why low interest categories should invest in content marketing
DESCRIPTION
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.TRANSCRIPT
Why AXA are investing in content
July 2014
Martin Wingfield
AXA Central Brand Marketing
PPPHealthc
are
Home Insuran
ce
CarInsuran
ce
Wealth / ASI
Brand AwarenessBrand Engagement
Business
Insurance
In a low interest category, where brand awareness and price comparison websites rule – why should a
brand like AXA invest in content?
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’
Why is content important to a brand ?- Purchase Funnel
Awareness
Consideration
Preference
Qu
ote
an
d B
uy
AT
L
Dig
ital
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
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
Content & Always On
Brand Awareness & Campaign peaks
Ads - on air
Bra
nd
A
ware
ness f
rom
Ads - off air
Time
Content
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
Competition Snapshot
‘How to’ DIY films & pdf guides by Tommy Walsh
• Maintenance• Freezing
weather• Home security
134 films on YouTube channel
Films on health & ‘BUPA running’
Website has an help section with 600 topics & 21 apps, tools & calculators
140 films on YouTube channel
Tools, apps,downloads, guidesand videos housed
in an online hub.
27 Films on website
82 Films on YouTube
channel
Borrowed Interest
Lifestyle - Jewellery
Music
Borrowed Interest
Newsworthy topics Floods Ageing Macro finances
The future of content?
24 hours later
https://t.co/w9QR94Zh1K
How quickly can we react to topical
events with branded content?
Any questions?
