1. Global
Marketing
Content
Strategy

2. Who is this
document for?
This document is aimed at a wide audience
including:
● Wall Street English International
○ Senior Management Team,
Marketing, Operations, Product,
Technology
● Wall Street English Global Franchise
Network
○ General Managers
○ Marketing Teams
○ Local Marketing Agencies

3. Why do we need a Global Marketing Content Strategy?
1. WSE International content is not being
used as well as it could by territories
2. Duplicate content is created by WSE
territories & not shared. Content creation &
localisation is not easy or efficient
3. Content is not reused, repurposed or
shared across different channels and
territories

4. Changing our approach to content marketing
FROM
● Subjective criteria
● Unbalanced content mix (branded versus
transactional)
● Incorrect channel format
TO
● Data & insight driven content creation
● Content focused on funnel stage
● High quality content created & shared
● Ongoing content optimisation
Outcomes
● More organic traffic
● Improved conversion rates to lead in
channel (e.g. social) and on site
● Improved lead funnel metrics (qualification
and nurturing

5. Core Strategy
Using marketing
content to generate
business success

6. Strategy Outline: Target, Channel & Format
Define the target
customer
Using Global analytics, insights,
reports, Morar research, SEO research,
Google Trends, social media data etc.
Identify the best
channels
Most popular sites and social media
channels; adapting content based on
common channel usage e.g. mobile
Select a suitable
format
Repurposing and repackaging content
to be easier for territories to use & more
user friendly, especially for social &
mobile.
Share the right content in the right place at the right time to the right people

7. Common Business Problems...
Skills development, time &
resources04 ● Territory marketing teams need support creating
premium educational or branded marketing content
Non-premium content
03 ● Mixed content quality doesn’t properly demonstrate
the top quality and excellent value WSE experience
Low conversion rates
02 ● Several stages in the funnel where prospects drop
out due to not being nurtured correctly
Not enough leads
01 ● Territories either struggling to create enough leads
or not creating leads of the right type

8. Core Strategy: What are the Marketing Content Goals?
The main aims of the WSE content marketing strategy
are to:
● Generate more leads
● Improve conversion rates
● Enhance the WSE brand
● Save resources in the WSE network

9. Core Strategy - Optimising the Marketing Funnel
Content to show how English can solve
your problems
Branded Content
Educational and Informal
Learning Content
User Generated Content
Content to prove why blended learning is
the best way to learn English
Content to demonstrate how WSE is the
best way to learn English
Content to motivate and celebrate learning
whilst making it easy and fun
Content promoting the success stories of
the WSE network to convince others
Global & Local Channels

10. Career opportunities, travel, fun & education prompt learning...

11. Core Strategy: Video, Social & Mobile First!
● Video is king!
○ 75 Million people in the U.S. watch online videos everyday
○ Mentioning the word 'video' in an email subject line increased the
click-through rate by 13%
○ By 2019, internet video traffic will account for 80% of all consumer
Internet traffic
● Mobile is just as important!
○ Nearly 50% of all video is watched on a mobile device
○ In 2014, The Independent reported that there were more mobile
devices than people in the world (7.22 billion mobile devices)

12. Core Strategy: Customer Segmentation Research & Personas
● Prospects want learning to be:
○ Easy
○ Fun
○ Motivating
● Support materials should feature:
○ WSE qualified teachers & support team
○ How learning through a TV series is fun
○ High-quality Core Course videos

13. Targeted Content for Key Audiences
• Prospective Franchisees
• Prospective Teachers
• Prospective Learners

14. Personas - Identifying the Right People
work & travel; specific ESP topics;
idioms; qualified/native teachers
Advanced
● The Career Learner
● The College/University
Student
● The Travelling Learner
career & job topics; professional
benefits; motivation; flexibility
● The Career Learner
● The College/University
Student
Intermediates
fun & travel topics; value of
learning; progress; WSE brand &
method
Beginners
● The Travelling Learner
● The Late Learner

15. Inbound Personas - More Targeted Content
Career Learner
College/University
Student
Social/Late Learner Travelling Learner
Corporate Buyer /
Parents

