The challenge

Establish content team and develop content strategy

After years of producing blog, video and social content in-house, Keypath Education (like many businesses) began to create content ‘for content’s sake’. We ran workshops to understand Keypath’s business goals, and recommended they establish an internal content team, with systems, processes and purpose.

To ensure effort and resources focused on the right output, we advised the team should be integrated across functions (SEO, digital advertising, product, and learning design) and not operate like an external provider. They needed a strategy.

The approach

Research, training, processes, measurement

1

Deep-dive into the business units, ways of working and outputs to identify the areas for support

2

Assess capabilities and capacity to deliver on what’s required

3

Undertake personalised, one-on-one and team-based training

4

Develop frameworks and templates for future roll outs (partner-facing and internal) based on user research and audience insights/needs

5

Instil measurement practices

The outcomes

Within six months

Run Raven worked with Keypath Education to develop tactical content strategies and implementation plans. To establish a strong content team, and ensure that relevant skill sets were covered, the internal content team was trained. New staff members were also hired to support a seamless content production process.

Within 12 months

With ongoing leadership and support from Run Raven, Keypath had a well-formed and trained content team, with custom processes in place for strategic content production.

Now

From strategy to production and measurement, Keypath runs like a well-oiled machine, where ROI is clearly tied to leads.

“Run Raven supported Keypath Education Australia in developing our internal capability for content. The engagement included structure, processes, strategy framework and staff development. Unlike other consultants I have worked with, every part of it was user focussed and action based – we developed the capability by working with, while learning from, Penny and Kath and their team of experts. It was an extremely successful project that is still bearing fruits for the Keypath business, and a fantastic working relationship.”

Lisa Jane McDonald

Director of Marketing, Keypath Education

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