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Content strategy: planning and delivering standout content


22 February 2018

In today’s competitive and information-rich environment it’s crucial to have a strategy for delivering content that can help bring your charity to life and drive engagement.

Charities often have rich mines of content and important information to share, but they also have specific challenges. From how to support content production in non-digital teams to creating unified models for content production that suit complex organisations. Keeping up with the latest technologies, trends and innovations can also be a challenge when you have limited resources.

This conference was packed full of workshops, peer-to-peer learning opportunities and inspiring case studies revealing how you can boost your content strategy and keep-up with the latest innovations in this area. The day included streams on innovation and strategy as well as a special “toolbox” track that focused on tools and skills.


Further reading


Embedding content strategy
Chris Flood, content strategy lead, digital and supporter experiences, Cancer Research UK

Keep it fresh – trends you can ride, ideas you should steal
Rob Mosley, creative partner and Sadia Siddiqui, client services director, Nonsense London

Developing an annual calendar – how best to prioritise your content  
Rachel Geron, senior marketing manager and Sam Butler, digital marketing manager, Anthony Nolan

Launching BECCA – an app to help women readjust after breast cancer
Claudia Knowles, digital content strategist, Breast Cancer Care

Optimising video for social in 2018
Ed Hardy, creative lead, Raw London

Digital content capabilities – 10 lessons about people, process and tools
James Gadsby-Peet, director of digital, William Joseph

Breaking the mould: challenging the traditional charity appeal
Abigail MacDougall, digital content manager, WaterAid

Take a look at WaterAid’s interactive chatbot, Talk To Sellu

Five ways to grow your email list – and then keep people interested
Sarah Casey, head of client services and Alex Lloyd, co-founder and director, Forward Action

Sharpening your content tools
Rory Stamp, strategic content manager, RNLI

Watch RNLI’s video: 10 things people didn’t realise about the RNLI

Content strategy and transformation: joining the dots
Laura Robertson, founder and Julius Honnor, founder, Contentious

How digital content strategy can improve user experience and supporter journeys
Paul Isaacs, digital content manager and Isabelle Andrews, digital content specialist, Unicef UK

How to use social listening to create content your audiences care about
Dr Jillian Ney, doctor of social media and digital behavioural scientist, DRJN 
Adrian Cockle, global industry principal for the charity sector, Hootsuite

Content planning for social media marketing
Nadia Saint, director, integrated media strategy, Weber Shandwick

Find out more about ActionAid’s campaigns:

Developing digital content to drive supporter journeys
David Somerville, strategy director, Fresh Egg

Santa Forgot: the power of story-led content in driving brand awareness and engagement
Tim Parry, director of communications and brand, Alzheimer’s Research UK

How to turn specialist charity knowledge into brilliant public-facing content
Paul Allen, director, Lark

Small charity focus: making the most of your case studies to create great content
Catherine Murray, PR and communications manager, Target Ovarian Cancer

Creating that human connection – across all your audiences
Lisa Shattock, head of marketing, SSAFA, the Armed Forces charity

Does your content marketing strategy need a reality check?
Jason Miller, global content marketing leader, LinkedIn

Government Digital Service: supporting content production and management across a complex organisation
Amanda Diamond, content product lead, Government Digital Service

Tweets from the day