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.
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
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
13. Content Marketing: Our Story
The language of ContentMarketing
Campaign
‘Hero’
Content
Always on
‘Hub’
Content
Conversio
n
‘Hygiene’
Content
Content
storytelling
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