Content strategy – our approach

Richard Hudson

Director of Marketing and Digital

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Our content principles

• Tell me something I don’t know• Entertain me• Be timely• Always be relevant• Learn and improve

Our challenges

1. Talent

Multi-disciplined content team

+ 15 bloggers, including chief executive+ teams curating page content

Mandatory Chief Executive buy in

2. Technology(is changing)

Mobile growth

Mobile in May > 63%

Hello

2. Platforms(are changing and growing)

Content octopus

http://www.bigactivities.com/coloring/sea/octopus/octopus.php

Website content

Content octopus > pick your battles

3. Habits(continue to change)

http://guestofaguest.com/wp-content/uploads/2009/12/facebook_addict.jpg

Peak times: 8 > 12 > 8

The power of content

Beat it Now! campaign

• Meningitis can affect anyone

• Many different strains• No vaccine for all

types• It can result in limb

loss, hearing loss, brain injury and death

• One of the most feared diseases of young parents

Our challenge – meningitis B

• New meningitis B vaccine licensed as safe in January 2013

• Privately available - up to £600 per child

Time lost = lives lost

Campaign toolkit

1. Thunderclap

How it works• Thunderclap sends

out a message on many platforms at the same time, creating a wave of attention.

• Free to use

Results• Over 1 million

people reached

How we could improve• More direct

message• Landing page with

stronger call to action

2. Live events

On the ground – • Highlight work• Authentic• Make people feel

involved, connected - we created a movement

From the sofa – • Dual screening• Build brand

awareness• New audiences

3. Sharing

- Create sharable content on all networks – do the simple things

- If you don’t ask you don’t get- Website: pre-populated shares (tweets and fb)- Sharing real stories – peer reinforcement- Real success: Tagging – call to action to tag friends

The Campaign - Beat it Now!

• Petition – online over 13,000 signatures

• (36,500 handed in to Downing Street and Dept of Health)

• Trailer around the UK

• Case studies in local and national press

• Political pressure – support from 135 MPs

• (supporters to email and write to their MPs)

• Recruited new celebrity ambassadors

Update – campaign success!

Breaking the news

• First tweet + Facebook post reached 1 million

• 2.6 million people reached in just 3 days

• 50% increase in unique web visits from social media

• Brand trending on Twitter in the UK

• All from 8k Twitter followers

Key learning

• Two different post types broke the vaccine news• 200 shares vs 2600 shares

• Custom short link

• Image size 403 x 403

• Simple image

• Eye catching

• Call to action

Viral Meningitis

Week

Viral Meningitis Week

• Viral meningitis can affect anyone

• Misconception that viral meningitis is a ‘mild’ disease

• Viral meningitis affects an estimated 5,000 people a year 

• Our survey showed that viral meningitis left 97% of sufferers with debilitating after-effects

#VocalAboutViral

Our challenge – get people #VocalAboutViral

• Meningitis Now launched their 2nd National Viral Meningitis Week

• Each day of the week we were being vocal about the true impact of the disease

• Letting people know that we are here to support everyone affected

Actions

Campaign toolkit

Additional campaign elements

Results…

Website and AppWebsite• 26k visits• 58k page views• 83% new visitors • 14k viral page views – only 249 were unique• Top referrers – Facebook mobile and Instagram

• Visits up by 128%

App• App downloads 308• Up 75%

Social

• Facebook reach – 1 million• New Facebook fans – 1.8 k• Facebook ad – 76k – 10% to website• Facebook posts shared 9k times

• Twitter reach 2m• Most influential tweeters

Duncan Bannatyne, Michelle HeatonDr Ellie and Dr Ranj, Yvie BurnettTesco Baby club, NHS account and Universities

• 21.3k interactions

Our top content strategy tips

• Start with your business plan

• Understand your audience needs

• Be clear about what you want from each channel

• Try new things – be prepared to fail

• Use what’s happening now – right this second

• Use graphics to increase shares and reach new people

• Share supporter stories and connect people to your cause

• Keep it simple and shareable

• Build on previous great content don’t reinvent the wheel

• Be authentic

@MeningitisNow

www.MeningitisNow.org