The Prince’s Trust preps new website and campaign launch and joins Content Marketing Association amid new strategy
The Prince’s Trust is set to roll out a new website and two campaigns as part of a new content marketing strategy aimed at better targeting its audience.
Charlotte Ridley, head of marketing partnerships at The Prince’s Trust told The Drum that the charity is hoping the content-led strategy will help it communicate the “overload” of stories it has to tell and engage with the difficult-to-reach youth market.
“We believe that by having a strong content marketing strategy we will be able to maximise our resources and drive efficiencies to not create any waste,” she said.
“We’re certainly not short of content but we are overloaded with stories that want to be told and a strategy for content will help us to understand what we should be telling which audiences, when and where.”
The Prince’s Trust is currently working on a content campaign to engage young people who may never have considered starting a business but whose life situation would suit becoming an entrepreneur.
The Enterprise campaign, supported by RBS, is driven by the idea that everyone has a great business idea inside them but the majority never do anything about it.
Plans for a brand awareness campaign are also afoot, revealed Ridley. “Our three biggest priorities are launching a new intelligent website, launching a universal outreach campaign and launching a brand awareness campaign.
To help drive the new strategy The Prince’s Trust has joined as the first brand member of the Content Marketing Association (CMA), a move which Ridley feels will “absolutely” change the charity’s marketing strategy going forward.
“Most recently we looked at how content agencies are behind some of the UK’s biggest media titles and worked with the CMA to consider how we might tap into that type of editorial approach,” she said.
Clare Hill, managing director, CMA, said the body is hoping The Prince’s Trust will be “the first of many” brand members.
“We are growing as a central hub for thought leadership in all things content marketing with a fast-developing membership group including expert content marketing agencies, publishing groups and media planning agencies.
“We aim to be a conduit between three key sectors of industry; companies who are best placed to create excellent content, media agencies who are devising and planning content marketing strategy, and brands and businesses who are actively looking for content marketing services.”
The Prince’s Trust is also reviewing its approach to outreach and how it can work with young people coming off its programmes to advocate the charity’s services.