Sonny's Week at Sagittarius .


Last week we were joined by our Lead Designer's son, Sonny. He joined us for a week of work experience to find out what agency life is all about. Here's what he thought of his experience with us:

My name is Sonny and I am a student at Queen Elizabeth’s Grammar school in Faversham, I'm 15 years old and for my work experience placement I chose Sagittarius, this is how I spent my week...

Monday, the day started off with Claire (the HR Manager) giving me an induction of the company and a walk around to get to know the office. I then attended the daily stand up which is where some employees and working group say what they are working for that day and if there are any issues. Shortly after I went through the basics of web design with Ben B - he showed me how to use the programme ‘Sketch’. Designers can use this to create UX wireframes & UI visuals. It is a great programme for web designers to put their ideas into practice. Throughout the first day, I was tasked with developing and creating homepage concepts for the website European Study Tours. I enjoyed this type of work and was happy with what I produced especially as I was using a programme that I had never used before.

Tuesday, I learnt what the XO team was about. Nick and Kris gave me short introductions to their jobs, which I found interesting because it was something new to me and I have never picked up on it.  I also attended a 1-hour conference call with Lucie and Julia. Subsequently, in the afternoon, Kris gave me a task to create some Facebook ads aimed at a specific audience.  I produced a couple of advert styles which were meant to appeal to 35-60-year-old men that loved their golf.

Wednesday, started with an introduction to front-end development with Ben D, although it seemed very complicated I kind of got the gist of it towards the end especially with the recommended programmes. My understanding is that Front-end development is where someone is responsible for implementing visual elements that users see and interact within a website, and they use programmes such as brackets and bootstrap to help with their work. Throughout the rest of the afternoon, I was introduced to numerous other job roles by Sarah, Jan and Dawn which were very interesting. Sarah is the marketing manager of the company who gave me a great example of marketing based on Fortnite, Jan is the accountant and Dawn is QA (quality assurance) which is basically finding anything wrong with a site and raising issues so it can be fixed.

On Thursday, Marie who is the directors PA, introduced me to the programme ‘JIRA’,  After my introduction she gave me a task to complete on the programme which was to go through each ticket in the programme and sought out the labelling on them.  I completed it around midday then I carried on with my design task In the afternoon Dawn gave me a visual introduction to her job as it was easier to understand seeing her testing websites on different types of machines.   

Friday, was my last day so I wrote this blog to sum it up. Overall this week has been very different from my days at school.  I have really enjoyed finding out how a marketing company works because I was unaware of how many departments and roles it takes to run an agency. I think now when I look at a website I will be thinking more about all the aspects that go into making it.

Thanks, Sagittarius!

We thoroughly enjoyed having Sonny with us and the team were pleased to be able to pass on some useful knowledge!

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

18 Jul 2018 - 7 minute read
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