Sagittarius: First Impressions.


Having been in the digital world for a while now, I’ve worked with a number of agencies. For any ‘non-agency’ people reading this, you might think all agencies are the same; we all build websites and talk about ROI and growth, we all market your websites through some unfound wizardry and we all keep talking about something called CRO…

Well, Sagittarius isn’t quite the same as other agencies and I’m not just saying that to earn newbie brownie points either!

Upon joining the agency, I was instantly enrolled in an induction process so well thought out and structured it would literally knock your socks off.

The guys had prepared a full induction document containing tasks for me to tick off, including calls and meetings with heads of all departments, bits of reading for me go through, videos for me to watch etc. I haven’t been thrown in at the deep end (yet), I’ve actually been given the time to learn about the agency processes, the core company values, our clients and most importantly meet all of the team. Most agencies get hold of you because they are in desperate need of bodies to juggle all of the work that’s been won yet they can’t get it out of the door or provide clients with the attention they need. It’s just not the case here.

Another thing I noticed straight away is that the Sagittarius developers speak to me, using full sentences. The traditional developer has the old age stereotype attached to them of being unable to speak to other human beings, choosing to communicate with grunts, dressing in hoodies no matter what the weather is like, and generally ignoring anyone who forces them to remove their headphones to listen to them. As you can imagine this does make it rather tricky to be able to work as a team effectively.

At Sagittarius, the devs are a rather sociable bunch and even interact with clients – which is amazing and means we can relay and collect information so easily. I even went to the gym and had dinner with one of our devs outside of work; this is a BIG deal in the world of agency and means we can work with each other and our clients effectively.

The Sagittarius team is set up across a few offices and working in Pods that include different team members from different offices make you feel like one big family. Even the big bosses get involved with weekly calls to make sure they’re in the loop and can offer help and support when needed. Plus, no one is above anyone else, we all do the tea rounds.

If you’re looking for a change of scenery or would like to learn more about Sagittarius, visit our careers page or get in touch via

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?



27 Jun 2019 - 3 minute read
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