Engaging a team to create Content that counts: Engaging a team to create 30 March 2017 Ben Luger Marketing Communication Specialist www.ecosurety.com bluger@ecosurety.com
Background to Ecosurety Producer responsibility compliance
A selection of our 1,400+ members
4 = 3 = 600+ = 2014 Let’s go way back…. blogs/news per month content authors 600+ = website hits/month
A new direction – content strategy
Strategic marketing consultant 2015 - a new direction Lucinda Brook Strategic marketing consultant Me! Marcoms specialist Sarah Chidgey PR consultant
2015 - a new direction Raise the profile of our team as experts in their field Better demonstrate our values, experience and lobbying efforts Be the go-to resource for environmental compliance = More members
Utilise our best asset Team of experts Impossible for a few to cover the many possibilities
Content marketing workshop
Workshop: Understand the content context
Workshop: Finding our content sweet spot
Workshop: Mapping to business objectives
Workshop: Content brainstorming
Workshop: Content process
The content tool kit
Content creation matrix
Capturing content ideas with Trello
SEO awareness
Content template
Stick and carrot
The stick Monthly target – key to get a spread of content
The Ecosurety October 2016 content award! The carrot The Ecosurety October 2016 content award!
October 2016 content award
The results – content crazy!
We’ve come a loooooooong way! Now… 8.5 = blogs/news per month 15 = content authors 4x = website hits/month compared to 2014
The content mix Specialist insights Guest blogs Opinion pieces Member Q&As Have your say…
Not just written content
PR traction Quickly identify PR content within the team Now asked for comment from key team members
Feedback from the team “I’ve really enjoyed sharing my experience and learning to make this relevant and interesting to different audiences beyond our existing customers. My three biggest learnings? Publish regularly, take on board feedback and respond to comments, and stick to a common theme.” “It’s really refreshing to spend time on website content away from the day-to-day job, I’d recommend it to anyone. The most important thing is to write about subjects that interest you.”
Looking ahead… Higher value gated content White papers, quarterly reports, video… Smarter, personalised email content Team now has confidence to produce bigger material Proactively recognising it Only serve up what
Key learns Don’t forget how daunting it can be… Regularly feedback on performance Cut through the noise - encourage targeted, niche content Make it fun! Everyone loves a little competition
Over to you…
Thank you! www.ecosurety.com