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
Only the best 0.1% of content can go “viral” without a pre-existing community
Hello Flo film
1) I’ll talk about content needing to reflect brand purpose – we re-thought our brand, its role is to help merchants sell and consumer to buy, ultimately to connect them – and so it has a key role in commerce, shopping and spending. And it has a unique perspective due to our data and insights, and our millions of customers and their stories. So we built our content strategy off that – and ensured it contributed to culture and that distribution was truly integrated.
Then a chart on playing into existing communities or cultural phenomena – the two obvious examples are the Jason mansford videos (example attached on ppoint) that were part of the today I will campaign – they are on a barclaycard youtube playlist. And the April fools gags – both the original paywag one and the recent barlcaycard anything film. If you could pull a few stills from these I can talk over and quote engagement stats etc
Hello Flo film
Brands as Publishers - OLIVER's Breakfast Briefing
BRANDS AS PUBLISHERS
THE CURRENT STATE OF
HEAD OF DIGITAL STRATEGY
THE CURRENT STATE OF
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
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.
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:
INVESTMENT AND MUST HAVE’S
What’s clear is that unique, impactful, differentiating, content-driven experiences are becoming as important as
product development itself.
BRANDS AS PUBLISHERS
CONTENT MARKETING MANAGER
We have huge scale and reach
• 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
Changing perceptions through the lens of brand
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)
Post Office is a facilitator – it helps you get all those important things
on your‘To Do’ listsorted
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
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
Simple but universally
Brand Truth Customer promise
Our brand pillars for producing great content
To create a sense of satisfaction - that we are helping you get your
important things done
To give you a smile – to make you like the brand
To make you take a second look – to make you reappraise the
We’ve launched a new site inline with
life stage needs
Our new website highlights the depth and
breadth of what we do
We are creating richer content now to engage our
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
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.
Listening and adding value to the conversation…
Last Posting Dates Gift Wrapping Ideas
We’re getting our message out first
…tapping into culturally
…being first to market to break news
of key changes affecting our customers
…and also tapping into the nations love for dogs!
checking up on
Having a 1-2-1 connection with customers in a way that
cannot be achieved via traditional formats
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
- 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…
HOW NOT TO BE DIGITAL
Director, Marketing communications,
planning and development