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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...
Content Marketing: Our Story
But consumption of snackable,
sharable content is increasing
In the UK, predicted to
be an ho...
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
Showcase...
Content Marketing: Our Story
Investment in content will
make us more efficient
Long term Investment Short term
Content
Sha...
Content Marketing: Our Story
Value #1:
Content is lasting and permanent
Value #2:
Content serves two masters: your custome...
Content Marketing: Our Story
Applying
this to
the
business
Content
architecture
Content
council
creation
External
insight
...
Audit
Content Marketing: Our Story
The language of ContentMarketing
Campaign
‘Hero’
Content
Always on
‘Hub’
Content
Conversio
n
...
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 Ho...
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 k...
Thanks
.
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Selling Content Internally: Achieving Executive Buy-in

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Gill Worby, Head of Digital Marketing at Virgin Media, explains how Virgin Media tackles their challenges of implementing content marketing, achieving executive buy-in, and tracking ROI.

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Selling Content Internally: Achieving Executive Buy-in

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

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