Global publisher BBC has jumped on the content marketing bandwagon, launching a new content marketing team called BBC StoryWorks. The team will sit within BBC Advertising.

The new division will be led by Richard Pattinson, a former BBC, who has been appointed senior vice president of content. The BBC StoryWorks team, based in Singapore, Sydney, New York and London, will span the globe offering clients content solutions built on compelling narratives that will engage audiences.

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.”

Carolyn Gibson, executive vice president, BBC Advertising, added: “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 new team will offer clients:

• Branded content – commercial content owned by the brand.
• Partnered content – content produced in collaboration with advertisers.
• Sponsored content – content produced by the BBC, with advertiser sponsorship.

As well as working with partners on events, research and social media to engage with customers more directly.

Image via The Guardian.