16. Core Marketing Content Strategy
Generate
more leads
Improve
conversion
rates
Enhance
the WSE
brand
Save WSE
network
resources

17. Content:
Structure &
Substance

18. Content Substance: Analysing the Competition
WSE Content
● Regularly review content created by WSE
International & the WSE network
○ Content audit & review
○ Content type review
○ Content channel review
Competitor Review
● Comparing the competition to assess popular
content e.g. data from SEMRush;
IngleseDinamico in Italy; most popular blogs
etc.
● Regular Content Reviews inc:
○ Brick & Mortar brands e.g. British Council,
Education First (EF), Berlitz
○ Online/Digital brands e.g. Open English,
Babbel, Rosetta Stone
○ Non-Traditional learning e.g. Duolingo,
YouTube
● Brand Awareness Competitor Reviews

19. Content Substance: Content Creation Based on Data...
1. SEO research based on key user goals
creates the prioritisation of content along
with the most important topics to focus on.
1. Content is created to be omni-channel with
the ability to easily repurpose, repackage
and reuse in the right place, at the right
time.
1. Content publication happens over
numerous channels and KPIs are tracked
and measured. This feeds into content
optimisation & further creation of the best
performing content.
User Goals &
SEO

20. Content Substance: User Goal (SEO) Research
● Large number of searches:
○ English tests (IELTS, TOEFL, TOEIC)
● Other important searches included:
○ English grammar
○ English lessons
○ English phrases
○ English practice.
● Feeding into:
○ User Goal optimised web pages;
○ blog posts; or
○ Activity Builder interactive activities
○ eBook content & downloadable guides
● Video and mobile should also be a key consideration when
creating this SEO friendly content.
● Continued analysis of SEO keywords & user goals using
HubSpot.

21. The WSE Content Ecosystem
● Content shared & repurposed for
different channels including:
○ Social Media Channels
○ WSE International Website Blog
○ WSE International Website Pages
○ Territory Websites & Social Channels
● Content Formats will also vary including:
○ Activity Builder
○ In-Center/Physical Content
● All content will be shared via the WSE
Knowledge Hub
WSE International
Corporate Website &
Blog
Territory Websites &
Social Channels
WSE Global Social
Media
Knowledge
Hub
WSE MKT
App

22. WSE Brand House

23. Linking the ecosystem & brand with the right messaging...

24. Making content easier to use...
• Easy to use Content Packs
• Schedules, Guides & Tips, Step
by Steps, Templates via
Knowledge Hub
• Optimised Content Assets
• long form video;
• transcript;
• social short video;
• branded images
• Guidance/Best Practice in
Knowledge Hub
• Previously
• Content has been difficult to use
• Not localised, not simple, not
focused for social/different
channels

25. Content
Workstreams

26. Content
Workstreams
CONTENT WORKSTREAMS
CORE CONTENT
BRAND CONTENT
LEARNING & EDUCATIONAL
WSE LIFE & EXPERIENCE
CORPORATE

27. CORE CONTENT
Sample Content Project Channel Format Metric ACTION
Core Course Videos
WSE Websites; Instagram;
YouTube
Short 1-3 minute video clips
● Views
● Engagement
● Click Rate
1. Summarise & document
Core Course content
2. Create more POC content
3. Set out content guidelines
4. Source video agency
support
Core Course GIFs Facebook; Instagram; GIPHY Short videos & animated GIFs
● Reach
● Engagement
● Click Rate
1. Summarise & document
Core Course content
2. Create more POC content
3. Set out content guidelines
4. Source creative support
Core Course Images WSE Websites; Instagram Static images (some with text)
● Reach
● Engagement
● Click Rate
1. Summarise & document
Core Course content
2. Create more POC content
3. Set out content guidelines
4. Source creative support
WSE Method & Product
Videos
WSE Websites; Facebook;
YouTube
Short 1-3 minute video clips
● Views
● Engagement
● Click Rate
1. Create scope & sequence
for social media
2. Create & test POC content
on social
3. Publish adaptation guide on
KH

