Developing digital content to drive supporter journeys | Content strategy conference | 22 February 2018

Developing digital
content to drive
supporter journeys
David Somerville, Fresh Egg

A bit about me
Behavioural Sciences graduate
20 year career in marketing
Strategy director for Fresh Egg
Content and social media
specialism running several digital
content teams and creating strategies
for brands
Fresh Egg | Developing digital content to drive supporter journeys

Some of the people we have helped

What is Customer
Experience (CX)?

Customer Experience (CX)
aims to discover, understand
and report the issues faced
by customers as they look to
interact with a business in
the online and offline
environment.

It gives unique insight on issues
facing businesses and organisations
as customer acquisition, retention
and loyalty (stages of customer
journey) become ever more
complicated
The process seeks out ‘Moments of
Truth’ in a customer journey
In finding ‘Moments of Truth’, the
ultimate aim is to enable businesses
and organisations to change for
the better and improve customer
experience journeys
Why is it important?

Why CX is perfect
for developing a
content strategy

Too much content that’s just produced
without considering what users want
Source: internetlivestats.com

And people are feeling overwhelmed
Source: Demand Gen, 2017

Informed by what needs the
audience has (not just what
the business needs are)
Allows you to focus on
specific areas, rather than
EVERYTHING AT ONCE
Means content auditing can
be simpler
And resulting activity is more
likely to see success quickly –
you are producing content that
you know your users NEED
A fresh approach

From ‘unaware’ to ‘loyalty’
(and back again)

Aware

Same journey, different needs

Consideration

My customer
experience journey
with a charity

I’m a surfer …

But after a storm
it looks like this

“To find out
more about
plastic on the
beaches and
what I can do
about it”

Unaware

I’m UNAWARE of the
impact of “plastic
pollution” and
environmental
charities, such as
Surfers Against
Sewage

Research

Start to research the topic using Google

And see something on my TV…

“I’m now
AWARE of
Surfers Against
Sewage, but
want to find
out more …”

Back to the website, via a Google
“brand search”

Selection

I read the testimonials and benefits

Transaction

Feeling engaged, I decide to become a
member

Leadtime

While waiting for my membership pack
to arrive, I get a ‘welcome email’

Use

“Now I’m a
member I want
to help
more……”

I read more content on their website
about events near me to join

And follow them on Twitter, tweeting a
few questions

Advocacy

On Facebook, I share content with
relevant friends

Loyalty

I’ve actually been a member of SAS since
1991

My CX journey and content

Supporters Fundraisers
Members Staff
Consider your key audiences

Need more insight?
Segment these even further
if required, to ensure you
capture the needs of these
and can provide solutions
for them within the content
strategy

A simple, but effective process
Stakeholder
workshops with
internal people
Devise questions
for your
audience groups
Create Journey Maps
of their experiences
(CXJM)
Confirm audiences
and create Empathy
Maps for each one
Carry out audience
interviews (face-
to-face, telephone,
online)
Focus on
‘Moments of Truth’
for content
strategy

Moments of truth
Moments of Truth
The point at which things go very well or very badly for people

“I searched for
information but
couldn’t find what I
needed”
“I tweeted but no one
replied (and that was
weeks ago)”
“I wanted to check my
donation would be
spent in the right
way”
“I wanted to donate
but couldn’t do so
with PayPal so gave
up”

Building your
content strategy

Identify
‘Moments
of Truth’
Brainstorm
content
solutions
Create your
measurement
plan – KPIs &
Metrics
Prioritise
and
categorise –
‘Now, Next,
Later’
A simple process

Supercharging your
content strategy
with data

Use search, social
and other
performance data
to help build
your strategy

Website
data
(Google
Analytics)
Search data
(Search
Console)
Email
Social media
platform
insights
Quantitative data

Social media
listening
Telephone
and email
enquiries
Face-to-face
contact
Events
Qualitative data

Useful tools for search and social insight

CX + Content
strategy in action

Case study: MindTools

Global online learning and
professional development
company
Growing B2B part of the
business
Limited content on the
website and no content
strategy
Background

What we did

Needs to get internal
sign-off
Want alternatives to
text content
How is the course
content created?
Be clear with charging
structures

Over 80 content ideas were
generated
These were assigned…
Audience group/s
Channel/s (website, social,
email etc)
Content formats
All ideas were put into a
content plan in Asana
Content is now being created
and published
The results

Case study:
‘Good Thinking’ NHS

Every week in London 1 million people
are thought to be suffering with some
form of mental health issue
There is an opportunity to make people
who are ‘unaware’ of having any
wellbeing issues to become ‘aware’
A key outcome of the service needed to
be self-management, rather than use
traditional health services
We were asked to carry out research into
where these people were online and
what their needs were
Background

What we did
Used existing ‘user stories’ and
audience information to create CX
Journey Maps
Carried out extensive targeted
research tracking search behaviours of
Londoners in relation to sleep, stress,
anxiety and depression
Used social listening data from
Twitter, Facebook and other online
communities to identify further
needs
Created a content strategy that has
guided content for the website, social
media and paid advertising channels

The results
“This programme is called Good Thinking and uses
data about online habits along with digital
algorithms to direct Londoners using search terms
such as “can’t sleep” to tailored support and advice.
This is an excellent example of direct-to-consumer
support using data and digital opportunities and
London is to be congratulated.”
Duncan Selbie
Chief Executive, Public Health England

Understanding the
needs of your
supporters (potential
customers) is vital
Use CX first to
focus on a specific
area of the business
for your content
strategy
Ensure you carry out
CX for different
audience groups,
mapping their
different needs and
experiences
Supercharge your
content strategy with
quantitative and
qualitative data
CX + Content strategy =
a winning combination

FreshEggUK @FreshEgg freshegguk fresh-egguk
www.freshegg.co.uk
Sharing the value of experience.
Thank you.
Any questions?

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

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Developing digital content to drive supporter journeys | Content strategy conference | 22 February 2018

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Developing digital content to drive supporter journeys | Content strategy conference | 22 February 2018