Heart Throw Pillow

Aligarh Hire 💕 8250092165 Young and Hot Call Girls Service Agency Escorts

meghakumariji156

Social Media Marketing Portfolio - Maharsh Benday

MaharshBenday

HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATION

pratheeshraj987

4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN

Cara Menggugurkan Kandungan 087776558899

Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdf

Piyush Kumar

Instant digital issuance (IDI) creates a pre-activated digital version of a new or reissued card before physical card delivery. These digital cards, available for immediate use in a digital wallet for online shopping, are highly popular with consumers, especially younger, tech-savvy cardholders. The right customer communications for Instant Digital Issuance (IDI) can boost engagement and spend. Our card marketing experts have assembled an IDI overview with definitions and best practices for the critical first touch, including examples from Chase, SoFi, Venmo, Affirm, Bank of America and Chime.

Instant Digital Issuance: An Overview With Critical First Touch Best Practices

Media Logic

Distribution Ad Platform_ The Role of Distribution Ad Network.pdf

Transports Advertising

It’s never been easier to get your Google Shopping Ads campaigns up and running…but there’s also never been this much competition. So how can you ensure you’re maximizing ROI on your ad spend? Let us help. Watch this panel discussion tailored for retailers and brands eager to elevate their ecommerce strategy through Google Shopping Ads. You’ll hear the ways to craft compelling product listings using Google Merchant Center Next, strategically bid on keywords, and leverage audience targeting to reach the right customers at the right time. We’ll show you: - How to reduce costs while maximizing ROI using the entire Google Ads ecosystem. - The ways to target new shoppers with keyword bidding while maintaining engagement with your current audience. - How to set up Google Shopping feeds flawlessly with Google Merchant Center Next. In this engaging session, Bryan Butler, Joshua Young, and Ben Riggle will unpack the ways to create powerful product listings and measure your success using best-in-class metrics. If you’re an ecommerce brand or retailer using Google Shopping Ads, you won’t want to miss this discussion.

[Expert Panel] New Google Shopping Ads Strategies Uncovered

Search Engine Journal

W.H.Bender Quote 61 -Influential restaurant and food service industry network...

William (Bill) H. Bender, FCSI

GOOD QUALITY EDUCATED PROFILE HOTEL SERVICE AT VERY LOW 100% SAFE AND ORIGINAL. 100%⭐⭐⭐ SATISFIED GUARANTEED (age-19 to 35) College girls , party girls and also house wife's⭐⭐⭐⭐⭐ Our Service Available In Home AND STAR HOTELS , In call Out call Service.24 hrs⭐⭐⭐⭐⭐ * Models⭐⭐⭐⭐⭐ * Call Center Working Girls/Women * Hi Tech Co. Girls/Women⭐⭐⭐⭐⭐ * House Wife.⭐⭐⭐⭐⭐ * College going girls .⭐⭐⭐⭐⭐ All Meetings Hottest Female With Me Are Safe And Consensual With Most Limits Respected Complete Satisfaction Guaranteed Service Available In:⭐⭐⭐⭐⭐

HITECH CITY CALL GIRL IN 9234842891 💞 INDEPENDENT ESCORT SERVICE HITECH CITY

NiteshKumar82226

Elevating Your Digital Presence by Evitha.pdf

evithatojoparel

Best 5 Graphics Designing Course In Chandigarh

hamitthakurdma01

Why Low Interest Categories Should Invest in Content Marketing

1. Why AXA are investing in content July 2014 Martin Wingfield

2. AXA Central Brand Marketing PPP Healthcare Home Insurance Car Insurance Wealth / ASI Brand Awareness Brand Engagement Business Insurance

3. In a low interest category, where brand awareness and price comparison websites rule – why should a brand like AXA invest in content?

4. Content & AXA’s five challenges AXA’s challenges Content Low engagement category Our diversity Our product are complex We’re a brand with a limited personality We have a poor Google ranking Content helps boost SEO rankings Bringing the brand to life Engaging ways to educate customers Interesting ways to showcase our services Allows us to reach & engage with more customers, esp. using ‘borrowed interest’

5. Why is content important to a brand ?- Purchase Funnel Awareness Consideration Preference Quote andBuy ATL Digital PR TV / OOH Objective Awareness Content • Explain & build trust • Support brand promise • Encourage quote & buy Brand Content - the bridge between advertising and purchase Online / Direct Sales

6. AXA’s environment  Customers in market for an AXA product - 5% of the time Hygiene Content  Provides helpful, relevant and timely information  Explains complex products  When customers are not in market - 95% of the time Hero Content  Reminds them that AXA exists, and has something interesting to say

7. Content & Always On Brand Awareness & Campaign peaks Ads - on air Brand Awarenessfrom Ads - off air Time

8. The audience for content  External  The AXA master brand  Campaigns  Our products & sales funnel  Internal  Staff engagement – AXA’s mission  What we stand for  Recruitment  Showcasing AXA to graduates

9. Competition Snapshot ‘How to’ DIY films & pdf guides byTommy Walsh • Maintenance • Freezing weather • Home security 134 films onYouTube channel Films on health & ‘BUPA running’ Website has an help section with 600 topics & 21 apps, tools & calculators 140 films onYouTube channel Tools, apps, downloads, guides and videos housed in an online hub. 27 Films on website 82 Films onYouTube channel

10. Borrowed Interest  Lifestyle - Jewellery  Music

11. Borrowed Interest  Newsworthy topics  Floods  Ageing  Macro finances

12. The future of content?

13. Speed & Agility

14. 24 hours later https://t.co/w9QR94Zh1K

15. How quickly can we react to topical events with branded content?

16. Any questions?

17. AXA Self Investor ASI short film