28. BRAND CONTENT
Sample Content Project Channel Format Metric ACTION
Hero Videos
WSE Websites; Instagram;
YouTube
Short 1-3 minute video clips
● Views
● Engagement
● Click Rate
1. Create scope & sequence
for social media
2. Create & test POC content
on social
3. Publish adaptation guide on
KH
Say Yes Comms Platform
WSE Websites; Instagram;
YouTube
Short 1-3 minute video clips
● Reach
● Engagement
● Click Rate
1. Make content available on
KH
2. Capture territory best
practice
3. Link content creation with
other workstreams
Brand House
WSE Websites; Instagram;
YouTube
Short 1-3 minute video clips
● Views
● Engagement
● Click Rate
1. Create scope & sequence
for social media
2. Create & test POC content
on social
3. Publish adaptation guide on
KH

29. LEARNING & EDUCATIONAL
Sample Content Project Channel Format Metric ACTION
How to… English Videos
WSE Websites; Blog Posts;
YouTube
Short 1-3 minute video clips
● Views
● Engagement
● Click Rate
1. Define scope & sequence
based on SEO research
2. Create & test POC content
3. Measure & optimise
4. Scale content creation &
make available on KH.
English Learning Tips & Study
Habits
WSE Websites; Blog Posts;
Activity Builder
Longer form web page articles
Short blog posts
Interactive Activity Builder
quizzes
● Page Views
● Engagement
● Subscriptions
● Activity Builder Leads
1. Define scope & sequence
based on SEO research
2. Create & test POC content
3. Measure & optimise
4. Scale content creation &
make available on KH.
eBooks, Research, White
Papers
WSE Websites; Landing
Pages
Longer form eBooks with
multiple articles, quizzes &
learning content
● Page Views
● Downloads (Leads)
1. Define scope & sequence
based on SEO research
2. Adapt blog content for POC
3. Measure & optimise
4. Scale content creation &
make available on KH.
English Tests
WSE Websites; Activity
Builder
Interactive Activity Builder
tests
● Page Views
● Activity Builder Leads
1. Develop POC content
2. Publish & make available to
territories
3. Measure usage
4. Optimise & develop more
tests

30. WSE LIFE & EXPERIENCE
Sample Content Project Channel Format Metric ACTION
Testimonial Videos WSE Websites; YouTube Short 1-3 minute video clips
● Views
● Engagement
● Click Rate
1. Create scope & sequence
for social media
2. Create & test POC content
on social
3. Publish creation &
adaptation guide on KH
WSE Life: Social Clubs
WSE Websites; Facebook
(inc. Live); YouTube
Short 1-3 minute video clips
15 sec promo clips (social)
● Views
● Engagement
● Click Rate
1. Define scope & sequence
based on research
2. Create & test POC content
3. Measure & optimise
4. Scale content creation &
make available on KH.
WSE Life: Center Tour WSE Websites; YouTube Short 1-3 minute video clips
● Views
● Engagement
● Click Rate
1. Define scope & sequence
based on research
2. Create & test POC content
3. Measure & optimise
4. Scale content creation &
make available on KH.
WSE People & Ways to Learn
WSE Websites; YouTube;
Facebook; Instagram
Short 1 minute video clips;
Images
● Views
● Engagement
● Click Rate
1. Define scope & sequence
based on research
2. Create & test POC content
3. Measure & optimise
4. Scale content creation &
make available on KH.

31. CORPORATE
Sample Content Project Channel Format Metric ACTION
Teacher Pages & Blogs
Website Blog, LinkedIn &
Twitter
Written Articles
● Page Views
● Engagement
● Subscriptions
● Teacher Applications
1. Define schedule based on
SEO research
2. Author content
3. Source content from
network
4. Make available on KH.
Franchising Pages & Blogs
External Websites; WSE
Websites Blog, LinkedIn &
Twitter
Written Articles, White papers,
Videos
● Page Views
● Engagement
● Subscriptions
● Franchisee Leads
1. Define schedule based on
SEO research
2. Author content
3. Source content from
agencies/PR
4. Make available on KH.
Business/Corporate English
External Websites; WSE
Websites Blog & LinkedIn
Written Articles & Web Pages
● Page Views
● Engagement
● Subscriptions
● Leads
1. Define content based on
SEO research
2. Author content
3. Source content from
agencies/WSE network
4. Make available on KH.

