Content audits and content strategy

Do you need a content strategy? Or maybe you’re not sure about the best way to evaluate and improve your digital comms?

To deliver the best content and supporter experience, you first need to know about your audience – their needs and motivations, and how you can help them. I can help you to figure that out.

Data analysis, UX research and insights

I use a combination of research methods as part of a discovery phase, to inform strategy:

• Content audits (website, email and social channel data analysis).
• User experience (UX) audits and usability testing.
• Survey design and analysis.
• Social media listening / buzz monitoring.
• Competitor / sector analysis.

This work feeds into your audience-first content strategy, that prioritises supporter needs.

Examples of my research and insights work:

• Content audit, social media listening, sector analysis and survey analysis for Wellbeing of Women to inform their content strategy and “Just a Period” campaign strategy.
• Survey design, delivery and analysis for Porsche.
• UX audits for the Foreign & Commonwealth Office and HSBC.
• YouGov research for Shelter, RSPCA and British Heart Foundation.
• Social media listening for Fitbit, Twitter and Picturehouse Cinemas.
• Social media content audit for RSPCA.

Measurement, evaluation and reporting

Measurement is one of my favourite things to work on, and I’ve been a speaker at MeasureFest conference and was a regular speaker at Measurement Camp.

I’ll work with you to create reports about your digital work that meet your needs – making sure that you’re measuring what matters and adding insight to your data. I can create custom measurement frameworks for your organisation and help you to set meaningful KPIs for future work.

Examples of measurement work I’ve done:

• Creating a measurement framework for Wellbeing of Women’s 5-year strategy, across all departments (research, fundraising, education and communications), to enable evaluation of success against objectives.
• Creating a multi-channel live data dashboard to enable data-led decision making across the organisation, for Wellbeing of Women.
• Producing monthly multi-channel digital marketing reports for Picturehouse Cinemas.
• Reporting on social media conversations for Fitbit to inform product development.
• Defining social media KPIs for Amex.
• Calculating the financial impact of engagement by retail brands for Twitter.
• Creating a measurement framework for an advocacy and fundraising campaign for Asthma UK.