fit for the future: creative choices - digital strategy

creative-choices.co.uk @creativechoices

Creative ChoicesDigital Strategy

Zoe Hardie

Digital Coordinator@ccskills @CreativeChoices


Creative Choices


Creative Choices is a free resource for anyone that works, or wants to work, in a creative career. It features:

• Careers advice articles

• Job and opportunities listings

• An ‘Ask an Expert’ panel

A resource for creative careers


Careers adviceIndustry insights

Tips and insights about creative careers straight from the people that work in them

Job profilesOutlines of creative jobs, including entry

routes, skills and average salaries. Created with industry endorsement

Creative peopleCase studies of people in the creative

sector based on interviews. Includes what they do day-to-day and how they got there


Creative voices blogs

Guest blogs allowing you to hear the the voices of creative people on issues relating to creative careers

Can be opinion, analysis or personal thoughts about careers – all in the own words of creative practitioners


creative-choices.co.uk2008-2015

Web Traffic


1. Online content

2. Search

3. Email marketing

4. Social media

Digital strategy


To connect with as much of your audience as possible, with as little expenditure as possible.

(resources are finite, the scope is limitless)

• Content must be great

• Your audience needs to find it

• People must share it.

The purpose of digital strategy


• Publish

• Once

• Share

• Everywhere



Online Content


Brand

Online Content

Impact

Legacy


What is content?

Online Content


Online ContentStructured


Online ContentCredible


Online ContentActionable


Online ContentMeasuring impact


Search


SearchHow search works



Is this what I was looking for?

Is this the best version of it?



RelevancyWhat you see…



RelevancyWhat Google sees…



PopularityHow to decide



PopularityLinks = votes


SearchThe value of search

Relevant content + Popular links = Page 1 SERP



• 40-60% clicks

• 10-15% clicks

• Attention drops below the 'fold'



Creative Choices traffic 2013:

250,000 visitors from search


SearchHow to optimise

Relevance = Keywords

• Urls• Titles• Subheadings• Images• Links• Text



Keywords= too much



Keywords= unfocussed



Keywords= good



Popularity = Links

• Popular sites

• Credible sites(.gov, .ac, .edu)

• Exclusive links(don't get buried in the 'useful links' page)

• Accurate links('Creative careers' better than 'www.creative-choices.co.uk') ('Deep' links to articles better than links to homepage)


Email marketing


Hard opt-inThose who have explicitly requested to receive email

communication (i.e. a website registration)

Email marketing

Soft opt-inWhere you have obtained contact details in the

course of a legitimate interaction (i.e. CRM)

RememberThere must be a clear unsubscribe option on the email

It must come from a valid contact address


Email marketingCollect your subscribers

• Respect the data you have collected

• Utilise the date to its optimum

• Never buy data

• If you need a quick shortcut – ask to join partner emails


Email marketingBuild your campaigns

• Campaign Monitor, MailChimp, DotMailer

• Be consistent – pick a regular date and time and stick to it

• The same rules apply for good content – your audience is time-poor and easily distracted


Email marketingLearn from your audience

• Split-test – get ‘real-time’ responses

• Email analytics

• Track your links(‘Google URL builder’)


Social media


Social MediaChoose your channel


Social MediaJoin/Build a community

• Ensure you have a presence on all the main channels

• Take time to learn the ‘rules’ of the community

• Engage others in that channel – be ‘social’

• Social media also provides analytics


Social MediaEngage your organisation

• Don’t concentrate the social media in the hands of the few

• Your organisation is full of experts – utilise that

• Be aware of the potential ‘time-sink’ – the rules of doing as much as you can in a little time as possible apply

(tools like Tweetdeck or FollowerWonk can help)


To connect with as much of your audience as possible, with as little expenditure as possible.

(resources are finite, the scope is limitless)

• Content must be great

• Your audience needs to find it

• People must share it.


fit for the future: creative choices - digital strategy

Social Media

creativechoices search

creative careers

limitless content

search works relevancy

search works popularity

creative sector

voices of creative people

purpose of digital strategy