32. Content
Channels
The right content in the right
place...

33. WSE International Social Media Strategy Support
● Facebook - premium images, videos, messages
● Instagram - WSE life, images, video, stories
● Twitter - business, news, languages, TV series
● YouTube / Youku - TV series, video
● Messenger Apps (WeChat, WhatsApp, Facebook
Messenger, Line, Kakao Talk, Viber, VK)

34. WSE International Corporate Website (WSE.com)
● Global content
in easy-to-use
templates
● High quality,
best practice
web pages
● Search
enhancements &
increased traffic

35. WSE Owned Channels - WSE International Blog (WSE.com)
● Prospective
Learners
● Prospective
Teachers
● Prospective
Franchisees

36. WSE Territory Social Media
● Main Social Media Channels:
○ Facebook
○ Twitter
○ Instagram
○ YouTube
● Territory specific social &
messenger channels:
○ WeChat, Weibo (China)
○ Line (Thailand)
○ Naver/Kakao (Korea)
○ VK (Russia)

37. Wall Street English Territory Websites

38. Content Formats
The right content in the right
format...

39. Making the most of the WSE brand...

40. Expanding the WSE Video Content Library...
● Videos based on the inbound
methodology
○ Awareness - brand focused
○ Consideration - best way to learn
○ Decision - WSE center life
○ Delight - WSE students & staff
● Corporate channels inc. WSE
International YouTube strategy
● Thought Leadership Content
● ‘WSE Life’ workstream - with Brand
Ambassadors & Influencers

41. WSE Content Type & Format Guidance on Knowledge Hub
● Social Posts: video, image, text content, sizes etc.
● Videos
○ Brand videos (2-3 mins)
○ Social videos (15-30 secs)
○ In-Center videos: Center Life; WSE Teachers; WSE Students;
WSE Events; branding, logos etc.
○ Educational videos: how to…; English language tips
● Web pages (1000 words with images/videos)
● Long-Form articles (1000 words)
● Blog posts (500-750 words inc. relevant Activity Builder activity
and/or video)
● Activity Builder activities: fun quizzes; informal tests; Course
Finder etc.
● eBooks: large eBooks; short guides
● Campaign packs: Landing Pages, Thank You Pages, Email
Templates, Ads (format, image guides)
● User Generated Content Images/Videos/Quotes - image release
disclaimer, photo quality, video tips.
● Events - in-center & external, EventBrite, Facebook etc.

42. Best Practice Demonstrations with WSE.com Webpages...
• SEO optimised pages with
Activity Builder activities
• HubSpot forms leading to
workflows & lead nurturing

43. WSE.com Blog Schedule
Blog schedule Easy to use
templates
Tracking &
analytics

44. Activity Builder: A tool for lead generation & qualification...
● Fun quizzes & educational
activities
● Content is easier for territories to use with high-quality activity
templates available for localisation.
● Success Metrics
○ average monthly page views
○ conversion rate from visit to lead
● Stage 1: Activities shared with territories in Q1 2018
● Stage 2: focused on encouraging use of the activities
● Stage 3: more content based on analysis of current content.
● Informal English level tests ● English Course Finder

45. WSE Interactive Activity Type Expansion
● Informal English Tests
○ Beginners
○ Intermediate
○ Advanced
○ Business
● Test Prep Activities
○ IELTS
○ TOEFL
○ Academic English
○ BULATS
● Specific ESP Tests
○ Legal English
○ Medical English

47. Activity Builder: 2018 Results
2 million+
Unique Views
156k
Leads Generated

48. Activity Builder: Ready Made Content
• 61 Activity Templates available
• Course Finder;
• General English Tests;
• Persona-Based Tests (IELTS, TOEFL, BULATS);
• Blog Activities; [& other activities]
Try it out now
• Blog Quiz
wallstreetenglish.com/blog/the-present-perfect-continuous/
• English Test
wallstreetenglish.com/our-english-courses/english-test/
• Course Finder
wallstreetenglish.com/our-english-courses/english-course-finder/

