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

1. Establishing your brand as a trusted source of information
Shouting louder than Dr.Google

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. 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. SomeAsthma context
• 5.4m people (1.1m children and 250,000 people with severe
asthma)
• Better diagnostics urgently needed

5. In five points
The Information Standard

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. Eight ways we shout louder

8. 1) Find out what people want

9. 1) Find out what people want

10. 1) Find out what people want

11. 1) Find out what people want

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. 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. 2) Balance clinical and personal

15. 2) Balance clinical and personal

16. 2) Balance clinical and personal

17. 2) Balance clinical and personal

18. 3) Recycle and repurpose

19. 3) Recycle and repurpose

20. 3) Recycle and repurpose

21. 3) Recycle and repurpose

22. 3) Recycle and repurpose

23. 3) Recycle and repurpose

24. 3) Recycle and repurpose

25. 3) Recycle and repurpose

26. 3) Recycle and repurpose

27. 3) Recycle and repurpose

28. 3) Recycle and repurpose

29. 3) Recycle and repurpose

30. 4) Speak to new audiences

31. 5)Accept that things will change…

32. 6) But do prioritise updates

33. 7) Read the room

34. 7) Read the room

35. 7) Read the room

36. 8) If at first you don’t succeed…

37. Try…

38. Try…

39. Try…

40. Try again!

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. 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. 27 April 2017
London
#CharityContent
Content marketing
– planning, delivering and distributing
stand-out content