A new blueprint for content: How O2 Gurus reinvented customer service for the digital age
Principal authors: Joe Smith and Andrew Perkins, VCCPContributing authors: Michael Lee, VCCP; Danny Russell, Teléfonica O2 UK
Introduction
Content is a notoriously loose marketing term. There is no generally accepted definition, or agreement on the role it should play for brands, or how it should be measured. Agencies and clients struggle to employ content beyond merely amplifying major campaigns.
Yet the commercial and brand potential of video content in particular is indisputable. YouTube has become the second largest search engine (behind Google)....