Women in Emerging Technologies - A Reflection Piece .


Just before the festive season, I visited an Immersion Programme from EY in collaboration with Henley Business School after being championed by our Head of HR for this programme.

This was a 4 day programme with a packed curriculum and an impressive line up of speakers as well as participants. Within those 4 days, we immersed ourselves in topics such as Data Analytics, Robotics and RPA, Blockchain as well as AI; however, the underlying mission of this programme was to empower women either who are already in leadership roles within tech or who are aspiring with an opportunity to network and ultimately become each other’s support network.

Throughout the 4 days, we discussed some problematic topics, such as the ever so slim pipeline of young women in technology. Within the UK tech industry, we currently have only 17% women and an ever so embarrassing pipeline of 7% of young women aspiring to pursue a career in technology. There’s a gender pay gap of women being paid 25% less than their male counterparts, even though the equal pay laws were past 50 years ago, it is estimated that it will take us another 38 years to reach true equality in this matter.

Fundamentally, one of the key takeaways was the need for women in technologies to support one another, to champion one another, similar to what my Head of HR did by championing me to attend this course, and be proactive rather than reactive with career plans and ambitions, as well as vocalisation of such career expectations; all this to ensure our personal career trajectory is not lagging behind our fellow male counterparts.

When reflecting on the programme, I realised my need to approach a champion for myself and my career aspirations. This person does not necessarily have to be in the same organisation, but should be someone that you aspire to, can learn from, that can leverage for you and on your behalf.

I am innately very private and not the type of person to make a lot of noise about myself and my achievements, but hearing and seeing women, who are leaders in the industry and are role models talk about the importance of grooming your own brand and making your voice heard made me realise the importance of this.

Throughout my career, I have always been aware that the biggest growth moments are these that push us to our limits and make us uncomfortable because we have to reach outside of our comfort zone and stretch ourselves.

For myself, I feel this last hurdle is making myself known better, and heard more. I think we as women think that if we work hard enough someone will take note of our efforts and reward us but the reality of it is, that we have to be our own advocates at times and know when to reach out and ask for help to leverage our careers to the next level by reaching out to the people that want to champion for us.

Thank you to EY and Henley Business School for a fantastic 4 days of learning, reflecting and growing, and thank you to Claire (Head of HR) for nominating me for this programme.

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?

Kay Stampoulidou
Kay Stampoulidou
Project Manager
Kay is an experienced Client-Side Digital Project Manager who has previously worked for various London based digital agencies and has extensive experience in managing large scale projects. Further to her know-how in the digital industry, she has also worked in market research and finance.
Kay Stampoulidou

Kay Stampoulidou

03 Jan 2019 - 5 minute read
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