"Step 1 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."
"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."
"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. Making it fit for purpose In Vodafone, marketing budgets vary considerably from country to country"
Vodafone provides more than mobile services and can support a business's total communications strategy to improve connectivity, agility, and customer proximity through technology and solutions. The brief aimed to change senior executives' and business owners' perception from a tactical, price-driven supplier to a trusted strategic partner. A content framework centered on genuinely useful, integrated digital content demonstrated understanding of executive challenges and enabled relationship-building through empathy. The framework was designed to be adaptable across industries, map content to every buyer journey stage, and accommodate wide variations in national marketing budgets.
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