Content Marketing in Europe:How Great Brands like KTM, IBM and Philips are Winning
Acrolinx softwarehelps you create amazing content
that drives business results.
7 Great Resources for You
the world has changed
Producing Enough Content 64%
Engaging Content 52%
Variety of Content 45%
Last Year - Top Content Marketing Challenges?
Engaging Content 54%
Consistent Content 50%
Measuring Content 49%
Today: Top Content Marketing Challenges?
Has Your Company Embraced Content Marketing?
None
Basic
Inconsistent
Advanced
Optimised
Source: Hubspot and Smart Insights
Compared to Last Year – How Much Content?
Source: Hubspot and Smart Insights
Source: Content Marketing Institute
What Does Success Look Like?
How Do You Measure Success?
Source: Hubspot and Smart Insights
• 120 million words• 150,000 web
pages• 340 companies• 31 countries
Source: Acrolinx
Source: Acrolinx
Only 31% produced quality content
How Did They Score?
Source: Acrolinx
How Did They Score?
Content quality – directly related to web site traffic
What is the Impact? – Web Site Traffic
5xBetter
Performance
Low Quality High Quality
What is the Impact? Likely to Purchase
Content quality – directly related to brand trust and conversions
A Tale of Two Blog Posts
A Tale of Two Blog Posts
121 SocialShares
7 SocialShares
“in the game of customer experience... consistency will always trump delight.”
Sport Motorcycles €1 Bil – 2000 employeesGlobal dealer network
Lots of content in lots of languages
#1Central team focused on
corporate language
#2Global first localization
strategy
#3Advanced content
technologies to support strategy
Content and Brand Consistency Award!
Data-Driven Personas
#1Data-driven personas
#2Journey mapping – align
content with buyer journey
#3Common content quality
dashboard
Personalization at Massive Scale Award!
Healthcare, Lighting & Consumer Lifestyle €21 Bil100,000 employees
Operations in 100 countries
#1Service information
harmonization program
#2Standardized across
product lines
#3Standardized
translations – saving time and money
Great Technical Content Across Business Units and Regions
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Helping the world’s greatest brands Speak With One Voice