Emma Rubach, advice and content manager and Helen Jefferies, health content editor, Asthma UK
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Santa Forgot: the power of story-led content in driving brand awareness and e...CharityComms
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2. Emma Rubach
Advice and content manager
• Information and advice content
specialist
• Over 10 years’ experience in
charity digital
• Previously head of content at
youth support charity,The Mix
• Journalist: The Big Issue,
Independent, National Geographic
Traveller
Helen Jefferies
Advice and content editor
• Writes digital health advice for
people affected by asthma
• Produces films, imagery and
infographics
• Previously: Girlguiding,
Townswomen’s Guild, youth
charity Envision
3. 1) Find out what people want
2) Balance clinical and personal
3) Recycle and repurpose
4)Speak to new audiences
5)Accept that things will change
6) Prioritise updates
7) Read the room
8) If at first you don’t succeed…
@asthmauk
4. SomeAsthma context
• 5.4m people (1.1m children and 250,000 people with severe
asthma)
• Better diagnostics urgently needed
6. The Information Standard
To get the kitemark, make sure content is:
• Reacting to a genuine need
• Clinically accurate
• Current
• Regularly reviewed
• Relevant to audience
• In summary: good journalistic practice
12. 1) Find out what people want
Inhaler pages
✓ Added better images, graphics
and video
✓ Answered unfulfilled search
terms
✓ Included better subheads
Date Range
Page
views
Unique
Pageview
s
Avg.
Time on
Page
Entrance
s
Bounce
Rate
%
Exit
Oct 13, 2016 - Feb
13, 2017 52,692 43,000 00:03:17 32,754 18.85%
63.59
%
Jun 11, 2016 - Oct 12,
2016 35,260 32,685 00:04:08 23,570 21.66%
69.56
%
Percentage change
+49.44
% +31.56% -20.60% +38.96%
-
12.99%
-
8.59%
13. 2) Balance clinical and personal
• We value evidence above all
• BUT sometimes it isn’t there
o Perfume
o Hay fever ‘hacks’
o Singing and playing music
o ‘Asthma andYour Love Life’ survey, 551 answers
41. 1) Find out what people want
2) Balance clinical and personal
3) Recycle and repurpose
4)Speak to new audiences
5)Accept that things will change
6) Prioritise updates
7) Read the room
8) If at first you don’t succeed…
@asthmauk
42. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk