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The perfect content strategy
ContributorsWill Straw - Lessons from the
Stronger In campaignWill directed the biggest British political campaign in modern times, the cross-
party Britain Stronger In Europe campaign. He will tell the story of how the campaign was constructed, from
market segmentation, to delivering the strategy on message, in volume, over
time. He will draw on the lessons for membership organisations. He has previously worked at The Institute for
Public Policy Research and as a senior policy officer at HM Treasury.
Contributors
Gay Flashman - Learn from the best: how to make content work for your organisationGay is a former Managing Editor of
Channel 4 News & Channel 5 News and an experienced media consultant. She is
CEO of content marketing agency Formative Content, which develops multi-platform content for clients including The
World Economic Forum and the Global Education & Skills Forum
formativecontent.com
Contributors
Graham DuffillGraham is a former news editor of The Times and online editor of The Sunday-Times. In its 11 years Page Lizard has
worked with clients including newspapers, magazines, membership organisations,
corporates and the travel industry. Graham has independently consulted on the UK government website and the FT
Attendees
Institute and Faculty of Actuaries Institution of Engineering and TechnologyThe Royal College of OphthalmologistsAgile Business ConsortiumFederation Against Software TheftCloud Industry ForumChartered Institute of LinguisticsRoyal College of General PractitionersChartered Institution of Highways & TransportationSwedish Chamber of Commerce
Royal College of Emergency MedicineFire Industry AssociationChartered Institute of Legal ExecutivesRoyal College of Obstetricians and GynaecologistsRoyal Aeronautical SocietyInstitute of DirectorsInstitute of Trade Mark AttorneysSociety of Experimental BiologyLondon Institute of Banking and Finance
• Knowing your audience – who are
they?
• How do you reach them – where are
they?
• How do you talk to them – what is the
right content and how do you source it?
Workshop 1 – Who are they?
Your audience will be made up of different communities.
Please list them and then fill-out a profile card for each type.
Example – The Royal Society of Eggs1. Fellows who are academics who teach egg science (FRSE)
2. Members who produce eggs (MRSE)
3. Industry partners - supermarkets and retailers who distribute eggs (MRSE)
4. Students of egg science and those sitting qualifications as egg scientists (MSE)
5. School-children who study biology and might consider studying egg science
6. The public who buy eggs and the lobbying industry who fight for the importance of eggs
Workshop 1 – Who are they?
Rate yourself out of 10 on how you think you are currently catering for each profile through the content you produce.
Make notes about any known strengths or weaknesses.
Workshop 2 – Where are they?
List all of the distribution channels you currently use to get your content out to your members.
Mark against it as a % how much effort or budget you estimate goes into each channel.
Royal Society of Eggs channels
501555
1555
RSegg websiteEmail newsletterTwitter Blogs‘Sunny Side Up’ – our membership magazine‘Eggtastic!’ – our quarterly schools magazineEgg Industry briefing bulletins for industry partners
Not used:You Tube, VimeoPinterestSnapchatFacebook
Workshop 2 – Where are they?
Add to each profile card which of the channels listed are most relevant to that individual.
Score yourself out of 10 for relevance – 10 being a direct hit, 1 being unlikely to reach them.
Where are they really?
Who am I ?
6-15 16-34 35-54 55+
Profile A
Profile B
Profile C
Profile D
Who was who?
Profile A 55+
Profile B 6-15
Profile C 35-54
Profile D 16-34
Workshop 3 – How do you talk to them?
Make a list of all the content you are currently generating. From where is it sourced and how is it distributed? On your profile card list which content you are currently creating is most relevant to each member profile and score it on the 10-1 criteria for direct hit or tangential.
Royal Society of Eggs content
News for the website – from comms and marketing team
Events / upcoming info for website – as above, plus events team
Email newsletters – marketing and comms team
Twitter and Blog – social media team
‘Sunny Side Up’ – outsourced agency in conjunction with membership team
‘Eggtastic!’ – as above
Egg Industry briefing bulletins – Fellows, industry partners and our specialist groups ie Egg Standards Body, poultry welfare group
Workshop 3 – How do you talk to them?
Give your profile cards to your buddy/neighbour (provided they are not from the same organisation).
Take the role of the person in the profile and tell your buddy what content you would be most interested in.
They should makes notes on your profile card.
Have a free hand and be creative – you are the customer so budget and resources are not your concern.
Looking back now did you have a ‘content strategy’?
To what extent was your content production and distribution based on:
• Just doing what we have always done because that’s the way its done
• Working with the constraints of the systems and resources we have
• Sending them the messages that we wanted to broadcast
• The organisation doing what is most convenient for it
What do you have to change in order to:
• Deliver the content I know my audience most wants to receive
• Create content with their interest clearly in mind
• Listen to them and pay acute attention as to what gets the best response
• Inviting them to participate
• Match delivery with the best response (ROI)