49. Activity Builder’s Role in the Marketing Funnel
Objective:
To use Activity Builder to link SEO best practice and the inbound methodology with HubSpot
Full info in KH: hub.wallstreetenglish.com/resources/activity-builder/

50. Other WSE Content Assets for Lead Generation...
● eBooks & Campaign/Workflow Kits
○ Based on key personas & user goals
○ WSE.com Blog posts compiled into eBook packages
(enough to encourage prospects to share their
personal details to access)
○ Include practice activities and quizzes (same content
as AB) but with QR code links to AB pages on
WSE.com
○ Email templates, image assets, sample forms &
banners etc.
● Content Creation: Content team creates outline &
structure; content author writes any new content; designer
adds images; content Team approves & makes available
in KH
● METRICS:
○ downloads from KH;
○ conversion rate from visits to download (lead)

51. Content & Assets
Channel Asset Format
Website Full Report PDF with HubSpot form to download
Knowledge Hub Key Messages Useful headline stats & copy examples
Website Header Image jpeg
Website Landing page / Webpage 500 words
Website Email Assets & Copy Header image, inline images, copy
Website Images / Videos / Illustrations Infographics from the report
Activity Builder Interactive Activity (6-10 questions)
Blog post Copy 500-750 words, Draft Blog Post for promotion on websites
Social Media Covers Image/Video
Social Media Videos 15-30 secs Square, Landscape or Vertical
Social Media posts (2-3) Image/Video Sample Social Media posts for promoting report
Press Release
Draft Press Releases for key audiences: prospective learners; prospective
franchisees/sub-franchisees; prospective teachers/ELT industry
Knowledge Hub Lines to Take / FAQs Internal briefing notes
Knowledge Hub Knowledge Hub Resources
Page explaining the research with HubSpot form to download report (for
tracking purposes)
Content suitable for Global
and Local Channels
• Full campaign kits that can
be easily used for local
marketing
• Focus on main KPIs:
• Reach
• Conversion Rate to Lead
Marketing Content Packs

52. Content Topics

55. Motivating learners & sharing the Center life...

56. People:
Governance &
Workflow

57. Global Content Planning Cycle
SEO Keyword Research
Data Analytics
Research & Surveys
Reports
Research & Insights
Content Updating
Content Audit
Content Reviews
Content Optimisation
Websites & Digital
Social Media
Mobile
Physical Assets
Comms
Channel Deployment
Quarterly & Monthly
Reports
Google Analytics
HubSpot
Measurement
Content Strategy,
Planning & Creation
UX, Design, Build, QA
Content Curation
Content Development

58. How is Content Created?
1. Content Trigger: SEO Research, Keyword Analysis & Analytics Data, Market
Research & Customer Insights (External, Global & Territory)
○ Eirin, Trevor, Natalija
2. Content & Comms Planning
○ Natalija
3. Content Strategy, Authoring & Creation
○ Joe (& Freelancers)
4. Content UX, Design, Branding & Development
○ Chennai, Natalija & Joe
5. Content Distribution - Knowledge Hub
○ Natalija & Joe (inc. Marketing Implementation)
6. Channel Deployment (Global & Territory)
○ Eirin & Roberto - Digital & Websites
○ Caridad - Social
○ Angela - Mobile
7. Measurement & Analysis
○ All inc. Trevor & Sebastian
8. Content Optimisation
○ All

59. Developing global & local content creation...
User Generated Content
Content created by WSE Staff &
Students in Centers or prospects on
social channels or the mobile app.
3
WSE Territory Created
Localised Content
Locally relevant content that is also
available in English for reusing in
other territories
2
WSE International
Created Content
Globally relevant, high-quality
branded content and
didactic/educational content
1

