On 1 April of last year, Virgin Atlantic pulled a lighthearted prank that resulted in some serious payoff. Richard Branson, founder of the Virgin empire, released an announcement on the company website stating that the airline would be launching a domestic route with a special new feature: a glass-bottom through which passengers could enjoy the British hills and Scottish highlands.At last month’s Wearable Technology Show in London, VA’s IT Innovation and Development Manager Tim Graham reported that the campaign was a success, with very positive customer feedback and plans to further expand trial research and development. The airline is the first in its industry to test Google Glass in these ways, exemplifying its commitment to innovation as well as customer service, while drawing a great deal of attention due to the cutting-edge gadget.
Expansion of first point: Sustainable planning and workflow is essential. Expansion of last point: You have to iterate and be nimble so that you can be successful.
Great marketing is great storytelling - Mark Addis
NewsCred is the leading
content marketing platform.
We’re on a mission to help
brands simplify and scale the
entire content marketing
Plan Source Discover Publish Share Measure
Content marketing is not a tactic.
It’s a long term strategy.
of consumers prefer getting to know a
company via articles rather than ads.
of all web traffic comes from shared
more leads achieved by companies
who have an active blog.
And it has the power to transform your
Three massive trends have
shaped today’s digital ecosystem.
There’s been a fundamental
shift away from banner ads,
towards creating content that
Content is created, consumed
and shared at a speed and scale
never seen before
500 million tweets are posted
every day & 100 hours of video
are uploaded to YouTube every
Brands have acquired massive
audiences across social channels
Marketers are more accountable for
business growth than ever before.
65-90% of the buying process is
complete when the consumer
64% of content marketers say
their biggest challenge is
producing enough content.
- Content Marketing Institute, B2B Research, 2014
1. Think big picture – from brand strategy to
BRAND GOALS BRAND NARRATIVE CONTENT OP’s MEDIA DISTRIBUTION
• Document business and
• Establish KPIs
• Ensure marketing and
• Establish buy in from
• Establish content
themes & principles
• Audience insights and
• Media and community
• Tone of voice
ANALYTICS & MEASUREMENT
• Establish the content
supply chain – approval
• Identify roles &
• Identify influencer and
• Determine technology
• Prioritize storytelling
principles and content
themes to digital
• Deploy converged media
• Establish real-time
- Michael Brito, Edelman
Create a sustainable content workflow.
1. Establish the content supply chain – approval workflows
2. Identify roles & responsibilities
3. Identify influencer and brand advocates (employees/customers)
4. Leverage technology to make workflow easy
Build consistency & cadence with an editorial
1. Perform a content audit: reuse & repurpose existing assets
2. Make room for SEO: build content ideas around valuable keywords
3. Plan ahead, but prepare to be reactive to real-time events
Licensed content drives real ROI.
1. Leverage for TOFU & drive all traffic back to your site
2. Easiest way to pass compliance: licensed content is legal
3. Maintain global brand consistency with hyper-local relevance
3. Map content against the sales funnel.
of consumers spend time
reading content from a
brand that they are
providing content want to
build good relationships
And take chances…
Virgin Atlantic has lead their campaigns with
4. Build audience through a smart
distribution strategy across channels.
Capgemini: 12k new followers on
5. Understand the ROI of your content
AIG: Over 1,000 high-profile
Content marketing is not a tactic. It’s a
long term strategy.
Hyper-relevance is key. Map content
against the sales funnel.
Build a content machine with both
licensed content + original content.
A scalable, sustainable workflow is
essential. Set teams, workflows and
WE’RE HERE TO HELP!