Selling Content Internally: Achieving Executive Buy-in

22
@newscred Gill Worby Head of Digital Marketing Virgin Media Selling Content Internally: Achieving Executive Buy-In

Transcript of Selling Content Internally: Achieving Executive Buy-in

Page 1: Selling Content Internally: Achieving Executive Buy-in

@newscred

Gill WorbyHead of Digital

MarketingVirgin Media

Selling Content Internally: Achieving Executive Buy-In

Page 2: Selling Content Internally: Achieving Executive Buy-in

Gill WorbyHead of Digital Marketing

Page 3: Selling Content Internally: Achieving Executive Buy-in

Content

Page 4: Selling Content Internally: Achieving Executive Buy-in

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

Page 5: Selling Content Internally: Achieving Executive Buy-in

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

Page 6: Selling Content Internally: Achieving Executive Buy-in

Content Marketing: Our Story

Page 7: Selling Content Internally: Achieving Executive Buy-in

Content Marketing: Our Story

Mapping out the approach

Educate

Evaluate

Execute

Page 8: Selling Content Internally: Achieving Executive Buy-in

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

Page 9: Selling Content Internally: Achieving Executive Buy-in

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

Page 10: Selling Content Internally: Achieving Executive Buy-in

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

Page 11: Selling Content Internally: Achieving Executive Buy-in

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

Page 12: Selling Content Internally: Achieving Executive Buy-in

Audit

Page 13: Selling Content Internally: Achieving Executive Buy-in

Content Marketing: Our Story

The language of Content Marketing

Campaign ‘Hero’ Content

Always on

‘Hub’ Content

Conversion

‘Hygiene’ Content

Content storytelling

Page 14: Selling Content Internally: Achieving Executive Buy-in

Content Marketing: Our StoryContent Marketing: Our Story

Page 15: Selling Content Internally: Achieving Executive Buy-in

Content Marketing: Our Story

Page 16: Selling Content Internally: Achieving Executive Buy-in

Content Marketing: Our Story

VR 360

Utility

Influencers

A snapshot of what we’ve done so far

Page 17: Selling Content Internally: Achieving Executive Buy-in

Content Marketing: Our Story

Virtual Reality / 360 House Party

Content Marketing: Our Story

VR 360Virtual Reality / 360 House Party

Page 18: Selling Content Internally: Achieving Executive Buy-in

I

LINEUP BUILDER

:=I

( Back

<

T

PICK FORMATION

3-5-2

Next >

>

SELECT YOUR PLAYERS

Page 19: Selling Content Internally: Achieving Executive Buy-in

Content Marketing: Our StoryGaming Influencers

Page 20: Selling Content Internally: Achieving Executive Buy-in

The next chapter for VM...

Page 21: Selling Content Internally: Achieving Executive Buy-in

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

Page 22: Selling Content Internally: Achieving Executive Buy-in

Thanks.