60. Who are the content creators?
● External Agencies - Someone in
London; Video agency (TBC), Local
agencies
● WSE International - Content Team;
Graphic Designer, Content Author
● WSE Territories - Marketing Teams
● User created content - Marketing
Mobile App; Social Media Channels
● Brand ambassadors & Influencers -
Instagram; LinkedIn etc.
Content can be sourced/curated from the
WSE network & 3rd Parties
External Content
● e.g. Market Leader & ForToday -
Financial Times articles
Potential 3rd Party Content Sources
● TED.com Videos
● Associated Press News Articles &
Videos
● Wikipedia Articles
● Pinterest Images
● BuzzFeed Articles

61. How is content created, reviewed & approved?

62. One stop shop for:
• 390+ published resources
• Brand content assets inc. videos, blog posts, images
• Best practice tips & guides inc. SOP, SEO & inbound
marketing
• Case Studies from the network inc. ‘Say Yes’ Comms Platform
• 600+ Registered Users
• 102,000 page views & 12,255 file downloads in 2018
Knowledge Hub - Content Distribution
Portal
hub.wallstreetenglish.com

63. Communications: Getting the message out...

64. WSE Marketing
Content Plan
Implementing the Marketing
Content Plan

65. Content
Priorities
• Focus on developing simple, but
effective content marketing plans with
territories
• Make easier to use content for
territories: designed for different
channels; easily editable templates for
localization
• Create new targeted content for
specific personas and user goals

66. ● Maintenance of a comprehensive content audit of WSE
International Content (including Knowledge Hub content)
● Ongoing audit & review of WSE Territory channels &
content creation
○ Based on the best performing content e.g.
webpages, blog posts & content offers
Auditing & Reviewing Content

67. KPIs & Measurements
● Organic Traffic to Blog Pages on WSE.com
● Leads Generated from marketing content
Lag Indicator
● Conversion rate to contract of those leads
Measure
Ease of Use
Efficiency: Timing, Resources, Costs
Satisfaction
● Survey of territories
Effectiveness of the posts - do you get traffic
SEMRush to compare most popular posts for traffic
Activity Builder activities that generate the most leads
Objectives
• Content marketing plans
• % of territories with a content plan
• Average # leads generated by WSE
International marketing content
• Easier to use content
• # of downloads of content on KH
• User satisfaction survey
• New targeted content
• Content creation as planned
Marketing Content Goals

68. CATEGORY AUDIENCE TOPIC PLATFORM CONTENT AMOUNT
CORE CONTENT
- Students & Alumni
- Prospects
- All Personas
- Related to the WSE TV Series
- Persona related content
- Fun & engaging videos
- WSE Method
- Social Media
- YouTube
- Blogs
- Websites
25%
BRAND CONTENT
- Students & Alumni
- Prospects
- All Personas
- Brand benefits & USPs
- Say Yes campaign
- Brand history
- Campaigns
- Social Media
- Blogs
- YouTube
20%
LEARNING & EDUCATIONAL
- Students & Alumni
- Prospects
- All Personas
- English Tips
- How To’s
- Activity Builder Quizzes
- Didactic Articles
- Social Media
- YouTube
- Blogs
- Websites
25%
WSE LIFE & EXPERIENCE
- Students & Alumni
- Prospects
- All Personas
- Social Clubs & Events
- Key Date Content
- Student Testimonials
- Brand Ambassadors
- How to learn with WSE...
- Social Media
- YouTube
- Blogs
- Websites
- WSE MKT App
10%
CORPORATE
- Franchisees
- Employees (Teachers)
- B2B
- Franchising & Investing in English
- Teaching English/Teachers
- Skills Development
- Business & Corporate English
- Websites
- Blogs
- LinkedIn
- Twitter
20%
Content Production Plan Overview

