Blind Veterans UK
Creating an audience-led content strategy
Blind Veterans UK wanted to use digital content to expand their reach and engagement, ensuring their powerful stories resonated with the right audiences. We worked closely with the team to develop a strategic yet practical content approach—rooted in audience insight, optimised for search and designed to maximise impact across digital channels.
Content and engagement
The challenge
We have worked with Blind Veterans UK over several years, helping the team develop their case for digital transformation and creating a new website.
Recognising digital as a key channel for growth, the organisation aimed to use content to boost awareness and engagement. They commissioned a content project that needed to be both strategic and practical, setting a clear direction while providing tools for ongoing content creation.
Our approach
Insight building
Our first step was to gather as much insight as possible into the audience and their behaviours. By analysing content performance across channels and ‘listening’ to audiences on social media, we identified how, where and why Blind Veterans UK’s audience (and audiences of similar organisations) engaged.
Audit
We already knew that Blind Veterans UK had a highly engaging and powerful story to tell about the difference they make, but barriers existed in sharing it effectively. During the audit stage, we conducted stakeholder interviews, an internal survey and a comprehensive content audit. This helped us uncover content opportunities, identify key contributors and understand the challenges teams faced in capturing and sharing impactful stories.
SEO analysis and planning
Our goal was to make sure as many people as possible could find Blind Veterans UK and see their amazing work. To ensure maximum visibility, we analysed how people discovered Blind Veterans UK and similar organisations online. This revealed content gaps and opportunities to improve search rankings, which fed directly into our strategic plan.
The strategic plan
With our research complete, we delivered a strategic plan alongside practical recommendations to help the team focus their resources on high-impact activities. Key elements included:
- A framework – to support all content decision-making.
- A journey map – outlining what types of content would drive maximum engagement at different stages of the user journey.
- Practical tools and processes – enabling the charity’s frontline teams to submit content easily.
- Audience-focused tools – ensuring that the audience remained central to the content strategy. We developed personas, a channel matrix and audience cards detailing the types of content and channels best suited to each audience.
- A roadmap – outlining 30 strategic projects, prioritised by potential impact and designed to take the work from strategy to reality.
The results
The final outputs included detailed insight reports, a strategic plan and practical tools to guide future content decisions. We defined content goals which could be applied to different stages of the user journey and provided tools to ensure Blind Veterans UK can create impactful content now and in the future.
Image: Blind Veterans UK
What the client said
“What stood out for me was the clear focus on delivering against our goals of driving reach and engagement. I have worked with We Are MC² several times and they have always delivered not just what we asked but more, challenging our thinking and acting as a real extension of our team.“
Mark Whatham, Assistant Director of Marketing, Communications and Digital, Blind Veterans UK
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