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Case studies

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The diagram below illustrates my approach. First I research: what are the hot topics (Google Trends)?  What keywords are target consumers using (Keyword Planner tool)?  Then I’ll set up robust mechanisms to evaluate the creative, focused communications plan that I’ll implement.


Key elements in communications strategy

I think there are 7 elements that need to be in every communications strategy.  This month I will suggest three, and then next month four more.  If we assume that an organisation’s website is at the heart of its marketing and the customer journey, then these three elements will be crucial to its performance and appeal.

One – content.  Helpful, insightful content on a hard-working website.  Content that is not just about the organisation and its products, but offers answers to genuine questions and gives information customers might be asking well before they buy.

Two – find the influencers. That’s the people customers believe when they are making choices.  Like bloggers, industry experts and journalists. They are helpful and valuable in their own right but also their online work can carry links back to the organisation’s website – Google loves websites that are talked about on other popular sites.

Three – search.  A website needs to rank highly in organic search results for keywords that customers really use.  And a website’s chances of being on page one are massively improved if there are some authoritative inbound links.

Here in this video I am illustrating with case studies the three points above.  More next month . . .

Many thanks to The Capture Lab in Leeds for producing this video.

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