making content marketing a conversation. content marketing conference, 16 april 2015
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Brighten your content:
taking a test-and-learn approach
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CONVENTIONAL CAMPAIGN MODEL
Brand Public
Message Content Activation
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NEW ‘CAMPAIGN’ MODEL
Message Content
Activation
NEW CAMPAIGN ‘MODEL’
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UKCES (UK Commission on Employment and
Skills)
Youth Unemployment Digital Campaign
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UKCES is an executive non-departmental
public body, sponsored by the Department for
Business, Innovation & Skills.
It offers guidance on skills and employment
issues in the UK - produces research - runs
events
Its setup has an impact on its content
production, e.g.
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Issue:
- More career opportunities for young people
- More employers investing in the skills of their people
- Policy change
Brand / organisational ambitions:
- Position UKCES as the “go-to” authority for quality
employment insight and research
- Increased brand profile and awareness (outside of the skills
bubble) of UKCES
- Increased partnership working (e.g. British Chambers, LEPs)
- Interaction and action from business
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Background for project
- Recent success translating research into headlines, e.g. “Death of the
Saturday Job”
- Had tested ‘social’ content, e.g. #satjob - getting people to contribute
experiences
- A team keen to innovate
THE SETUP
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Project model
- Timescale: six months
- Initial research and planning + ‘pilot run’ + five subsequent phases
- Monthly pushes, around release of unemployment figures
THE SETUP
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Approach
- Multiple social media platforms + formats - avoiding reliance on the website
- Repurposing existing content + creating new (planned and responsive)
content
- Open to brand development
- A preselected theme for each month, e.g.
- apprenticeships
- graduate employment, and to start
- work experience
THE SETUP
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#apprenticeswork
Lesson #1:
Pick an angle anyone
can engage with
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#apprenticeswork
Lesson #2:
Serious content doesn’t
need to be dressed for
a funeral
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#thanksforthebreak
Lessons #4, #5 & #6:
Use themes that resonate with
audience, not the ‘skills buckets’
Debranding creative
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- 25% increase in @UKCES Twitter followers during campaign
- including small & large businesses and prospective partners
- 50% increase by early 2015
- New relationships inside and outside the ‘skills bubble
- Engagement with major existing partners and wider government
- Skills, confidence & ‘social media leaders’ reputation for comms team
- Impact on more formal UKCES communications - e.g. research report
following year adopted ‘not just making tea’ as its headline.
- Youth unemployment continues to fall*
IMPACT
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Thanks!
Charlie Peverett
Head of digital strategy, Neo
@cpev / @weareneo
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+44 (0)1273 600 500 talk@weareneo.com
Neo, 8 Beaconsfield Studios, 25 Ditchling Rise, Brighton. BN1 4QL United
Kingdom
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Flickr images reproduced under Creative Commons license
(2.0):
Brighton Beach pic by Flickr user eyeview
https://flic.kr/p/8zZSQV
Cat fail pic by Flickr user tomomi https://flic.kr/p/aV6jGP
Queue by a wall by Garry Knight https://flic.kr/p/ksPKNd
Picture credits
Content marketing: planning, creating and
distributing content that adds
value
Conference
16 April 2015
London
#CharityContent
Sponsored by
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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