Outsourcing Digital - Making the Right Choice for Your Business.


Agencies and businesses alike fall prey to having discussed ‘going agile’ but never really have the ability or internal support to achieve it . Commonly they are prevented by budgets, estimating, competing priorities and limited resources. This means that rather than being able to keep up, stay ahead of the competition and be innovative, businesses are left being uninfluential an uninspiring to their customers.

When it comes to website development, this is everything you do not want to be. So you choose an agency, and they are wonderful BUT they are slow to deliver quotes and one internal promotion or account change and all work comes to a halt and there’s a ‘settling in period’ that disrupts your timeline and plans, maybe it's time to think they’re not the right agency for you.

Maybe you take your project in-house and hire a developer or two, but then there’s the management, the training, the necessary holiday days and un-planned sick days that cause an internal strain. Or you go off-shore and employ a team that you don’t know and they deliver what you asked but are uninspiring and never quite give you what you want and in some cases, miss the brief entirely.

When thinking about digital, it’s also important to remember that a website is not a one-off project. It’s a beast that is constantly changing, growing and innovating so as to keep up with current trends, new technology, your competition and the needs of your customers.

That’s where Business Transformation Retainers or BTRs as we call them come in…

BTRs are a forward thinking solution that encourage you to stop thinking ‘project to project’ and start thinking ‘always on’ and ‘staying ahead.’ BTRs are essentially a fully-managed delivery team that work with you and your business to deliver customers experiences that are truly inspiring.

Our BTRs follow agile techniques and processes so that the team can bend and flex to the needs of your business, including all elements of digital from hardcore website development to strategy, SEO, design, UX conversion rate optimisation and testing.

Choosing a BTR solution will give your business the comfort of consistency in knowing the same team will be working on your projects everyday.You’ll also find assurance in knowing that every BTR team has project managers and quality assurance experts built-in and not just developers; giving you quality and control. There’s also the added benefit of scalability, with a consistent team in place it easy to add in extra skills (people) during an intense project.

Our BTR teams are managed and trained internally by Sagittarius and know our clients business objectives and challenges, they are brutally efficient in terms of quality and consistent delivery; putting you back in the driving seat of being able to focus purely on the cool fun stuff such as coming up with new and innovative ideas and allowing us to handle to delivery side of things.

How can you be sure all of our developers are ‘up-to-scratch?’

Not only do we employ some of the best in business including 3 Sitecore MVPs, we ensure all of our developers are Sitecore certified through our very own Sagittarius Training Academy. Everyone from our developers right through to our Account Managers have vast experience in website development, including use of the Sitecore platform and our other experts in UX, design and SEO are all familiar with our platforms, processes and methodologies, ensuring best practice. 

"It’s very pleasing to see that we’re becoming more stable with all of the work your team are putting in. A pat on the back for all involved!” Andy Parton, Karndean

Want to learn more about our Business Transformation Retainers? Get in touch with the team via hello@sagittarius.agency or give us a call on 01233 467800.


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?

Naomi Harper
Head of Marketing & Communications
Naomi is the agency's Head of Marketing & Communications with a strong background in Public Relations, events, Marketing and Brand campaigns.

Naomi joined Sagittarius in January 2021 to deliver exceptional external brand experiences, engaging internal communications and to assist with the driving of sales and the developing of relationships with key strategic suppliers.


Naomi Harper

07 Feb 2019 - 5 minute read
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