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@newscred
Gill Worby
Head of Digital Marketing
Virgin Media
Selling Content Internally:
Achieving Executive Buy-In
Gill Worby
Head of Digital Marketing
Content
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
2015
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
Content Marketing: Our Story
Content Marketing: Our Story
Mapping out the approach
Educate Evaluate Execut
e
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
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
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
Content Marketing: Our Story
Applying
this to
the
business
Content
architecture
Content
council
creation
External
insight
s
Internal
insight
s
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 to
content 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
Audit
Content Marketing: Our Story
The language of ContentMarketing
Campaign
‘Hero’
Content
Always on
‘Hub’
Content
Conversio
n
‘Hygiene’
Content
Content
storytelling
Content Marketing: Our StoryContent Marketing: Our Story
Content Marketing: Our Story
Content Marketing: Our Story
VR 360 Utility Influencer
s
A snapshot of what we’ve done so
far
Content Marketing: Our Story
Virtual Reality / 360 HouseParty
Content Marketing: Our Story
VR 360
Virtual Reality / 360 HouseParty
I
LINEUPBUILDER :=
I
( Back
<
T
PICK FORMATION
3-5-2
Next >
>
SELECT YOURPLAYERS
Content Marketing: Our Story
Gaming Influencers
The next chapter for VM...
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
Thanks
.

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Selling Content Internally: Achieving Executive Buy-in

  • 1. @newscred Gill Worby Head of Digital Marketing Virgin Media Selling Content Internally: Achieving Executive Buy-In
  • 2. Gill Worby Head of Digital Marketing
  • 4. 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 2015
  • 5. 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
  • 7. Content Marketing: Our Story Mapping out the approach Educate Evaluate Execut e
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. Content Marketing: Our Story Applying this to the business Content architecture Content council creation External insight s Internal insight s 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 to content 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
  • 12. Audit
  • 13. Content Marketing: Our Story The language of ContentMarketing Campaign ‘Hero’ Content Always on ‘Hub’ Content Conversio n ‘Hygiene’ Content Content storytelling
  • 14. Content Marketing: Our StoryContent Marketing: Our Story
  • 16. Content Marketing: Our Story VR 360 Utility Influencer s A snapshot of what we’ve done so far
  • 17. Content Marketing: Our Story Virtual Reality / 360 HouseParty Content Marketing: Our Story VR 360 Virtual Reality / 360 HouseParty
  • 18. I LINEUPBUILDER := I ( Back < T PICK FORMATION 3-5-2 Next > > SELECT YOURPLAYERS
  • 19. Content Marketing: Our Story Gaming Influencers
  • 20. The next chapter for VM...
  • 21. 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