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Shouting louder than Dr Google: establishing your brand as a trusted source of information | Content marketing conference | 27 April 2017

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Emma Rubach, advice and content manager and Helen Jefferies, health content editor, Asthma 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

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Shouting louder than Dr Google: establishing your brand as a trusted source of information | Content marketing conference | 27 April 2017

  1. 1. Establishing your brand as a trusted source of information Shouting louder than Dr.Google
  2. 2. Emma Rubach Advice and content manager • Information and advice content specialist • Over 10 years’ experience in charity digital • Previously head of content at youth support charity,The Mix • Journalist: The Big Issue, Independent, National Geographic Traveller Helen Jefferies Advice and content editor • Writes digital health advice for people affected by asthma • Produces films, imagery and infographics • Previously: Girlguiding, Townswomen’s Guild, youth charity Envision
  3. 3. 1) Find out what people want 2) Balance clinical and personal 3) Recycle and repurpose 4)Speak to new audiences 5)Accept that things will change 6) Prioritise updates 7) Read the room 8) If at first you don’t succeed… @asthmauk
  4. 4. SomeAsthma context • 5.4m people (1.1m children and 250,000 people with severe asthma) • Better diagnostics urgently needed
  5. 5. In five points The Information Standard
  6. 6. The Information Standard To get the kitemark, make sure content is: • Reacting to a genuine need • Clinically accurate • Current • Regularly reviewed • Relevant to audience • In summary: good journalistic practice
  7. 7. Eight ways we shout louder
  8. 8. 1) Find out what people want
  9. 9. 1) Find out what people want
  10. 10. 1) Find out what people want
  11. 11. 1) Find out what people want
  12. 12. 1) Find out what people want Inhaler pages ✓ Added better images, graphics and video ✓ Answered unfulfilled search terms ✓ Included better subheads Date Range Page views Unique Pageview s Avg. Time on Page Entrance s Bounce Rate % Exit Oct 13, 2016 - Feb 13, 2017 52,692 43,000 00:03:17 32,754 18.85% 63.59 % Jun 11, 2016 - Oct 12, 2016 35,260 32,685 00:04:08 23,570 21.66% 69.56 % Percentage change +49.44 % +31.56% -20.60% +38.96% - 12.99% - 8.59%
  13. 13. 2) Balance clinical and personal • We value evidence above all • BUT sometimes it isn’t there o Perfume o Hay fever ‘hacks’ o Singing and playing music o ‘Asthma andYour Love Life’ survey, 551 answers
  14. 14. 2) Balance clinical and personal
  15. 15. 2) Balance clinical and personal
  16. 16. 2) Balance clinical and personal
  17. 17. 2) Balance clinical and personal
  18. 18. 3) Recycle and repurpose
  19. 19. 3) Recycle and repurpose
  20. 20. 3) Recycle and repurpose
  21. 21. 3) Recycle and repurpose
  22. 22. 3) Recycle and repurpose
  23. 23. 3) Recycle and repurpose
  24. 24. 3) Recycle and repurpose
  25. 25. 3) Recycle and repurpose
  26. 26. 3) Recycle and repurpose
  27. 27. 3) Recycle and repurpose
  28. 28. 3) Recycle and repurpose
  29. 29. 3) Recycle and repurpose
  30. 30. 4) Speak to new audiences
  31. 31. 5)Accept that things will change…
  32. 32. 6) But do prioritise updates
  33. 33. 7) Read the room
  34. 34. 7) Read the room
  35. 35. 7) Read the room
  36. 36. 8) If at first you don’t succeed…
  37. 37. Try…
  38. 38. Try…
  39. 39. Try…
  40. 40. Try again!
  41. 41. 1) Find out what people want 2) Balance clinical and personal 3) Recycle and repurpose 4)Speak to new audiences 5)Accept that things will change 6) Prioritise updates 7) Read the room 8) If at first you don’t succeed… @asthmauk
  42. 42. 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
  43. 43. 27 April 2017 London #CharityContent Content marketing – planning, delivering and distributing stand-out content

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