69. CATEGORY FORMAT / TYPE AUTHORS CREATION SCHEDULE
CORE CONTENT
- Video/Audio Content from Core
Course
- Animated GIFs & Image Content
- WSE Int Content Team
- External Agencies
● 2 core course videos per month
● 2 key date videos per month
● 4 GIFs per month
BRAND CONTENT
- Method Videos
- Testimonial Videos
- Social Media Video Edits
- WSE Int Content Team
- External Agencies
● 4 edited short videos per month
LEARNING &
EDUCATIONAL
- How to videos…
- English Learning Tips
- English Tests & Activities
- WSE Int Content Team
- Content Authors
- WSE Network
● 2 How to videos per month
● 1 English Learning Tip video per month
● 10 Activities per month
WSE LIFE & EXPERIENCE
- Social Club videos
- WSE Center images
- WSE Teacher blogs
- WSE Network
- WSE Staff
- WSE Students
● 2 social club/center videos per month
● 4 WSE territory images per month
● 2 Teacher blogs per month
CORPORATE
- Teacher Thought Leadership blogs
- Franchisee blogs
- External newsletters
- Employees (Teachers)
- External Agencies
- PR Agency
● 2 Teaching related blogs per month
● 4 Franchisee blogs per month
Content Production Plan Timeline

70. Content Schedule
TASK Q1 2019 Q2 2019 Q3 2019 Q4 2019
New Content
Production
- Testimonial Videos
- SEO Articles & Activity Builder
Quizzes
- Learning Blog Posts
Content
Adaptation,
Repurposing &
Optimisation
- eBooks & Guides
- Social Media Video editing
- Social posts (Caridad)
Content
Planning,
Training &
Guidelines
- Marketing Content Schedule
Updates
- Activity Builder Masterclass
- Content Planning & Comms
Plan
- Video Production & Localisation
(Joe/Natalija)
Content
Distribution
& Analytics
- KH Content Distribution (All)
- Content Analytics (Trevor)
- Content Implementation
(Content Team & MKT
Implementation)
- Inbound Territories (Joe/Eirin)
- Say Hello App (Joe/Angela)
- KH Content Distribution (All)
- Content Analytics (Trevor)
- Content Implementation
(Content Team & MKT
Implementation)
- Inbound Territories (Joe/Eirin)
- Say Hello App (Joe/Angela)
- KH Content Distribution (All)
- Content Analytics (Trevor)
- Content Implementation
(Content Team & MKT
Implementation)
- Inbound Territories (Joe/Eirin)
- Say Hello App (Joe/Angela)
- KH Content Distribution (All)
- Content Analytics (Trevor)
- Content Implementation
(Content Team & MKT
Implementation)
- Inbound Territories (Joe/Eirin)
- Say Hello App (Joe/Angela)

71. Content - Audience & Personas
AUDIENCE Q1 2019 Q2 2019 Q3 2019 Q4 2019
Prospective
Franchisees
TBC TBC TBC TBC
Prospective
Teachers
TBC TBC TBC TBC
Prospective
Learners -
Career Learner
TBC TBC TBC TBC
Prospective
Learners - Other
Personas
TBC TBC TBC TBC

72. WSE Comms &
Content
Bringing Content & Comms
Planning Together

73. Say Yes
Global Comms
Objectives
● Thought Leadership & PR can help the WSE
network with the Say Yes comms platform and
comms objectives in particular: changing perception;
building brand credibility; creating preference; and
global consistency.
● This content can also be used at a global and local
level to generate leads for the different audiences:
prospective franchisees, teachers and learners.

74. ‘Always On’ Content & Campaigns
• ‘Always on’ content based on key
personas & workstreams e.g.
• Blog posts about English learning tips
• The best ways to learn English
• Seasonal campaigns linked to Say
Yes & global themes e.g.
• Back to School campaign pack
• Mid-Season Summer campaign pack
Google Trends data for Italy

75. Content Planning & Schedules
•Full marketing content schedule
with blog posts, video content &
eBooks
•Should be linked up to Global
Comms plan & local plans
•Available in Knowledge Hub now:
hub.wallstreetenglish.com/resource
s/marketing-content-schedule/

