BBC Worldwide, the commercial arm of the BBC, has launched a content marketing team called BBC StoryWorks, sitting within BBC Advertising.
Jelena Li will be the content solutions manager ANZ based in Sydney and will be responsible for implementing the BBC StoryWorks content propositions in this region. Prior to working at the BBC, Li was an advertising sale coordinator for ARN.
The division will be led by Richard Pattinson, a former BBC journalist with more than 10 years’ experience, who has been appointed SVP of content, based in London.
The offering will have teams in Sydney, Singapore, New York and London.
Carolyn Gibson, EVP of BBC advertising, said BBC StoryWorks has been set up to bring BBC editorial quality and values to the fast-moving world of content.
“It brings together the boldness and innovative qualities of a creative studio with the agility, responsiveness and timeliness of the news room.”
“It taps into the deep creative strength of the BBC, to deliver content for brands that captures audiences’ attention in ways that no other publisher can.”
The BBC isn't the first news organisation to roll out content marketing offerings, with The Daily Mail launching a content offering also headed by a seasoned journalist. Publishers locally have also bolstered their content marketing offerings to capitalise on brand interest in the area.
BBC worldwide explained that Pattinson's editorial expertise garnered from roles as a commissioning editor for the BBC’s global news services, a senior broadcast journalist on shows including Newsnight, programme editor for This Week and as a news journalist for the BBC, ITV and CNBC, will ensure he brings newsroom values into this new content marketing team.
BBC StoryWorks will form part of the wider BBC Advertising portfolio and will work in partnership with brands that complement the BBC’s content across BBC Worldwide and BBC Global News Ltd’s digital and TV platforms. These include BBC World News, Top Gear, BBC Good Food, BBC World Service, BBC Worldwide channels and BBC.com.
Pattinson said: “The BBC has many decades’ experience of delivering creative content that intuitively connects – we know how to find the stories that our audience cares about. Now it’s time to put that strength to work and set the bar high for content marketing.”
For more on the world of content marketing check out the special report in the next issue of AdNews magazine (26 June) – get a jump on the presses and subscribe now in both print and on iPad here.
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