Content strategy – our approach
Richard Hudson
Director of Marketing and Digital
blah blah
blahlah
blahblah
blah
blah
blah
blah
blah
blah
blahblah
blah
blah blah
blah
blah
Our content principles
• Tell me something I don’t know
• Entertain me
• Be timely
• Always be relevant
• Learn and improve
Our
challenges
1. Talent
Multi-disciplined content team
+ 15 bloggers, including chief executive
+ teams curating page content
Mandatory Chief Executive buy in
2. Technology(is changing)
Mobile growth
Mobile in May > 63%
Hello
2. Platforms(are changing and growing)
Content octopus
http://www.bigactivities.com/coloring/sea/octopus/octopus.php
Website
content
Content octopus > pick your battles
3. Habits(continue to change)
http://guestofaguest.com/wp-content/uploads/2009/12/facebook_addict.jpg
Peak times: 8 > 12 > 8
The power
of content
Beat it Now! campaign
• Meningitis can affect
anyone
• Many different strains
• No vaccine for all
types
• It can result i...
Our challenge – meningitis B
• New meningitis B
vaccine licensed as
safe in January 2013
• Privately available -
up to £60...
Time lost =
lives lost
Campaign toolkit
1. Thunderclap
How it works
• Thunderclap sends
out a message on
many platforms at
the same time,
creating a wave of
atten...
Results
• Over 1 million
people reached
How we could
improve
• More direct
message
• Landing page with
stronger call to
ac...
2. Live events
On the ground –
• Highlight work
• Authentic
• Make people feel
involved, connected -
we created a
movement...
3. Sharing
- Create sharable content on all networks – do the
simple things
- If you don’t ask you don’t get
- Website: pr...
The Campaign - Beat it Now!
• Petition – online over 13,000
signatures
• (36,500 handed in to Downing Street and Dept of
H...
Update – campaign success!
Breaking the news
• First tweet + Facebook post
reached 1 million
• 2.6 million people reached in
just 3 days
• 50% increa...
Key learning
• Two different post types broke the vaccine news
• 200 shares vs 2600 shares
• Custom short link
• Image siz...
Viral
Meningitis
Week
Viral Meningitis Week
• Viral meningitis can
affect anyone
• Misconception that viral
meningitis is a ‘mild’
disease
• Vir...
#VocalAboutViral
Our challenge – get people
#VocalAboutViral
• Meningitis Now launched
their 2nd National Viral
Meningitis Week
• Each day ...
Actions
Campaign toolkit
Additional campaign elements
Results…
Website and App
Website
• 26k visits
• 58k page views
• 83% new visitors
• 14k viral page views – only 249 were unique
• T...
Social
• Facebook reach – 1 million
• New Facebook fans – 1.8 k
• Facebook ad – 76k – 10% to website
• Facebook posts shar...
Our top content strategy tips
• Start with your business
plan
• Understand your audience
needs
• Be clear about what you
w...
@MeningitisNow
www.MeningitisNow.org
Content is king, CharityComms South West Regional Group, 13 June 2014, http://www.charitycomms.org.uk
Content is king, CharityComms South West Regional Group, 13 June 2014, http://www.charitycomms.org.uk
Content is king, CharityComms South West Regional Group, 13 June 2014, http://www.charitycomms.org.uk
Content is king, CharityComms South West Regional Group, 13 June 2014, http://www.charitycomms.org.uk
Content is king, CharityComms South West Regional Group, 13 June 2014, http://www.charitycomms.org.uk
Content is king, CharityComms South West Regional Group, 13 June 2014, http://www.charitycomms.org.uk
Content is king, CharityComms South West Regional Group, 13 June 2014, http://www.charitycomms.org.uk
Content is king, CharityComms South West Regional Group, 13 June 2014, http://www.charitycomms.org.uk
Content is king, CharityComms South West Regional Group, 13 June 2014, http://www.charitycomms.org.uk
Upcoming SlideShare
Loading in …5
×

Content is king, CharityComms South West Regional Group, 13 June 2014, http://www.charitycomms.org.uk

2,065
-1

Published on

Richard Hudson, director of digital and marketing, Meningitis Now

Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,065
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
2
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Content is king, CharityComms South West Regional Group, 13 June 2014, http://www.charitycomms.org.uk

