Who is doing content strategy well outside of the education sector?

In this part of our Ask The Experts speaker series, we asked our ContentEd speakers to share some examples of great content strategies from outside of the education sector.


Content strategy is not just useful for the education sector – it can transform communications wherever it is used. For this latest post in our Ask the Experts speaker series, we asked some of our ContentEd 2018 speakers for examples of organisations outside of education who are using content strategy effectively to see what we can learn from them.


“As well as local government, at Zengenti we’re seeing museums and emergency services take up the challenge of connecting with their online audiences seriously. Although different, all three need content strategy to build the bridge between their organisation and their users.”

Gabriel Smy, Content Strategist, Zengenti
Day 1 breakout: How to Get Everyone in Your Organisation Writing Effective Digital Copy (And Enjoying It)


“To me, the best content strategies are evident behind the scenes. We can’t and shouldn’t judge it on perceived user experience and published content alone, but instead on things like governance, workflow, efficiencies and genuine impact on the organisation’s bottom line. But a few to mention – anything related to gov.uk (of course!), I’ve heard good things about the work that Citizens Advice Bureau have been doing, and I think the BBC do a great job. If we look just at content marketing and not content strategy as a whole, then organisations like Hubspot, anything KLM does, and we’re starting to see some exciting and experimental approaches in the charity sector too. CharityWater, Macmillan, WarChild, to name a few…”

Tracy Playle, CEO and Chief Content Strategist, Pickle Jar Communications
Day 2 keynote: Ready, Steady, Go! Getting To Where We Need To Be


“The BBC are an obvious choice with the rich content that they have at their disposal. They’re doing some interesting stuff with lighter, sharable social media friendly content at the moment, especially in sport. A less likely example is Barclays who set up a youth editorial board to steer the creation of their Life Skills content, a good example of how a brand that isn’t obviously youth-oriented can engage a younger audience through authentic content.”

Tom Wright, Director of Digital Student Life, University of Lincoln
Day 1 breakout: What Students Want: Hear What Works for Them in a Student-Led Approach


“The way Adidas has used young footballers and dark social media to create a buzz about their brand is really impressive and effective. Geico’s ‘unskippable ads’ are another great example of a potentially boring brand doing something different.”

Dave Musson, Editor (The Native) & Lead Social Media Strategist, Net Natives
Day 2 breakout: Expertise in Your Ears: a Rough Guide to Podcasting


“I’m always interested to see how organisations like the Police are delivering content. While I don’t always agree with using platforms like Periscope while they’re ‘on the beat’, it’s interesting to see how they’re harnessing social media and digital platforms to communicate and engage with their communities.”

Emma Gilmartin, Head of Social Media, University of Glasgow
Day 2 breakout:Planning Content That Can’t Be Planned: Embracing and Embedding Reactive Approaches in Your Content Strategy


“I follow brands like British Airways, ScotRail and other major travel companies. They rule in the micro-engagement department. No matter how many messages they receive, they always seem to find a way to respond. This is something that we should be striving to replicate within the education sector.”

Daniel Marrable, Senior Social & Digital Media Officer, and Emma Gilmartin, Head of Social Media, University of Glasgow
Day 1 breakout: Planning Content That Can’t Be Planned: Embracing and Embedding Reactive Approaches in Your Content Strategy


“We should look to anyone with a sense of humor and a lack of an over-inflated ego. It’s so easy to be stiff and formal to a fault in this business. Sometimes people like to see that an organization has a soul.”

Tim Senft, Digital Communications Director at the College of Agriculture and Life Sciences, Cornell University
Day 1 breakout: Slay the Snail: Innovate in an Innovation-Unfriendly Environment

Interested in furthering your knowledge of content strategy? Find out more about ContentEd, book a ticket to our next conference or submit a proposal to speak. 


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