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A customer-oriented content strategy for KidsRights

KidsRights draws attention to children’s rights worldwide – by allowing children to take the lead as changemakers themselves. They are currently transferring their mission and their stories to the stage through many different social media channels and websites. Campaign-wise the different channels are well deployed, but there is a challenge to structurally bring this communication together under one umbrella and to be relevant for the different target groups.

Output: A content strategy to bring together target group, target, content and channel (including website, e-mail and social channels). A concrete plan in which we name the channels, content form and message for each target group.

How we approached it

At UX design you might think of creating the best user experience of a website or app. But, this is not limited to decorating the interface. Content plays an equally important role. A strategy that ensures that your user’s emotions match the tone and type of message is an important part of the user experience . And so we also applied UX design to the development of the content strategy for KidsRights. We go through the following 6 phases.

And that’s how it looked for KidsRights

  1. Research into the current customer experience: we started with an analysis of the current performance of the various websites and the e-mail newsletter. Here we mapped the visit; numbers and origin of the visitors, where do they flow in, what behavior do they exhibit and where do they flow out. How are the e-mails read, how are the conversions and which content is loved? In addition, we mapped out the types of content and which themes appeal to the various target groups.
  2. Research into the interests and needs of the target group by means of a proposition test. We have set up a lead recruitment campaign around the KidsRights Index 2018. The results of the Facebook advertising campaign and the quiz answers gave us insight into the interests of the target group.
  3. An analysis of the current journey provides insight in the pain points and where opportunities lie.
  4. By focusing on specific target groups and the insights gained up to that point, the desired customer experience can be shaped. We did this through a Customer Journey Mapping session for the two focus target groups (donors and changemakers). With a large and mixed team of KidsRights we have designed the customer journey so that we would exceed the expectations of the target group.
  5. This customer journey puts a spot on the horizon, in which all team members feel involved. The first steps can be taken! RaisingResults has incorporated the insights into a concrete action plan for KidsRights. The team can now use the channels and content more specifically. A number of insights have been translated into creative content concepts: formats that connect with the target group and save time when creating the content calendar and content creation.
  6. RaisingResults has developed KPIs so that the team can measure and optimize this new approach. [19659012] The result

    A hands-on customer-focused content strategy that the team can immediately use to bring children’s rights to the attention of the world and to keep ‘changemakers’ at the forefront.

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