The leaders’ guide to content
Content is a huge part of what every organisation, and every leader does. How else will your users hear about what you do or engage with your services? And yet content is still often seen as an operational function, not a critical element of every organisation’s proposition and strategy.
This week we speak to Eleanor Young, Head of Content at Shelter, who is on a mission to change this. She takes us through the new approach to content that she has pioneered at her charity, helping position Shelter as a leader in its field. She tells us how to educate leaders about content, how to take a product approach to it, and how tackling content in the right way can bring a host of other benefits including growing skills, creating new ways of working and culture change.
Zoe and Paul discuss the latest tech news, including the Blackbaud and Salesforce NRA controversy, and whether female music artists are under too much pressure to Tik Tok.
Notes and links -
Shelter’s digital framework
https://design.shelter.org.uk/digital-framework/
News stories:
Blackbaud, Salesforce and the NRA
https://www.protocol.com/bulletins/salesforce-nra-policy
https://www.civilsociety.co.uk/news/charities-urged-to-probe-suppliers-partners-after-software-firm-links-to-us-gun-lobbyists-revealed.html
https://fundraising.co.uk/2022/06/09/blackbaud-faces-backlash-for-working-with-nra/
Female artists and TikTok
https://www.theguardian.com/music/2022/may/30/tiktok-female-musicians-self-esteem-rebecca-taylor
https://pitchfork.com/thepitch/tiktok-is-turning-music-marketing-into-a-labyrinthian-game/
Email us with your questions and ideas for future episodes startsatthetop@gmail.com
And please leave us a review if you enjoy what you hear!
Editing and production from Syren Studios and Paul Thomas
Music by Joseph McDade https://josephmcdade.com/music
