Content strategy for engagement
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How The Kings Fund moved from a strategy of 'putting stuff on the web' to a 'clear framework for planning, producing and evaluating all online and offline content'. Authored by @katiemantell deputy comms director at The Kings Fund
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Content strategy for engagement
- 2. Content Digital strategy for engagement Katie Mantell, Deputy Director of Communications and Information
- 3. ‘putting stuff on the web’ ‘clear framework for planning, producing and evaluating all our online and offline content’
- 6. 1. The long reach of explainer content
- 9. 2. The impact of tailored, targeted content
- 14. 3. The benefits of talking, sharing and engaging from the start
- 16. Engaging, useful and accessible content that supports our mission Evidence of what works (and what doesn’t) Understanding of who our audiences are, and of their preferences and needs Up-to-date knowledge of best practice and innovation in comms Efficient use of resources Robust quality assurance processes
Editor's Notes
- What is content strategy? I see it as a journey that started with ‘putting stuff on the website’ and ends up with a coherent framework for planning, producing and evaluating all of our on- and off-line content in a way that ensure that content supports our vision that the best possible care is available to all. The creation of a content strategy for the Fund was one of the key planks set out in the comms strategy. The strategy covers: - the substance of our content (what topics we produce content on) - the structure (how it appears – for example, as a publication or an animation or a video or a blog, etc) - workflow – how content is produced, who does what, including initiation, production and sign off processes - governance – how we measure and evaluate the effectiveness and impact of content we produce
- Our mission describes how we will achieve this: through our research and policy analysis through the work we do with individuals, organisations and communities building their capability, supporting them to adopt best practice and share learning by bringing people together through events and networks to discuss and learn from evidence from the United Kingdom and across the world by promoting greater understanding of health and care policy and practice – helping people to make sense of a complex and rapidly changing environment.
- Launched in summer 2013, this is The King’s Fund’s most viewed-ever piece of content, with more than 271,000 views. But what is the evidence that it has aided understanding of health and care? We know that the animation continues to be used and frequently receive emails via the website@ email, the IKS service and on social media letting us know how useful it is and asking if people can use it as part of training/induction, etc. For example, we’ve recently received the following emails: * Email from Lancashire Care NHS Foundation Trust asking to use this video as part of their Governor induction and asking if an updated version is available * Oxford Health NHS Foundation Trust asking to use the video on their website and Facebook page * Mental health nursing lecturers at Oxford Brookes University saying how they are using it to show to students * Health Education England asking to us it in a staff development day * Chair of a Patient Participation Group asking to use it to inform the group, including three 16 to 18 year olds, commenting that they found it "very interesting and helpful".
- Most popular piece of content * Six of the top 10 pages viewed on the website in 2016 were sense-making content, with ‘The digital revolution', and ‘Five big issues for health and social care after the Brexit vote’ proving particularly popular. Our A&E ‘key questions answered’ content and two of our ‘NHS in a nutshell’ graphs also featured in the top 10.
- Meets a key objective Raises brand awareness Avenue to other content Now we have a planned, structured approach. Directly asking audiences what they would like us to cover, regularly reviewing success and disappointments….
- Pyramid of engagement The aim used to be to drive people to the top of the pyramid – to download the report. Now, although some will go on to read the final report, the biggest lever for change is the next level down – the infographic, the animation, the illustrated guide, the summary. Short content (eg, Better Value Summary http://www.kingsfund.org.uk/publications/better-value-nhs/summary) has value in its own right – in fact, it’s the content that most people will see - and also as a means of driving users to more in-depth content. Really taking this on board requires quite a shift in mindset - it means that ‘light’ content IS core content – it is the lever for change, and is more likely to achieve change than a long report. And because it is so important, it requires the same level of rigour to quality assurance, and planning and thought as more ‘traditional’ outputs. The traditional research report alone is still an important tool for the Fund, in terms of explaining our working out and generating media coverage, but it is less significant as a means of conveying messages or data than in the past. So if summary content is as important in generating change – more so, in fact – than longer reports, then sufficient time and resources need to be put into generating – and quality assuring, and promoting – content at this level. If we are serious and committed to this, then it has implications for workload – this is an extra layer of work both within comms and for the author, policy/LD lead.
- Needs to high the right spot, and be clear what we want people to think, feel or do.
- Anna said: The twitter chat went well. The chat summary that they sent said there were 61 contributors and 425 tweets. My reflections are that it is a good way to reach an audience that might not otherwise be aware of our work. Lots of the participants were frontline nursing staff and nursing students who I suspect wouldn’t have time or funding to attend a conference for example. The community nursing advisor from NHSE also participated so it had quite a good reach. It was quite hard to have any detailed discussion given the format, but I think the pre-chat information that WeNurses sent out (which included our slide pack and the report link) worked well to direct people to the fuller content. There was no noticeable spike in traffic to our website around the event but this is understandable given the relatively small (but very targeted) group of people involved. The quality framework slides were embedded on the WeCommunities website and vie I had sent out a message on a District nursing forum for a DN to write a blog for us. In the end we had someone else available to do it but it’s worth noting these kind of forums when looking for future authors. I had a few people come back and say they were interested in writing something for us, but they would need careful guiding and editing.”wed 660 times there; the embedded on our site has been viewed 2,933 times.
- Not just about comms but about the way the organisation works
- The vision of this strategy is: “We will use evidence of what works and knowledge of best practice in communications to create engaging, accessible and useful content for our target audiences that supports our mission of working to improve health and care.” This diagram is one way to break down this vision – a vision of a more robust, evidenced approach to planning, producing and evaluating content