76. Global and Territory Blogs and Websites
Social Media
Q1 Q2 Q3 Q4
Seasonality CampaignMid Season Campaign Back to School CampaignCampaigns
PR
Content
Social
Global English Language
Report
Speed of Learning Report
Thought
Leadership
Technology
White Paper
Innovation
White Paper
Student
Experience
White Paper
White Paper
TBC
New Year Campaign
2019 Global Comms Calendar
● Coordinated campaigns & assets planned over the year for global & local audiences

77. Always On: Main Content Schedule
#1
Complete Guide to IELTS &
TOEFL
What is IELTS?; Top Tips about
TOEFL; TOEIC Guide; BULATS
Guide;
The Complete English
Grammar Guide
English Learning Tips including:
Learn English Grammar, A Guide
to English Grammar, How to learn
English grammar easily, English
Verb Tenses;
#2
How to Master the English
Language
How to speak English fluently;
Tips on how to improve English
writing skills; What is the best way
to learn English;
#3
• All content will be made available in Knowledge Hub
• Are you registered? If not, register now: hub.wallstreetenglish.com

78. Thought
Leadership &
PR: to enhance
brand reputation
• Build on WSE Brand House and MarComs to
enhance WSE brand reputation
• WSE becomes trustworthy and go to authority on
English Language learning.
• Provide more dynamic digital & media stories &
content to exploit in local marketing and publicity
• Provide depth to the WSE brand and enhance global
brand reputation and efficacy credentials
• Working with global PR firm, Another Word to
develop Thought Leadership content for WSE

79. WSE Content
Resource
Efficient & effective use of
resources to bring the content
strategy to life

80. Category Workstream Author Reviewer Monthly Content Creation Cost
Core Course Core Course Videos Video Freelancer Joe
2 Core Course videos
2 Key Date videos
TBC
Core Course Core Course GIFs WSE Designer Joe & Caridad 4 animated GIFs TBC
Brand Content Testimonial Videos Dos de Video Joe & Natalija 2 videos per year 30k€ per video
Learning &
Educational
English Learning
Tips & How to videos
Video Freelancer Joe 2 videos per month TBC
Learning &
Educational
Blog Posts / Articles Mary Milne Joe 6 posts per month 360€ per month
Learning &
Educational
eBooks WSE Designer Joe 1 eBook per month N/A
WSE Life &
Experience
Activity Builder
Quizzes
Mary Milne Joe 10 activities per month 90€ per month
Corporate Blog Posts
Instructional Designer / WSE
Teachers / Mary Milne
Joe 8 blog posts per month 480€ per month
Corporate
Blog Posts / Web
Pages
Media Messaging Joe 14 posts/pages TBC
Content Sourcing & Budget

81. WSE
International
Content
Strategy
Plan
● Ongoing data
analysis and KPIs
measurement
● Impact
measurement
globally
● Workstream
review & planning
for 2019
4. Content
Optimization
3. Global
Implementation
● Complete content
planning,
● Evaluate territory
content
● Content format
adaptation
2. Content
Creation
1. Content Planning
● Promotion of
content usage on
Knowledge Hub
● Project working
with key Inbound,
Turnaround &
new/developing
territories
● Enhancement of
content
workstreams
based on data
from POC tests
PHASETASKS
● Publication of POC
content
● Scope & Sequence
for priority content
workstreams
● Content creation for
Social Media
○ Facebook
○ Twitter
○ Instagram
● Content creation for
YouTube strategy
● Content Creation
guidelines in KH
● Reporting from KH
& Network

82. How to realise the benefits of content for your territory
Phase
1
SEO & User Goal Research
Using WSE International research
available in Knowledge Hub and
local data sources.
Phase 2
WSE Territory Website Setup
● Territory Website Technical
Setup
● Web Page Content (Text &
Images)
● Territory Website Hosted Videos
Phase 3
Activity Builder Setup
● English Test Installation (AB)
● Course Finder Installation
(AB)
Phase 4
Territory Website Blog
● Territory Website Blog Setup
● Activity Builder Blog Content
(AB)
Phase 5
Social Media & Video Content
● Facebook
● Instagram
● YouTube Video Channel
BAU
Ongoing content optimization

84. Joe Speck | Marketing Content Manager |
joe.speck@wallstreetenglish.com