Ryan Wilkins, Founder and CEO of Raw London, joined us at Overherd to discuss content strategies for 2019.

2. We are a creative agency.
We create content
campaigns designed to
change perceptions.

5. Report: Content in the Third Sector
60 leading charities surveyed
50 questions about how they brief, create
and distribute their content

6. Thinking about the year
ahead, do you see video
playing more of a role?

7. 95% said yes

8. If you’re currently using
video, do you feel you see
ROI in some form?

9. 74% said they did

10. How many of you have a
formal content strategy in
place for video?

11. Only 34% said they had

12. Purpose

13. Video Content Mandate
We’re going to grow our support by
providing moving and relevant content
that makes women over 55 feel close
to us and positive about us so that
they are more willing to help us.

14. “We’re going to increase online
fundraising registrations by 10% by
providing inspirational and informative
video content that makes CRUK
supporters who want to fundraise in
their own way feel excited and
confident so that they can find the
fundraising opportunity that’s right
for them.”
Video Content Mandate

15. Video Content Mandate
We’re going to <business goal> by
providing <adjective> and <adjective>
<content> that makes <audience> feel
<emotion> and <emotion> so that they
can <user goal> or <user goal>.
Template

17. Content
planning

18. One piece of content
can’t do everything

19. Unaware
Aware Follow
Research
Content mapping against user journey
Engage
Donate
Advocacy
Loyalty
‘About us’
content
Social
content
Campaign
films
Impact
films
Thank-you
films
Legacy
content
Legacy
Awareness/
hero films
Befriending
& How-to
content

20. HELP
Unaware
Aware Follow
Research Engage
Donate
Advocacy
Loyalty
‘About us’
content
Social
content
Campaign
films
Impact
films
Thank-you
films
Legacy
content
Legacy
Awareness/
hero films
Befriending
& How-to
content
HERO HUB

22. Higher budget Lower budget
• Awareness
• Big picture ideas
• Entertaining /
Inspirational
• Minimal messaging
• Focus on views
Hero
Long-term prospects
Hub
• Engagement
• Storytelling and
features
• Emotional
• Often people-led
• Focus on comments /
likes / shares
Immediate prospects
Help
• Retention + conversion
• Practical
• Help, advice & news
• Matter of fact
• Focus on conversion
Customer base

23. Hero, Hub, Help.
A content framework.

24. Hero
• Brand/campaign film
Help
• Information & support
• Fundraising promos
Hub
• Personal stories

25. £££
££
£
Q1 Q2 Q3 Q4
Big campaign / event
PAID
PAID
HERO
HUB
HELP
12-MONTH CONTENT SCHEMATIC
PAID
PAID

26. www.thinkwithgoogle.com

27. Examples

28. Get involved

30. Unaware
Aware Follow
Research
Content mapping against user journey
Engage
Donate
Advocacy
Loyalty
Awareness/
hero films
‘About us’
content
Social
content
Campaign
films
Thank-you
films /
Practical
advice
Impact
films
Legacy
Befriending
& How-to
content
HELP

31. Storytelling

33. Unaware
Aware Follow
Research
Awareness/
hero films
‘About us’
content
Social
content
Legacy
HUB

35. Why did this work better
on social?

36. We think they worked because:
They don’t look like ads.
They work best on mobile.
They’re short.
They grab you from the start.
They’re emotional and positive.

37. Manifesto film

39. Unaware
Aware
Awareness/
hero films
Legacy
HERO

40. Key
takeaways

41. If you’re serious about
using content, a strategy
will help you prioritise
and be more effective.

42. Be audience and channel-
aware

43. One piece of content can’t
and shouldn’t do
everything.

44. You can do a lot with just a
few well-produced films.

45. Your strategy should and
will grow and change!

47. Thank you!
http://raw.london