Content strategy development
UnLtd is the leading provider of support to social entrepreneurs in and around the UK. UnLtd operates a unique model by investing directly in individuals and offering a complete package of resources from awards of funding through to ongoing advice, networking and practical support designed to supercharge social entrepreneurs’ development. As part of this model, UnLtd produce and disseminate large volumes of content for social entrepreneurs and a range of different stakeholders in the social enterprise sector. To achieve the organisation’s wider goals and respond to the growing role of digital engagement, Unltd identified the need to become more strategic in the way that it creates, repurposes, curates and disseminates content.
Aleron were engaged to support in the development of a new content strategy to address some key challenges around improving efficiency, quality of content and knowledge sharing. We worked closely with the team to understand and analyse the nature of UnLtd’s content, its key audiences and objectives for engagement, and the effectiveness of existing tools and processes using a range of techniques including segmentation analysis and internal expertise mapping. Building on this analysis, and an external view of good practice in content commissioning, production and management, we developed a new content strategy to enable a more ‘joined up’ approach and plan. This included recommendations for a segmentation framework, new processes for creating and managing content, and set of governance and planning principles for implementation.
Our recommendations were shared with and approved by the Leadership Team, who are now in the process of implementing the new content strategy. Through this process, UnLtd will have adopted a new governance and resourcing model, as well as a new, more effective and joined up approach to commissioning, producing, repurposing, managing and disseminating content to ensure the consistency and quality of their content in the long-term.
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