1. Engaging a team to create
Content that counts:
Engaging a team to create
30 March 2017
Ben Luger Marketing Communication Specialist

2. Background to Ecosurety
Producer responsibility compliance

3. A selection of our 1,400+ members

4. 4 = 3 = 600+ = 2014 Let’s go way back…. blogs/news per month
content authors
600+ =
website hits/month

5. A new direction – content strategy

6. Strategic marketing consultant
a new direction
Lucinda Brook
Strategic marketing consultant
Me!
Marcoms specialist
Sarah Chidgey
PR consultant

7. 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

8. Utilise our best asset Team of experts
Impossible for a few to cover the many possibilities

9. Content marketing workshop

10. Workshop: Understand the content context

11. Workshop: Finding our content sweet spot

12. Workshop: Mapping to business objectives

13. Workshop: Content brainstorming

14. Workshop: Content process

15. The content tool kit

16. Content creation matrix

17. Capturing content ideas with Trello

18. SEO awareness

19. Content template

20. Stick and carrot

21. The stick
Monthly target – key to get a spread of content

22. The Ecosurety October 2016 content award!
The carrot
The Ecosurety October 2016 content award!

23. October 2016 content award

24. The results – content crazy!

25. We’ve come a loooooooong way!
Now…
8.5 =
blogs/news per month
15 =
content authors
4x =
website hits/month
compared to 2014

26. The content mix Specialist insights Guest blogs Opinion pieces
Member Q&As
Have your say…

27. Not just written content

28. PR traction Quickly identify PR content within the team
Now asked for comment from key team members

29. 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.”

30. Looking ahead… Higher value gated content
White papers, quarterly reports, video…
Smarter, personalised content
Team now has confidence to produce bigger material
Proactively recognising it
Only serve up what

31. 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

32. Over to you…

33. Thank you!