‘How the BBC uses an audience-led online content strategy’ – ‘Econsultancy’ Blog
Jack Simpson says, “Earlier this week I attended a talk by Alex Ayling, head of BBC Worldwide Digital Studios, an in-house creative team responsible for the broadcaster’s digital output.
In this post I’m going to cover some key points about the BBC’s strategic approach to planning and creating online video content.
Ayling, who was speaking at Socialbakers’ Engage 2015 event in London, believes an audience-led approach is necessary because of the way content consumption has evolved over the years.
Anyone with a connected device can be a publisher or storyteller now. Brands are not just competing with other brands or publishers. They’re competing with anyone who has a phone in their pocket.
The threat, Ayling says, is not necessarily that branded content is going to lower in quality, but rather it is going to gradually become less relevant to its intended audience“.
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