A new day, new goals and more fun!.

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People often ask me 'what is it like being a Project Manager in a Digital Agency?’ And my usual response is that it’s challenging but rewarding.
Challenging in a sense that issues and tasks are thrown at you left, right and centre but once it has been resolved or completed and the client is happy, the end result is extremely rewarding.
An insight into my ‘typical day’ is a little something like this…

  • Prioritising work for my Pod and Maintenance (aka Pod Alpha)
    This is normally the first thing I do in the morning before I get ready for work (6am) or really late at night (10pm). The main idea behind this is to ensure that everyone knows what they are doing before they even arrive at the office which proves to be beneficial for the team. 
  • What do I want to achieve today?
    I like to put together a to-do list of all the things that I need to complete that day. As you would expect, this list grows throughout the day but prioritising this list helps me focus on working smarter not harder. Crossing off tasks from my to-do list gives me a great sense of achievement amongst the hustle and bustle of agency life.
  • Company stand up - this is every morning at 9:15am
  • Scheduling and re-scheduling work
    Depending on what happens throughout the day, as Project Managers we need to swiftly move with the change of events therefore most of the day is made up of scheduling new work in or rescheduling work with different team members.
  • Sense checking and testing completed work by the development team and/ or issues raised by clients
    Before a job is booked in with the Studio, it is sense checked and if possible, I can fix it or provide more information on the issue for our devs to resolve quicker. I am by no means a techie but I like to help the team as best I can.
  • Reporting - Utilisation, Status updates, Budget reviews, Maintenance reports, Meeting agendas etc
    These are some of the reports we run. Depending on which day it is, these are applicable.
  • Communicating with clients via email, phone or face-to face
    I love working with people and clients are no exception!
  • Mentoring and supporting other Project Managers at Sagittarius
    I run a weekly goals workshop with Jimmy and help him with any issues or concerns he has on his Pod. It’s also a good time to check in each week to see if everything is ok with the other team.

Each day is very different and I have yet to experience a ‘quiet’ day at Sagittarius. Luckily for me, I work with a great team who are all very talented and passionate individuals. I cannot speak for everyone here but for me, if you love what you do, it isn’t really work.

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.

 

Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

 
Joanne Reid
Joanne Reid
Head of Project Management
Joanne is an experienced Project Manager who has previously worked for other Kent based and international agencies. Joanne is responsible for managing a range of digital projects from inception to completion. 
Joanne Reid

Joanne Reid

17 Feb 2016 - 5 minute read
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