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Selling Content Internally: Achieving Executive Buy-in
Gill Worby, Head of Digital Marketing at Virgin Media, discusses the importance of content marketing in engaging audiences amidst declining attention spans and increasing consumption of snackable content. The document outlines a strategic approach for content creation that emphasizes education, collaboration, and the need for executive buy-in. Key values of content marketing include building trust, serving both customers and search engines, and creating lasting engagement through tailored content strategies.
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Selling Content Internally: Achieving Executive Buy-in
- 1. @newscred Gill Worby Head ofDigital Marketing Virgin Media Selling Content Internally: Achieving Executive Buy-In
- 2. Gill Worby Head ofDigital Marketing
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- 4. Content Marketing: OurStory 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: OurStory 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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- 7. Content Marketing: OurStory Mapping out the approach Educate Evaluate Execut e
- 8. Content Marketing: OurStory 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: OurStory 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: OurStory 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: OurStory 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
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- 13. Content Marketing: OurStory The language of ContentMarketing Campaign ‘Hero’ Content Always on ‘Hub’ Content Conversio n ‘Hygiene’ Content Content storytelling
- 14. Content Marketing: OurStoryContent Marketing: Our Story
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- 16. Content Marketing: OurStory VR 360 Utility Influencer s A snapshot of what we’ve done so far
- 17. Content Marketing: OurStory Virtual Reality / 360 HouseParty Content Marketing: Our Story VR 360 Virtual Reality / 360 HouseParty
- 18. I LINEUPBUILDER := I ( Back < T PICKFORMATION 3-5-2 Next > > SELECT YOURPLAYERS
- 19. Content Marketing: OurStory Gaming Influencers
- 20. The next chapterfor VM...
- 21. Content Marketing: OurStory 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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