Barclays strategy to function more like a newsroom and deliver new content to consumers within three days of conception will roll out to other parts of the business in the coming year.
Speaking at The Drum’s Digital Convergence conference in London today (24 February), Mark Brayton, interactive marketing director at Barclays, explained that over the past several months it has started to hold "editorial" meetings where representatives from across the organisation come together to share the key conversational points and statistics of the week.
It hired a managing editor to lead the content strategy which focuses on both current customers and acquisition.
“Rather than planning campaigns six weeks in advance, we meet on a Tuesday morning to agree on some principle areas. We have all the right stakeholders and channel heads in that room to deliver content within at least 72 hours of that session,” he revealed.
This can range from content to support marketing activity such as Barclays Digital Eagle scheme and Code Playground platfrom to addressing customer concerns.
Brayton claimed it has "transformed" the way the brand communicates, moving from a "microphone" mindset where it was simply pushing communications out to consumers to a strategy based on listening and reacting.
"The challenge was to change from [focusing on] Barclays interests to consumer interests,” he continued. "It’s been a big culture shock but we’ve learnt how to listen. But we can’t just listen, we’ve then got to act quickly."
The "huge progress" it has made has spurred the organisation to roll the strategy out to other departments in Personal and Corporate banking. It will also invest in creating content for other channels in a bid to resonate with a younger audience.
"We’re going to motor ahead with our YouTube strategy this year," he added.
At the conference, Brayton also addressed the threat of Apple Pay to its Pingit service.
He said that the app is currently being looked at to identify ways to improve the experience.
"The experience is good, but it’s still primitive in terms of mobile payment at large," he said.
Rumours have circulated that Apple will launch its mobile wallet and payment service in Europe in the coming months, having last year rolled it out with a plethora of retailers in North America.