  1. 1. Content strategy – our approach Richard Hudson Director of Marketing and Digital
  2. 2. blah blah blahlah blahblah blah blah blah blah blah blah blahblah blah blah blah blah blah
  3. 3. Our content principles • Tell me something I don’t know • Entertain me • Be timely • Always be relevant • Learn and improve
  4. 4. Our challenges
  5. 5. 1. Talent
  6. 6. Multi-disciplined content team + 15 bloggers, including chief executive + teams curating page content
  7. 7. Mandatory Chief Executive buy in
  8. 8. 2. Technology(is changing)
  9. 9. Mobile growth
  10. 10. Mobile in May > 63%
  11. 11. Hello 2. Platforms(are changing and growing)
  12. 12. Content octopus
  13. 13. http://www.bigactivities.com/coloring/sea/octopus/octopus.php Website content Content octopus > pick your battles
  14. 14. 3. Habits(continue to change)
  15. 15. http://guestofaguest.com/wp-content/uploads/2009/12/facebook_addict.jpg
  16. 16. Peak times: 8 > 12 > 8
  17. 17. The power of content
  18. 18. Beat it Now! campaign • Meningitis can affect anyone • Many different strains • No vaccine for all types • It can result in limb loss, hearing loss, brain injury and death • One of the most feared diseases of young parents
  19. 19. Our challenge – meningitis B • New meningitis B vaccine licensed as safe in January 2013 • Privately available - up to £600 per child
  20. 20. Time lost = lives lost
  21. 21. Campaign toolkit
  22. 22. 1. Thunderclap How it works • Thunderclap sends out a message on many platforms at the same time, creating a wave of attention. • Free to use
  23. 23. Results • Over 1 million people reached How we could improve • More direct message • Landing page with stronger call to action
  24. 24. 2. Live events On the ground – • Highlight work • Authentic • Make people feel involved, connected - we created a movement From the sofa – • Dual screening • Build brand awareness • New audiences
  25. 25. 3. Sharing - Create sharable content on all networks – do the simple things - If you don’t ask you don’t get - Website: pre-populated shares (tweets and fb) - Sharing real stories – peer reinforcement - Real success: Tagging – call to action to tag friends
  26. 26. The Campaign - Beat it Now! • Petition – online over 13,000 signatures • (36,500 handed in to Downing Street and Dept of Health) • Trailer around the UK • Case studies in local and national press • Political pressure – support from 135 MPs • (supporters to email and write to their MPs) • Recruited new celebrity ambassadors
  27. 27. Update – campaign success!
  28. 28. Breaking the news • First tweet + Facebook post reached 1 million • 2.6 million people reached in just 3 days • 50% increase in unique web visits from social media • Brand trending on Twitter in the UK • All from 8k Twitter followers
  29. 29. Key learning • Two different post types broke the vaccine news • 200 shares vs 2600 shares • Custom short link • Image size 403 x 403 • Simple image • Eye catching • Call to action
  30. 30. Viral Meningitis Week
  31. 31. Viral Meningitis Week • Viral meningitis can affect anyone • Misconception that viral meningitis is a ‘mild’ disease • Viral meningitis affects an estimated 5,000 people a year • Our survey showed that viral meningitis left 97% of sufferers with debilitating after-effects
  32. 32. #VocalAboutViral
  33. 33. Our challenge – get people #VocalAboutViral • Meningitis Now launched their 2nd National Viral Meningitis Week • Each day of the week we were being vocal about the true impact of the disease • Letting people know that we are here to support everyone affected
  34. 34. Actions
  35. 35. Campaign toolkit
  36. 36. Additional campaign elements
  37. 37. Results…
  38. 38. Website and App Website • 26k visits • 58k page views • 83% new visitors • 14k viral page views – only 249 were unique • Top referrers – Facebook mobile and Instagram • Visits up by 128% App • App downloads 308 • Up 75%
  39. 39. Social • Facebook reach – 1 million • New Facebook fans – 1.8 k • Facebook ad – 76k – 10% to website • Facebook posts shared 9k times • Twitter reach 2m • Most influential tweeters Duncan Bannatyne, Michelle Heaton Dr Ellie and Dr Ranj, Yvie Burnett Tesco Baby club, NHS account and Universities • 21.3k interactions
  40. 40. Our top content strategy tips • Start with your business plan • Understand your audience needs • Be clear about what you want from each channel • Try new things – be prepared to fail • Use what’s happening now – right this second • Use graphics to increase shares and reach new people • Share supporter stories and connect people to your cause • Keep it simple and shareable • Build on previous great content don’t reinvent the wheel • Be authentic
  41. 41. @MeningitisNow www.MeningitisNow.org
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×