Media360: Barclays has moved from 'sales pitch' to content

Nick Baughan: the chief executive at Maxus
Nick Baughan: the chief executive at Maxus

Barclays has replaced the "good old sales pitch" with a clear process for how to push out editorial content.

Claire Hilton, the marketing director for personal and corporate at Barclays, told today’s Media 360 conference in Brighton that the company splits the different types of editorial opportunities based on the response of speed required.

She said: "This allows us to manage resource, priorities and gain the approvals that we need."

In terms of a fast response, Hilton said Barclays put together an article on dos and don’ts for online safety on the same day that a BBC article was published on phishing.

She said there are also times when the company can plan to push out content, for example for the launch of the Barclays mobile banking app for the Apple Watch.

Hilton said Barclays looks at whether the topic is relevant, timely, has a Barclays angle, will deliver something that’s helpful to customers, and whether there is a clear call to action before it decides to publish content.

She continued: "Our differentiating point is how we make decisions. Each story is discussed by the editorial board, everyone has a clear role and helps make a decision. We have empowered group of people there to make those decisions.

"This is an evolving model but it’s fair to say we can get much sharper at this so we are working on how to be smarter."

Nick Baughan, the chief executive at Maxus, said Barclays had a catalyst for change when the Libor crisis hit, and businesses need some kind of catalyst if they are to change their marketing processes.

He said: "Barclays had an emergency from the outside in and had to look at its business operations and how it works with agencies. That catalyst was ready made."

Barclays appointed Maxus to handle its £40 million media business in 2011.

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