Reflecting on our Mental Health First Aid Course.

MentalHealthAwareness

Last Friday (22nd March) Sagittarius invited the team to participate in a Mental Health First Aid course for members of staff that were interested in the programme. It's great to be a part of a company that recognises the importance of health and wellbeing in the workplace and is prepared to invest in, not just physical but mental health.

Currently, the agency offers employees access to Bupa Healthcare as well as a benefits package called Perkbox. In addition to this, the agency has recently launched a 'Health and Wellbeing Committee' which has been tasked with looking at ways we can support the team during our planned growth. The Mental Health First Aid course was a big part of this in a bid to further support the agency team and continue to ensure Sagittarius is a great place to work.

All of the above has got me thinking. I am a working parent and life outside of work tends to be very busy. A year ago, work and home was out of balance... I lacked time to exercise, I felt I wasn't performing my best when it came to work and then when I was at home, my daughter was already in bed and I wasn't spending enough time with her or my husband.

Fortunately, I was able to reduce my hours and I now work a shorter week. This enables me to collect my daughter from pre-school once, sometimes twice, a week, exercise and take time to breathe. I don’t feel guilty saying ‘no’ to work things and I feel way less guilty about the time I spend at work and doing things for me. There are times I say ‘yes’ to work things but then I re-balance and prioritise home or me things instead.

All of this means I love being at work and feel ready to take on the challenges it generates. I love running and it gives me time to think, plan and get things in perspective as well as explore nature and be outdoors (wet feet cross country marsh run this morning!). Most of all I love spending time with my family and make a conscious effort to ‘be present’.

I’m learning to say ‘no’, I’m not great at this but everything takes practice, right?!

So, make time for you and don’t be afraid (or ashamed) to ask for time out to restore your mental health in the same way you would your physical health.

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?

 
Marie Heinsen
Marie Heinsen
EA to Co-Founders & Head of Sagittarius Agency Services
Marie is the Directors' EA at Sagittarius and enjoys the fast-moving pace of agency life. Prior to a career break, Marie worked for a small events agency where she could be found producing, co-ordinating and organising conferences within the Healthcare sector. Marie has also worked in a field marketing agency in a client service role.
Marie Heinsen

Marie Heinsen

25 Mar 2019 - 3 minute read
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