Always On Social and Content

  • George Harding

As with many business to business companies, keeping up a share of voice is vital, and there is no exception in the inflight connectivity industry where Inmarsat resides. Being the sole project manager and client serviceman, I work closely with our content planning team to ensure Inmarsat has a steady stream of thought leading content. This involves speaking to industry experts, airline customers and partners to explore the ever changing trends in an ever changing industry. Whilst manning a content makelist, I am always involved in every content deliverable – from the briefing stage, through creative/production and the delivery to the client. Furthermore, I also manage a yearly paid social budget, which we utilise to hyper target our customer audience (which is only 5,000 airline decision makers around the globe). The niche audience we go after means working frequently with our social team to identify our best performing channels and content ideas. At the end of every campaign I deliver a deck to the client which shows output and performance of each post, of which I then identify learnings from that campaign to be utilised for the next. Every month presents new challenges in this constant work stream, whether that is new market trends to address, new industry events to create bespoke social/content for, or even interviewing new customers – it is a work stream that keeps me on my toes and allows me to keep on learning about a very complex client.