The Benefits of Microsoft Azure.


Microsoft Azure has multiple benefits including speed, scalability and security which we’ll explore below. But you maybe asking, ‘what is Microsoft Azure’?

Microsoft Azure is a set of cloud computing services and a hosting platform that has the ability to help companies transform their use of technology to meet business objectives. Microsoft Azure gives brands the tools to manage, build and deploy a variety of applications, globally.

Azure offers three models for building and hosting solutions, these being SaaS (software as a service), IaaS (infrastructure as a service) and PaaS (platform as a service).

Below we will explore some of the benefits offered by the Microsoft Azure platform, these include:


Microsoft Azure is one of the fastest hosting solutions on the market and for most businesses, this is a competitive advantage as it gives them:

  • Speed of deployment
  • Speed of operation
  • Speed of scalability 


Scalability can be an issue for customers that have ‘flash sales’ or periods of low and high flows of traffic. Azure allows you to scale your usage to meet the demand on your website helping to keep customers happy and save businesses money!


A key feature for most Azure customers is the ability to access a project at any time from anywhere; especially for those who are working with Global development teams.


Azure is one of the most secure platforms on the market, their cloud-based service defends against more than 1.5 million attacks a day; learning and improving their defence to ensure customers have the most up-to-date malware protection available. Azure also enables you to back-up at multiple locations globally to ensure that your data centre is backed-up and secured at all times.

Simplified Migration

Azure gives users the freedom to migrate with absolute ease. Working with a Microsoft Cloud Solutions Partner such as Sagittarius will also give you the support needed when thinking about migration based projects.

The Home of Cognitive Services

Microsoft Azure is also the platform of choice when thinking about how data and AI can empower digital business change with your organisation and is home the Microsoft cognitive services suite of products, allowing business’ to engage customers, optimise operations, empower employees and transform products.

Tools from the cognitive services suite such as vision, speech, language and search are used to power these solutions and build digital solutions such as voice search functionality and chatbots.

How can your brand start its Azure Journey?

Sagittarius is a Microsoft Cloud Solutions partner and is able to offer advice, support and build solutions for brands looking to drive digital transformation and move to stable, reliable hosting solutions, such as Microsoft Azure.

If you would like to talk to one of our solutions architects about how Azure could improve your development capability and hosting infrastructure, get in touch as we would love to talk to you on 01233 467800 or email

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

05 Feb 2019 - 5 minute read
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