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 and reporting are some of my favourite things to work on.

I can guide your team to create a custom strategic measurement framework for your organisation, and I can create report templates that meet your needs – making sure that you’re measuring what matters and adding actionable insights to your data.

My measurement work:

• Custom Google Analytics reports for various charities.
• Measurement framework for Wellbeing of Women’s whole organisational strategy.
• Multi-channel live data dashboard for Wellbeing of Women.
• Digital marketing reports for Picturehouse Cinemas.
• Social media listening reports for Fitbit to inform product development.
• Defining social media KPIs for Amex.
  

Live integrated data dashboards

I can build live integrated data dashboards for your organisation, pulling in data from your website analytics, emails, spreadsheets, CRMs, social media and ad platforms. Showing top content to inform content and campaign strategy, donations and traffic sources to inform marketing and fundraising strategy.

This enables non-technical teams to easily interpret data, and make decisions based on those insights, reducing risk and informing your strategy.

Custom Google Analytics reports

Google Analytics can be bewildering, and its default menus are designed for generic businesses, not charities. I can create custom GA4 reports for your team, so you can get straight to the metrics that are meaningful to your organisation. This can save time so you’re not repeatedly having to add filters and dig around for the numbers you need.