Raw London: Overherd November 2018
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Ryan Wilkins, Founder and CEO of Raw London, joined us at Overherd to discuss content strategies for 2019.
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Raw London: Overherd November 2018
- 2. We are a creative agency. We create content campaigns designed to change perceptions.
- 5. Report: Content in the Third Sector 60 leading charities surveyed 50 questions about how they brief, create and distribute their content
- 6. Thinking about the year ahead, do you see video playing more of a role?
- 7. 95% said yes
- 8. If you’re currently using video, do you feel you see ROI in some form?
- 9. 74% said they did
- 10. How many of you have a formal content strategy in place for video?
- 11. Only 34% said they had
- 12. Purpose
- 13. Video Content Mandate We’re going to grow our support by providing moving and relevant content that makes women over 55 feel close to us and positive about us so that they are more willing to help us.
- 14. “We’re going to increase online fundraising registrations by 10% by providing inspirational and informative video 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.” Video Content Mandate
- 15. Video Content Mandate We’re going to <business goal> by providing <adjective> and <adjective> <content> that makes <audience> feel <emotion> and <emotion> so that they can <user goal> or <user goal>. Template
- 17. Content planning
- 18. One piece of content can’t do everything
- 19. Unaware Aware Follow Research Content mapping against user journey Engage Donate Advocacy Loyalty ‘About us’ content Social content Campaign films Impact films Thank-you films Legacy content Legacy Awareness/ hero films Befriending & How-to content
- 20. HELP Unaware Aware Follow Research Engage Donate Advocacy Loyalty ‘About us’ content Social content Campaign films Impact films Thank-you films Legacy content Legacy Awareness/ hero films Befriending & How-to content HERO HUB
- 22. Higher budget Lower budget • Awareness • Big picture ideas • Entertaining / Inspirational • Minimal messaging • Focus on views Hero Long-term prospects Hub • Engagement • Storytelling and features • Emotional • Often people-led • Focus on comments / likes / shares Immediate prospects Help • Retention + conversion • Practical • Help, advice & news • Matter of fact • Focus on conversion Customer base
- 23. Hero, Hub, Help. A content framework.
- 24. Hero • Brand/campaign film Help • Information & support • Fundraising promos Hub • Personal stories
- 25. £££ ££ £ Q1 Q2 Q3 Q4 Big campaign / event PAID PAID HERO HUB HELP 12-MONTH CONTENT SCHEMATIC PAID PAID
- 27. Examples
- 28. Get involved
- 30. Unaware Aware Follow Research Content mapping against user journey Engage Donate Advocacy Loyalty Awareness/ hero films ‘About us’ content Social content Campaign films Thank-you films / Practical advice Impact films Legacy Befriending & How-to content HELP
- 31. Storytelling
- 33. Unaware Aware Follow Research Awareness/ hero films ‘About us’ content Social content Legacy HUB
- 35. Why did this work better on social?
- 36. We think they worked because: They don’t look like ads. They work best on mobile. They’re short. They grab you from the start. They’re emotional and positive.
- 37. Manifesto film
- 40. Key takeaways
- 41. If you’re serious about using content, a strategy will help you prioritise and be more effective.
- 42. Be audience and channel- aware
- 43. One piece of content can’t and shouldn’t do everything.
- 44. You can do a lot with just a few well-produced films.
- 45. Your strategy should and will grow and change!