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. @newscred Gill Worby Head of Digital Marketing Virgin Media Selling Content Internally: Achieving Executive Buy-In
- 2. Gill Worby Head of Digital Marketing
- 3. Content
- 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
- 6. Content Marketing: Our Story
- 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
- 15. Content 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
- 22. Thanks .