Best use of content

Professional services company Accenture specialises in information technology and consulting, but its challenge is to convince the UK’s most senior business leaders that it both understands and can help with their key issues.

But while it has existing relationships with many of this notoriously difficult to reach elite audience, so too do many of its competitors. To really grab their attention, Accenture needed to do more than simply issue white papers or talking head events.

The solution was to create Tomorrow, Today, a punchy current affairs series, which offers relevant, valuable content while building Accenture’s reputation for action-orientated insight to boost growth.

Hosted by professional broadcaster Oli Barrett MBE, each ten-minute show considers today’s biggest challenges for business. While unscripted, allowing Barrett to naturally quiz Accenture guests on the topic of the day, the themes are curated by an editorial panel to ensure that only the most relevant are debated.

While taking on such meaty topics, Tomorrow, Today also explains them in simple and practical terms. Themes that have already been covered include:

• Is the Metaverse relevant to business?
• How to win the productivity challenge?
• The social shopping revolution
• Hybrid working post-pandemic
• The fight for talent

A bespoke marketing campaign heralds the launch of each episode. Short teaser films are produced to promote each episode, which are shared by Accenture across its social media channels: LinkedIn, Twitter, Facebook and Instagram. They are also promoted through alumni, internal newsletters and social advertising.

Released monthly during peak business seasons, to date 17 Tomorrow, Today episodes have been produced to date across four seasons, and are available for streaming by clients.

In the 15 months after launch, Accenture had engaged one in four of its target UK audience and an unexpected ten per cent of its priority global audience. More than 350 clients have tuned in, including one in four ‘diamond clients’ in the UK and one in ten ‘diamond clients’ globally.

The LinkedIn films have also been viewed more than 25,000 times, with more than 160,000 impressions across all social media channels.

The judges were impressed by the strategy behind this campaign, and by the depth and quality of each episode’s content. As Simon Eaves, chief executive of Accenture UK, puts it: the shows ‘get under the skin of the issues [that really matter to our customers] and explore how to address them’.