Think Equal, Build Smart, Innovate for Change – International Women’s Day 2019 .


As we approach International Women’s Day on 8th March and following this year’s theme of think equal, build smart, innovate for change a group of us at Sagittarius have been putting together a programme of talks, presentations and round table discussions to showcase some of the brilliant women we have within the agency, to ensure that our voices continue to be heard at every level within our global organisation and to highlight how women have played an pivotal role in the development of digital and technology in the last century. We were keen not to just bang the “Women in Tech” drum. We want to celebrate our successes rather than bemoan the lot of women in STEM industries.

We are proud to be able to say that we have some fantastic female developers and QA’s across global locations (some of our male colleagues are pretty good too!) We have some inspirational leaders in the business – many of whom are female, and importantly, we have some really great programmes being implemented and developed to ensure fair progression and to encourage everyone to grow their careers and to develop personally – regardless of gender, religion, age, current role or dependant on which (if any) university they went to.

For example, our recently launched Mentoring Programme started life as an idea to support women in our company and help them fast track their careers after the MD and I met the inspirational Sarah Rench (EY) in London in 2018. This idea evolved - why just support and encourage women? Why not find a way of supporting everyone who wants to take control and progress their careers or personal growth? Our stats evidence our commitment to ensuring a level playing field, we are above our industry %’s for women in technical roles and there is no gender pay gap within the agency. We do want more women in the leadership team and on the board – and our Leadership Training track and line Manager Training tracks are being designed with this specifically in mind.

The focus on International Women’s Day via social media and within Sagittarius has ensured I am constantly sanity checking my training material against gender bias and inclusivity and ensuring our culture is promoting everyone to have a voice and ensure they challenge and question. This was the take away for one of our Project Managers Kay at a recent “women in tech” event. She had an amazing time, met some inspirational leaders and came “home” with a clearer mission to ensure her voice was being heard – not just at Sagittarius but with a wider audience in our industry.

It is clear that it is not just down to the leaders in our business to promote women in tech, fairness, less discrimination and our agency culture – but the mission of all of us to use our voice to ensure we are individually promoting equality and fairness and our core values. Our ability as individuals to challenge the status quo and to be bold, and to remain open minded in all situations and invite everyone – even unlikely sources to have a dissenting voice – encourages innovation and produces more and more diverse perspectives to be considered.

Practicing inclusion is a fascinating challenge as we expand across global locations and cultures, including offices in the UK, Ukraine and Sri Lanka – but promoting consistent processes, building stronger and more informed relationships across global teams and using technology to support collaboration and encouraging people to travel between offices is helping us move towards our goal of creating a truly global community.

We are trying to build an environment where people feel respected, valued and equal. Where they know they have every opportunity to progress and where they feel part something good. This takes effort and investment… but there are rewards!

The Women in Tech movement and International Women’s Day are just a small part of this – but these wonderful initiatives and the support and momentum they give, keeps us moving in the right direction.

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?

Claire Battle Thumbnail
Claire Battle
Head of Talent
Claire is the agency's Head of Talent and is responsible for employee recruitment. Claire has a long history of working in recruitment and IT and enjoys working in a dynamic agency environment!
Claire Battle Thumbnail

Claire Battle

03 Apr 2019 - 5 minute read
share this

stay in the know, stay ahead.

Get the latest from the agency, including news, events and expert content.
explore services in the article
find out what we can do for you
read some of our case studies