The right content at the right time
Today’s brands are judged more and more by what they say, so having the right content to engage with an audience is essential, especially for a bank like Barclays.
However, banks are not publishers, and Barclays needed help in improving its return on content investment. It also needed to be able to align its content to what people were thinking about, in real time – it was taking six weeks for articles to be published, a lifetime in the digital world.
We mapped social conversations relating to money matters and presented these to the Barclays editorial board to help guide the content they would produce that week. It used our proprietary algorithm – MavenRank – to find influential individuals through which to seed the new content.
These insights were used to present the editorial board with themes that they could use to initiate relevant conversations with customers, providing information, advice, and reassurance that was in-line with what concerned customers.
The quality and clarity of our insights enabled Barclays to make quicker decisions and become more agile, helping to cut its publishing process from six weeks to 72 hours. As a result, on Budget Day, it was able to produce and publish two articles, tailored to both core and ‘Premier’ customers – a first for Barclays.