OLIVER's breakfast briefing held on the 3rd November covered some of the latest trends in content, including brands adopting publishing models. Speakers Peter Markey from Post Office and Alex Naylor from Barclaycard shared their tips and knowledge around what works in content marketing. Learn more about our latest report "Brands as Publishers" here: www.oliver.agency/brands-as-publishers

1. BRANDS AS PUBLISHERS
WELCOME
@OLIVER_Agency
#BrandsAsPublishers

2. THE CURRENT STATE OF
CONTENT MARKETING
DWAIN THOMAS
HEAD OF DIGITAL STRATEGY
@dwainthomas

3. THE CURRENT STATE OF
CONTENT MARKETING
Content marketing has famously been
described as "all the marketing that is left"
by Seth Godin
And with almost all businesses now
investing in this area, how can you make
sure your content not only stands out from
the crowd, but adds to your business
strategy?

4. TRENDS IN DIGITAL STRATEGY

5. TRENDS IN CONTENT
The customer relationship is
more complicated than ever.
The idea of the customer, conversation, and
community is changing.
Social media is evolving from an earned media
process to a paid media strategy.
Owned media is the differentiator, but it seems
to have the biggest cultural roadblocks.

6. DEFINING GOALS

7. TIPS AND TECHNIQUES
Twisting but promising road ahead
Companies like Marriott are creating in-house content studios.
Blue-chip companies like GE are creating television series and
long-form content as part of their brand strategies.
Brands like Starbucks are partnering with well-heeled journalists to
run content initiatives.
Credit-card companies like Capital One are acquiring user-
experience and content-creation agencies to make digital
customer-experience design an in-house competency.
Publishers like The New York Times, The Wall Street Journal, The
Guardian, and Condé Nast have launched content-creation
agencies to help other brands develop quality content.
Change is really happening. And simultaneously, the complexity of
marketing is growing every day:

8. INVESTMENT AND MUST HAVE’S
What’s clear is that unique, impactful, differentiating, content-driven experiences are becoming as important as
product development itself.

9. BRANDS AS PUBLISHERS
CARINA JEPPESEN
CONTENT MARKETING MANAGER
@carina_claire

13. EXAMPLES OF BRANDS WHO
ARE PUBLISHERS

14. IT DOESN’T NEED
TO TAKE A CENTURY…

15. JAMIE OLIVER DID IT IN
JUST 2 YEARS.

16. BRANDS AS PUBLISHERS
Learn more here:
www.oliver.agency/brands-as-publishers

17. Oliver Breakfast Briefing
The Post Office
Pete Markey
Chief Marketing Officer
November 2015

18. 18
What is your perception of the Post Office?

19. 19
Does it conjure up images like this?

20. 20
So how big a job do we have?

21. The Post Office by numbers

22. 22
We have huge scale and reach
22
• 17-18m customers visit our branches every week
• 45m online visits per year
• 3m passport renewals per year
• 132 products we can sell… but our 4m ‘active’ customers have average
product holding of 1.2
• 2nd most trusted UK brand

23. 23
Lots of customer touch points

24. 24
We’re in the middle of the biggest retail transformation in
the UK

25. 25
Transforming our branches

26. 26
Changing perceptions through the lens of brand

27. We have a customer brand promise to
provide focus and direction
We tested a number ofpotential positionings using neuroscientific
research (capturing memory encoding, attention, engagement,
emotional intensity andapproach/withdrawal)
The findings:
Post Office is a facilitator – it helps you get all those important things
on your‘To Do’ listsorted
CONSISTENCYCONVENIENCE
COMFORTCONFIDENCE
We help you
get the important things
in life done
There’s nothing that beats
the buzz of achieving the
important stuff in your life
(your dream home, a new
business, even a holiday!).
And yet, accomplishing the
important stuff in life can be
fraught with complexity,
which costs time, effort and
stress
The Post Office is the
home of the important
stuff in life. We’re here
to help you sort it simply,
quickly and easily
The Post Office. We
help you get the
important things in
life done
Simple but universally
recognised truth
Brand Truth Customer promise

28. 28
Our brand pillars for producing great content
Purposeful
To create a sense of satisfaction - that we are helping you get your
important things done
Uplifting
To give you a smile – to make you like the brand
Surprising
To make you take a second look – to make you reappraise the
brand

29. 29
Our new content guidelines

30. 30
Putting the guidelines into action

31. We’ve launched a new site inline with
life stage needs

32. Our new website highlights the depth and
breadth of what we do

33. 33
We are creating richer content now to engage our
customers more…

34. We’re constantly listening
We have started using Lithium which is a customer service tool
which allows us to see different streams of customer questions
by product area, ensuring we can react speedily and
appropriately to our customers.
A buzz monitoring tool which allows us to get
realtime customer insight as well as social
monitoring.
We use it to help plan campaigns, obtaining
social insights, run activity reacting to the
moment and measure the impact of a
campaign post activity.

35. 35

36. 36
Listening and adding value to the conversation…
Last Posting Dates Gift Wrapping Ideas

37. 37
We’re getting our message out first
Tweet drove
7000
website
visits
1000+
shares
…tapping into culturally
relevant conversations
…being first to market to break news
of key changes affecting our customers

38. 38
…and also tapping into the nations love for dogs!
200+ dog
photos
submitted in
24 hours

39. 39
Showing we
care, by
proactively
checking up on
customers
Being positively
surprising at
the right
moments
Having a 1-2-1 connection with customers in a way that
cannot be achieved via traditional formats

40. 40
This is just the start…
- The Post Office is on a journey
- We have a fantastic opportunity as a trusted brand and multiple
customer touch points to build a stronger relationship with our
customers
- Our customer brand promise helps provide direction for business
change and our go forward digital & data strategy
- Having a clear tone of voice and compelling and engaging content is
key to our future success
- There is opportunity to do more…

41. HOW NOT TO BE DIGITAL
LANDFILL
Alex Naylor
Director, Marketing communications,
planning and development
Barclaycard

44. sensis annual social media report 2015

51. HAVE A PURPOSE
CONTRIBUTE TO CULTURE
INTEGRATE. INTEGRATE. INTEGRATE.

52. THANKYOU

53. BRANDS AS PUBLISHERS
Learn more here:
www.oliver.agency/brands-as-publishers