Chris Flood, content strategy lead, digital and supporter experiences, Cancer Research UK Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Embedding
Content Strategy
Chris Flood
Cancer Research UK
@FloodMeUp
https://uk.linkedin.com/in/chrisflood1

2. How do we get a
content strategy up
and running?
2

3. “You need to deliver an
omnichannel content
experience, at scale.”

4. “You should create a
compelling vision to
align your stakeholders,
at scale.”

5. “It’s vital to develop
customer synergies
across your content –
position yourself as a
thought leader, at
scale.”

6. “Um, so what should I
do?”
(“And how do I do it at
scale?”)

7. 3 things you can do
7

8. 1. Recognise the context
you’re operating in.

9. Science is important.

10. 10
2. Run some bite-sized
workshops

11. 11
Content Strategy
Statement

12. Content strategy statement
– Single sentence designed to answer the 4 most important questions when it
comes to your content
12
Content strategy statement questions
Audience Who, specifically, is that content for?
User needs Why do those audiences need, or expect content from us?
Business needs What outcomes does providing this content help us achieve?
Content What content should we produce, curate and share?
Ref: Meghan Casey: Content Strategy Toolkit

13. How do I build one?
We’re going <business goal> by providing <adjective> and <adjective> content that
makes <audience> feel <emotion> and <emotion> so that they can <user goal> or <user
goal>.
13
Ref: Meghan Casey: Content Strategy Toolkit

14. We’re going to increase online fundraising registrations by 10% by providing inspirational and
informative content that makes CRUK supporters who want to fundraise in their own way feel
excited and confident so that they can find the fundraising opportunity that’s right for them.
14
Business need
Audience
User need
Content strategy statement

15. Is your content on strategy?
We’re going to increase online
fundraising registrations by 10% by
providing inspirational and informative
content that makes CRUK supporters
who want to fundraise in their own
way feel excited and confident so that
they can find the fundraising
opportunity that’s right for them.
15
On
strategy?
Content pitch
Include a video message from our CEO about
putting the ‘fun’ in ‘fundraising’.
Improve post-registration emails to increase
amount each participant raises.
Redesign ‘get a pack’ page to answer key
questions/barriers to entry people have when
fundraising with us.
Yes
No
No

16. 16
Know
Feel
Commit to

17. KFC in action…
17
Know Feel Commit to
Ref: sunfish.co.uk

18. Businessimpact
User need
Focus
GuideMeh
Drive
Ref: Meghan Casey: Content Strategy Toolkit

19. 19

20. 3. Build a
content strategy MVP…

21. …and test and iterate
from there.

22. People who are smarter than me…
– Meghan Casey – The Content Strategy Toolkit
– Kristina Halvorson & Melissa Rach – Content Strategy for the web
– Sarah Richards – Content Design
– Lisa Welchman – Managing Chaos
– Jeff Gothelf & Josh Seiden – Sense and Respond
22

24. Content strategy:
planning and delivering
standout content
22 February 2018
London
#CharityContent

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