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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.
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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?