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THE CURRENT STATE OF CONTENT MARKETING

DWAIN THOMASHEAD OF DIGITAL STRATEGY

@dwainthomas

THE CURRENT STATE OF CONTENT MARKETING

Content marketing has famously been described as "all the marketing that is

left" by Seth Godin

And with almost all businesses now investing in this area, how can you make sure your content not only

stands out from the crowd, but adds to your business strategy?

TRENDS IN DIGITAL STRATEGY

TRENDS IN CONTENTThe customer relationship is more complicated than ever.The idea of the customer, conversation, and community is changing.

Social media is evolving from an earned media process to a paid media strategy. 

Owned media is the differentiator, but it seems to have the biggest cultural roadblocks.

DEFINING GOALS

TIPS AND TECHNIQUESTwisting but promising road ahead

Companies like Marriott are creating in-house content studios.

Blue-chip companies like GE are creating television series and long-form content as part of their brand strategies.Brands like Starbucks are partnering with well-heeled journalists to run content initiatives.

Credit-card companies like Capital One are acquiring user-experience and content-creation agencies to make digital customer-experience design an in-house competency.

Publishers like The New York Times, The Wall Street Journal, The Guardian, and Condé Nast have launched content-creation agencies to help other brands develop quality content.

Change is really  happening. And simultaneously, the complexity of marketing is growing every day: 

INVESTMENT AND MUST HAVE’S

What’s clear is that unique, impactful, differentiating, content-driven experiences are becoming as important as product development itself.

BRANDS AS PUBLISHERSCARINA JEPPESEN

CONTENT MARKETING MANAGER

@carina_claire

EXAMPLES OF BRANDS WHO ARE PUBLISHERS

IT DOESN’T NEED TO TAKE A CENTURY…

JAMIE OLIVER DID IT IN JUST 2 YEARS.

BRANDS AS PUBLISHERSLearn more here:

www.oliver.agency/brands-as-publishers

Oliver Breakfast Briefing

The Post OfficePete MarkeyChief Marketing Officer

November 2015

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What is your perception of the Post Office?

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Does it conjure up images like this?

20

So how big a job do we have?

The Post Office by numbers

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We have huge scale and reach

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• 17-18m customers visit our branches every week

• 45m online visits per year

• 3m passport renewals per year

• 132 products we can sell… but our 4m ‘active’ customers have average product holding of 1.2

• 2nd most trusted UK brand

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Lots of customer touch points

24

We’re in the middle of the biggest retail transformation in the UK

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Transforming our branches

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Changing perceptions through the lens of brand

We have a customer brand promise to provide focus and direction

We tested a number of potential positionings using neuroscientific research (capturing memory encoding, attention, engagement, emotional intensity and approach/ withdrawal)

The findings:Post Office is a facilitator – it helps you get all those important things on your ‘To Do’ list sorted

CONSISTENCYCONVENIENCE

COMFORTCONFIDENCE

We help youget the important things

in life done

There’s nothing that beats the buzz of achieving the

important stuff in your life (your dream home, a new business, even a holiday!). And yet, accomplishing the

important stuff in life can be fraught with complexity,

which costs time, effort and stress

The Post Office is the home of the important stuff in life. We’re here

to help you sort it simply, quickly and easily

The Post Office. We help you get the

important things in life done

Simple but universallyrecognised truth

Brand Truth Customer promise

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Our brand pillars for producing great content

PurposefulTo create a sense of satisfaction - that we are helping you get your

important things done

UpliftingTo give you a smile – to make you like the brand

SurprisingTo make you take a second look – to make you reappraise the brand

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Our new content guidelines

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Putting the guidelines into action

We’ve launched a new site inline with life stage needs

Our new website highlights the depth and breadth of what we do

33

We are creating richer content now to engage our customers more…

We’re constantly listening

We have started using Lithium which is a customer service tool which allows us to see different streams of customer questions by product area, ensuring we can react speedily and appropriately to our customers.

A buzz monitoring tool which allows us to get realtime customer insight as well as social monitoring.

We use it to help plan campaigns, obtaining social insights, run activity reacting to the moment and measure the impact of a campaign post activity.

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Listening and adding value to the conversation…

Last Posting Dates Gift Wrapping Ideas

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We’re getting our message out first

Tweet drove 7000

website visits

1000+ shares

…tapping into culturally relevant conversations

…being first to market to break news of key changes affecting our customers

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…and also tapping into the nations love for dogs!

200+ dog photos

submitted in 24 hours

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Showing we care, by

proactively checking up on

customers

Being positively surprising at

the right moments

Having a 1-2-1 connection with customers in a way that cannot be achieved via traditional formats

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This is just the start…

- The Post Office is on a journey

- We have a fantastic opportunity as a trusted brand and multiple customer touch points to build a stronger relationship with our customers

- Our customer brand promise helps provide direction for business change and our go forward digital & data strategy

- Having a clear tone of voice and compelling and engaging content is key to our future success

- There is opportunity to do more…

HOW NOT TO BE DIGITAL LANDFILL

Alex NaylorDirector, Marketing

communications, planning and development

Barclaycard

sensis annual social media report 2015

HAVE A PURPOSE

CONTRIBUTE TO CULTURE

INTEGRATE. INTEGRATE. INTEGRATE.

THANK YOU

BRANDS AS PUBLISHERSLearn more here:

www.oliver.agency/brands-as-publishers