Builtvisible: Decade of Content

Standout content campaign

The standout content campaign we loved working on is: Travelling with mental health campaign for Staysure travel insurance

During our ideation sessions with the Staysure team, the topic of mental health quickly emerged as something we’d all like to see discussed more openly in the mainstream media.

Staysure offer insurance specifically for those travelling with mental health conditions, and were keen to let people know that this often overlooked support was available.

Managing a medical condition can be an emotional experience, so any content produced around this area had to be sensitive and thoughtful. With this firmly in mind, our project team interviewed people with a range ofconditions to understand how they experience and cope with travel, offering tips and support to others. These experiences were then brought to life in a series of illustrations by Loren Conner, an artist with first-hand experience of mental health issues. The content campaign resonated with a huge audience, resulting in worldwide coverage across TV, radio, print and digital publications. The piece also found huge success on social media, with shares from prominent mental health charities and awareness groups, prompting open and positive conversations on an often-taboo topic.

How content has changed

Back in 2009, content marketing was shackled to SEO KPIs, touted as a quick and easy fix to boost rankings and drive traffic with little consideration for much else. This gold rush attitude led to a tidal wave of copy-heavy articles, excessively long listicles and product page templates with 150 words of arguably pointless copy.

While evidence of this can still be found today, I am pleased to report a noticeable shift towards common sense and long-term investment in content. In order to succeed over the next decade, brands and agencies will have to hold themselves accountable for the content they produce with a real focus on trust, authority and relevant expertise. This means a commitment to content purpose and performance measurement. (Why are we producing content? What are we trying to achieve? How are we going to do it? How are we going to measure success?)

Taking the time to build a strategy and set objectives for every piece of content takes a lot of work, but it makes the job so much more satisfying and the work more meaningful. Not only that, but this refined approach makes for a healthier online landscape, happier customers, improved business performance. The sky’s the limit for content in 2020 and beyond!

Emily Clayfield, Head of Content Strategy at Builtvisible

How PR has changed

Ten years ago, if you were to say PR then my immediate thought would be people sat in a room scouring newspapers and compiling clippings.

Fast forward to today and the PR industry is noticeably different with newspapers slowly becoming obsolete, PRs having to get to grips with new metrics that aptly showcase their effectiveness and fake news taking the industry by storm resulting in the need for plentiful and instantaneous crisis management.

It’s no longer just PR now, it’s Digital PR and while I believe traditional PR will continue to have a place of sorts, it’s clear to me that Digital PR is the successor as other industries demand more of us. There are a number of challenges ahead, with Digital PR measurement being the number one from my point of view, but who doesn’t love a challenge?!

Olivia Wiltshire, Senior Digital PR Consultant at Builtvisible

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