Inspiring Today's Talent.

talentblog

Sagittarius’s current growth is down to its people as much as the fantastic web services they offer. My full time role “Head of Talent Acquisition and Talent Management” is testimony to the importance and financial investment Nick (MD) and Paul (CEO) has placed on this. Keeping and growing our existing talent and attracting new talent supports our business growth and drives out success.

Inspiring the teams, supporting them professionally and personally and investing in their development and providing a fun and creative environment for them to work in, is key to maintaining our success as an organisation.

We spend a lot of time discussing “cultural fit” and I spend a lot of time researching the latest metrics for measuring it! And as much talking and reading that we do, the formula eludes us still…

However I think understanding what makes your people happy and engaged is the first step to understanding how you find the right cultural fit. We know what we do well and where our strengths lie – and we take on this kind of work not stuff that we don’t have expertise in.

So our developers are working with great tools on well-defined projects and in collaborative teams. There is no point having all the tools and all the knowledge if your people don’t work well together – so we look for people who have good communication skills and people who want to mentor, learn or play with new tech – people who are doing tech stuff outside work – people who game – people who enjoy what they do and the people they do it with – and if you have a beard currently that will help too!

Understanding what makes people tick individually is also required – you can’t design a reward system for “one size fits all” we are all wonderfully different and different things excite us all differently. Some of the team want to stay on and game after work – and others want to get home to children and families – mind you everyone seems to like pizza and beers at 5pm on Fridays..

We spent a lot of time identifying our company core values, a lot of time! And this helps us identify these traits in potential new team members – we look for adventurous and open-minded people who are remarkable and go beyond, people who are insightfully and effective and also helpful and humble – but are also passionate and determined. This is us – so that’s what we want you to be when you join us.

Because we are an agency – the work is varied, loads of projects all on the go at once – so out teams are flexible and agile and able to switch from one stream of work to another without getting stressed – but we have created good structure and support network within the organisation to make sure knowledge is shared and problems are solved together.

This means we ensure time is allocated to try new methods, new tech and be innovative about trying new things. We encourage our developers and our creatives to get out there and find out what is new – the only condition is – you bring home the knowledge and share it over lunchtime pizzas.
Both our CEO, Paul Stephen and our Digital Marketing Director, Josh Whiten are known as industry leaders – public speaking all over the place to promote innovation and digital in our sector.

My role is equally exciting, I have some really great projects to work on in the next 6 months – setting up an academy to keep the flow of extraordinary talent coming through the doors, getting the remarkable club re-launched and a training program that ranges from Sitecore certification to training techies how to run great interviews with other techies.
The new appraisal system is almost in the bag, and once I have sorted out the Big Summer Social Event, I have the “Day in the Life” project to work on…. Not to mention a bit of recruitment in between.

We are always on the look for exceptional front-end web developers – I have just taken on a really talent experienced developer (welcome Perran) but need a good .NET developer with some C# and SQL if you know anyone? We also have an amazing Account Manager joining us after Christmas so I have been busy on the run up to Christmas.

Never too busy to talk to you if you want to know “what’s in it for you” and would like to know more about what we do.

Check out our vacancies page for the latest roles within the agency: http://sagittarius.agency/our-culture/vacancies

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?

 
Claire Battle Thumbnail
Claire Battle
Head of Talent
Claire is the agency's Head of Talent and is responsible for employee recruitment. Claire has a long history of working in recruitment and IT and enjoys working in a dynamic agency environment!
Claire Battle Thumbnail

Claire Battle

16 Dec 2015 - 5 minute read
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