selling content internally: achieving executive buy-in
TRANSCRIPT
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@newscred
Gill WorbyHead of Digital
MarketingVirgin Media
Selling Content Internally: Achieving Executive Buy-In
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Gill WorbyHead of Digital Marketing
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Content
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Content Marketing: Our Story
We know it’s harder than ever before to gain people’s attention
We suffer from the tyranny of choice
Coupled with a dwindling attention span
2000 201
5
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Content Marketing: Our Story
But consumption of snackable, sharable content is increasing
In the UK, predicted to be
an hour a day per UK person
24% of all mobile audio
time, outstripping
music
Watched 81,582,740 times. The
equivalent of Germany’s population
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Content Marketing: Our Story
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Content Marketing: Our Story
Mapping out the approach
Educate
Evaluate
Execute
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Content Marketing: Our Story
Content
Deepens understanding of the brand
Advertising
Raises awareness of the brand
Showcases the brand
Drives eyeballs
Starts the story
Brand-led
Demonstrates the brand
Drives engagement
Continues the story
Audience-led
Playing different roles in the overall mix
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Content Marketing: Our Story
Investment in content will make us more efficient
Long term
Investment
Short term
Content
Share of mind
££
Engagement
Advertising
Share of voice££££
Awareness
Channel
Metric
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Content Marketing: Our Story
Value #1:Content is lasting and permanent
Value #2:Content serves two masters: your customers and search
engines
Value #3:Content gains trust; trust gains customers
Value #4:Content speaks to sceptical Millennials better than
advertising
The 4 core values to producing and delivering content marketing
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Content Marketing: Our Story
Applying this to the
business
Content architecture
Content
council
creation
External insights
Internal insights
Audit
Understanding the consumer, company and competitor content offering and
needs.
Organise
Creating a Content Council with the
right people to make, approve
and deliver content
Plan
Creating a collaborative, agile approach
tocontent creation and distribution
that drives business results from the outset
Deliver
Refining the approach to flex between different platforms, audiences and products for a consistent
but tailored strategy
Developing an approach and identifying relevant opportunities
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Audit
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Content Marketing: Our Story
The language of Content Marketing
Campaign ‘Hero’ Content
Always on
‘Hub’ Content
Conversion
‘Hygiene’ Content
Content storytelling
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Content Marketing: Our StoryContent Marketing: Our Story
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Content Marketing: Our Story
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Content Marketing: Our Story
VR 360
Utility
Influencers
A snapshot of what we’ve done so far
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Content Marketing: Our Story
Virtual Reality / 360 House Party
Content Marketing: Our Story
VR 360Virtual Reality / 360 House Party
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I
LINEUP BUILDER
:=I
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PICK FORMATION
3-5-2
Next >
>
SELECT YOUR PLAYERS
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Content Marketing: Our StoryGaming Influencers
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The next chapter for VM...
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Content Marketing: Our Story
1. This is a journey with people, budget and agency implications. Have a clear approach and keep refining.
2. Make it relevant to delivering the goals of your business
3. Get buy in at all levels – educate and re-educate people at every opportunity
4. Create processes to ensure collaboration (not one person/ team owns content but it does need a leader)
Top tips for selling in Content Marketing
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Thanks.