Global Content Marketing
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Is it possible to elevate a brand from product provider to strategic partner?
And get it onto the radar of enterprise-level senior executives across all verticals?
And entrench a brand platform by creating a robust, adaptable and magnetic marketing programme?
And give international teams the tools they need to deploy it?
Yes as it turns out
But Vodafone? They’re just a mobile operator, aren’t they?
Most of us know Vodafone as a mobile phone operator, but their offering is much broader than many people realise. In fact, Vodafone can support a business’s total communications strategy – helping organisations become better connected and more agile, and to get closer to customers with innovative technology and solutions.
To provide Vodafone’s European marketing teams with the wherewithal to change the way senior executives and business owners saw them.
Out with Vodafone, tactical price-driven supplier
In with Vodafone, trusted strategic partner.
Of course, it was going to take much more than an advertising campaign to get Vodafone’s sales team in front of the right people. But what should be the plan of attack?
Building a content framework with actual, useful content
Not to bang a familiar Earnest drum, but these days far too much content doesn’t have any actual…content.
So for Vodafone we concentrated on creating an integrated digital campaign built on a foundation of engaging and useful information that demonstrated Vodafone’s grasp of the issues facing executives today.
This earned Vodafone executive attention and allowed them to build relationships based on real empathy.
Creating a content chameleon
The content framework had to be completely adaptable to any industry sector and map out the relevant content for every stage in the buyer journey.
Every angle had to be covered
Making it fit for anything
In Vodafone, marketing budgets vary considerably from country to country. So the framework was cleverly designed to include a few key pieces that could be employed quickly and cost-effectively. It also enabled sales and marketing to align their messages accordingly.
We began by piloting two verticals: Retail and Healthcare.
Then we followed up with three more – Finance, Smart Cities and Utilities. More are in planning for 2017.
But has it worked?
The results are commercially sensitive and therefore confidential.
Yep. That old chestnut.
But if it helps, we provided the results at the recent B2B Marketing awards – and those judges are pretty hot on the numbers. The programme picked up Best use of Content Marketing.
More importantly, how is it working for Vodafone on the shop floor? We’ll let one of the Sector Sales Managers answer that one:
“We just closed a very large deal with a major UK retailer. Ready Retail was the framework for our approach.”