The challenge

Content Management and Creation

Key responsibilities included:

• Develop and implement a content strategy that aligns with the organisation's goals and target audience
• stablishing a editorial content calendar
• Identification and management of digital marketing channels
• Management of content writers
• Content performance analysis

Steps in Process

1. Define audience: To understand our target audience, I worked with internal stakeholders to understand the challenges and objectives of our clients and thus our target audience. Through a series of content workshops, I was able to gather feedback from which I identified content topics.
2. Identify content channels: Previously Hart Square had only used blogs and guides to distribute their content. Through researching competitors the marketplace, I identified that we could expand channels to include infographics, podcasts, social media, videos and testimonials and case studies.
3. Content Planning: I established a content calendar using AirTable in which I would distribute content topics across the different channels. I owned beginning-to-end content creation across all digital platforms and ensure consistency in branding, format and style. This involves reviewing all content created by contributing writers for accuracy, quality control and adherence to brand style as well as implementing best SEO practices.
4. Promotion and Monitoring: I developed a plan to promote each content item which also included creating a social media calendar and initiating an Insights newsletter to 8000+ email subscribers. I collated and evaluated analytics through Google Analytics and social media analytics tools, to derive insights and identify improvements to increase engagement and audience retention. I presented these statistics and analytics to senior leaders to keep them informed of the successes and developments.

Deliverables

• Content calendar
• Content publication
• Social media planner
• Content newsletter

Results

• Range of content produced including blog articles, guides, case studies, infographics, videos and podcasts.
• Increased traffic to website, collectively resulted in a 44% increase in organic traffic to website.

Challenges and lessons learnt

• A key challenge which I often faced was unexpected changes to calendar as content would not always come through on the deadline. To overcome this issue I created a ‘backlog’ of content to fall back which ensure the continued publication of content. I would also repurpose content into new forms, for example a webinar written up into a blog. This would reduce the time taken to produce a new piece of content and also allow for the optimisation of content we have already produced.