Building an augmented team for success.

Emma-team-aug

If this year has taught us all anything, it's that we need the ability to adapt to change quickly and efficiently. For many businesses, the events of 2020 have meant a change in business priorities or pausing certain projects. However, customer expectations haven’t stopped and in many cases, demand has been higher than ever before.

At Sagittarius, we have been able to continue to deliver outstanding digital initiatives because of the way we approach working with clients. We moved away from ‘next project’ thinking because that pushes things further into the future of delays, and towards something far more effective, that delivers results quickly.


How have we adapted to this?

In gaining an even deeper understanding of our client's business and marketing objectives plus any existing roadmaps and transformation aspirations, we are now leveraging our team augmentation model to greater effect. Essentially we provide a consistent, always-on team that can deliver against clients objectives, switching focus quickly if there’s a new customer demand or business need. Teams can deliver multiple projects and BAU development and digital delivery at the same time, working alongside in-house client teams.

We have moved away from working against a ‘project scope’ to a truly agile way of working. With the ability to switch focus quickly, working on an urgent need, but still being able to make inroads on those larger projects.

Using a combination of the client team, who are experts in the brand and business needs, and our agency specialists, who are experts in their field across development, CX, SEO and much more, we are able to create a consistent, knowledgeable and blended team who punch well above their weight.

An augmented team has accountability baked in. They are invested in the client’s success above and beyond the norm and hold each other responsible for respective outputs. Always focused on the goal.

Here’s how we’re supporting our clients

50%+ of our clients now work with us in this way, which allows them to control their spend whilst driving performance and maximising their digital investment.

A recent example is with London and Quadrant Housing (L&Q), where we have created a digital partnership that augments their internal team with our agency specialists, across Sitecore development, front end development, QA and SCRUM. Our core focus is to assist with the website development and digital transformation plans that help them better serve their customers. They want to be digital by design and deliver better, faster and lower-cost services to their customers and we are positioned to help them achieve this.

We are able to scale-up the team for bursts, bolstering the development team to accelerate the programme pace toward the launch of their new Group website. Working alongside their in-house developers and QA teams, following an agile methodology, we are all working to a common goal.

One of our biggest ‘augmented team’ success stories to date is with Jacksons Fencing who is one of our longest-standing clients. Throughout the last 6 months of 2020, they have seen a huge spike in B2C interest with a 300+% increase in revenue and 100+% increase in users needing to trade online in lieu of physical retail. With our approach to working with Jacksons, we have worked ‘arm in arm’ together to create a digital platform that can withstand significant spikes in demand and the influx of interest.

"This year has proved the benefits of having an augmented team set up with Sagittarius. With a huge spike in our B2C side of the business, Sagittarius was able to switch focus quickly and efficiently to ensure that our changing business needs were met. Driving forward positive impact and results, we are confident in the breadth and depth of expertise the team provides. Our ongoing relationship with Sagittarius works in a way that makes life so simple for us, focusing on driving forward "The Jacksons Experience" online to our customers."
Nick Bishenden, Senior Marketing Manager at Jacksons Fencing.

If you would like to learn more about how our Sagittarius technology and CX professionals can be augmented with your brand experts, to create a team who can deliver your digital aspirations, please get in touch via hello@sagittarius.agency.

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?

 
Emma Nijjar Thumbnail
Emma Nijjar
Head of Client Services
Emma has worked in digital for over 12 years, specialising in eCommerce and conversion rate optimisation (CRO). Her experience ranges from website builds, CRO and social media campaigns.
Emma Nijjar Thumbnail

Emma Nijjar

10 Sep 2020 - 10 minute read
share this

stay in the know, stay ahead.

Get the latest from the agency, including news, events and expert content.
find out what we can do for you
read some of our case studies